A DEVELOPMENT OF THE MEASUREMENT INSTRUMENTS OF MEDIA LITERACY FOR HEALTH PRODUCT ADVERTISING ON SOCIAL MEDIA FOR UNDERGRADUATES
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Abstract
The objectives of this research were to: 1) create the measurement instruments of media literacy for health product advertising on social media for undergraduates; and 2) create norms for media literacy for health product advertising on social media for undergraduates. The samples consisted of undergraduates from four groups of higher education institutions from universities across the country using multi-stage random sampling. The samples obtained from multi-stage sampling were divided into three groups. The first group—60 undergraduates—was the tryout used to investigate the quality of the instrument, namely, difficulty, discrimination power, and reliability. The second group consisted of 420 undergraduate students to examine construct validity. The last group was 400 undergraduates to create norms for knowing about media literacy for health product advertising on social media. The questionnaire consisted of 42 questions with 5 elements: 1) access skills (four behavioral indicators); 2) analysis skills (three behavioral indicators); 3) evaluation skills (two behavioral indicators); 4) creative skills (two behavioral indicators); and 5) participation skills (three behavioral indicators). The situation measurement instruments were five response options and three levels of scoring, including three points for knowing level, two points for middle-level, and one point for not knowing level.The research found that: 1) the scale's content validity (IOC) was higher than 0.50 (0.67 - 1.00) ; 2) the scale's difficulty was between 0.43 and 0.79, and its discrimination power was tested with a t-test that was statistically significant at the .05 level (p < .05); 3) the scale's reliability (α-coefficient) was 0.932; and 4) the construct validity was a good fit with the empirical data. This showed that the health product advertising media literacy scale had construct validity. 5) The norm developed yielded the normalized T-score range of T23–T80.
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