The Impact of Media Literacy on Substance Use Behavior: Analyzing the Role of Media Consumption Behaviors as a Moderator

Abstract

Purpose

To investigate how media literacy and varied media consumption influenced substance use behavior.

Design

A cross-sectional survey was conducted.

Setting

Online survey was conducted June 22-July 18, 2020, with quality checks.

Subjects

The study recruited U.S. residents aged 18 and older who were proficient in English (N = 1264). Panel sampling using quotas reflecting U.S. census was employed as an alternative to random digit dialing sampling.

Measures

Substance use behavior, media literacy for news, liberal media use, conservative media use, social media use, and demographics were assessed.

Results

Hierarchical multiple regression analysis was conducted. Media literacy for news was negatively associated with substance use (β = −.15, SE = .08, P < 0.01, [95% CI: −.36, .06]) and interaction effect between social media use and media literacy for news on substance use behavior was significant (β = .47, SE = .05, P = 0.02, [95% CI: .02, .20]) in the final model (F(12, 1207) = 33.21, R² = 25%).

Conclusions

Media literacy for news has a negative association with substance use behavior. Social media use, specifically, diminishes the effect of media literacy skills on substance use behavior. The prediction is based on correlational data. Further investigations are required to examine how individuals’ specific patterns of media use impact substance use behavior as part of media literacy intervention efforts.