The mediating role of algorithmic media content awareness in the relationship between new media literacy and social media use

This study examines the mediating role of algorithmic awareness of media content in the relationship between new media literacy and social media usage. Data were collected from 511 participants (75.1% female; age range 18–40, M = 26.36, SD = 6.16) using three validated instruments: the Social Media Usage Scale, the Algorithmic Media Content Awareness Scale, and the New Media Literacy Scale. Structural Equation Modelling (SEM) was employed to examine the hypothesised relationships. The analysis revealed a positive and significant association between new media literacy and algorithmic content awareness. However, no direct relationship was observed between new media literacy and social media use. Instead, the effect of literacy on usage was found to operate indirectly through algorithmic awareness. These findings underscore an important role of algorithmic awareness in influencing how individuals engage with social media, suggesting that literacy alone does not directly predict usage patterns. The study highlights the need to integrate digital literacy education with algorithmic awareness training to foster critical engagement with media content. It also contributes to the theoretical development of Agenda-Setting Theory by incorporating algorithmic mediation within digitally networked environments.