ISSN: 2222-6990
Open access
Alternative media refers to media channels that serve as social networking platforms offering a different perspective from mainstream media. The proliferation of alternative media further enriches the media landscape and enables the public to make more informed decisions. Due to its fast nature in accessing the latest information, this media has gained a place in the community. Young people, especially university students, are seen as popular users of alternative media compared to other groups. Although alternative media brings many benefits in enriching communication and increasing access to various perspectives, users need to be careful to avoid unethical use. Therefore, this study was conducted to examine the knowledge, perception, and attitude towards the use of alternative media by university students in their daily communication. This purposive study used a quantitative method with a student population of 287 and a sample of 258 people. To analyze statistics descriptively, Structural Equation Modeling (SEM) was used, and further data was generated using Smart PLS version 4.0.9.2. This quantitative data was also tested using SPSS 26, specifically using a t-test to examine differences by gender and ANOVA to test demographic differences in the programs followed by the students. Based on using Smart PLS to directly test the relationship of factors on the level of communication, it was found that three variables showed a significant effect for the t-value: the knowledge factor, the perception factor, and the attitude factor. Students who use alternative media wisely and ethically are able to develop healthy social relationships, achieve academic success, and prepare themselves for a better life.
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(Awang et al., 2024)
Awang, A., Jalil, M. S. A., Bakar, R. A., Ahmad, W. H. S. W., & Ahmad, S. (2024). Knowledge, Perception and Attitude of Students at Uitm Terengganu towards the Use of Alternative Media Communication. International Journal of Academic Research in Business and Social Sciences, 14(8), 515–531.
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