Sedigheh Babran, Shima Soltanian Page ۵۳
The main objective of the present research is “to identify the role of media literacy in preserving and promoting the individual identity among the youth in Tehran.” To clarify the issue، media literacy can be defined as the ability of accessing، analyzing، evaluating، and processing the information. It is actually a kind of understanding based on a skill on which all kinds of media and its products can be realized، known، and differentiated from each other.The media literacy is in fact، a technique to face media actively without being submitted thoroughly to its messages. This technique can be taught to the individuals so that they can apply it in a way to conserve and promote their identities wisely while they use media and its messages without any hesitation in their beliefs and infecting their ideas
To achieve this goal، the Communication Theories of Agenda Setting،Uses and gratifications and Cultivation and Modernity and self-identity Anthony Giddens and Network Society Manuel Castells are used. completed. The research data was analyzed using SPSS software and the results of this study indicate that: There are significant relationship among the level of media literacy، awareness of the hidden objectives of the media، understanding the content of media messages، the skills to make informed choices and maintaining and promoting youth personal identity. The study also indicated that there is no significant relationship between the amount of learning and improving skills in analysis and personal identity.
Keywords: media literacy, Individual identity, Young