The role of digital media platforms in shaping public opinion among Jordanian university students

Abstract

This study aimed to explore the role of digital media platforms in shaping public opinion among Jordanian university students by integrating the agenda-setting and uses-and-gratifications frameworks with contemporary concepts such as algorithm awareness and trust in news. The study employed a descriptive-analytical approach using a cross-sectional design. A stratified random sample of 420 male and female students were selected from various academic disciplines and study levels. A questionnaire based on a five-point Likert scale was developed to measure usage intensity, algorithm awareness, trust in news content, exposure to misinformation, and issue salience, in addition to indicators of behavioral and attitudinal outcomes.

The results revealed a high level of digital engagement among Jordanian university students. Usage intensity emerged as the highest-rated indicator, followed by issue salience, whereas algorithm awareness and trust in news were found to be at a moderate level. Correlation analyses indicated a strong positive relationship between issue salience and public opinion formation, followed by usage intensity. In contrast, exposure to misinformation demonstrated a statistically significant negative relationship with public opinion formation. The regression model further showed that all independent variables made significant contributions to explaining public opinion formation, accounting for approximately 61% of the variance. These findings underscore the central role of digital platforms in shaping the attitudes and orientations of university students and highlight the need to promote digital media literacy, enhance awareness of algorithmic recommendation mechanisms, and foster a culture of fact-checking to reduce the impact of misinformation.