Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Master of Arts in Journalism (MA)

Degree Level

Graduate

Department

Journalism

Advisor/Mentor

Foster, Bobbi

Committee Member

McCaffrey, Raymond

Second Committee Member

Hu, Sisi

Third Committee Member

McCaffrey, Raymond

Keywords

Experiment; Quantitative; Raw Milk; Social Media; Survey; Traditional Media

Abstract

People are changing why they use social media, what used to be a way to unwind and stay in touch with old friends is now being used for something much different. This study looks into how young adults (ages 18–25) perceive and retain information from social media compared to traditional media. As social media increasingly functions as both an entertainment and news source, the distinction between it and traditional journalism continues to diminish. Using a quota sample of 300 participants, data were collected through a Qualtrics survey measuring media engagement, usage, perceived credibility, and knowledge retention. Participants were exposed to both a magazine news article and a social media video on the same topic of raw milk, followed by comprehension questions. Results showed similar knowledge retention across both formats, with social media slightly higher (55.4%) than traditional media (50%). Participants also reported significantly greater engagement with social media, spending more time on these platforms and frequently using them to stay informed. Despite perceiving social media content as more biased, respondents rated it as more trustworthy and factual than traditional media and were less likely to seek additional verification. These findings suggest a shift in how young adults evaluate and consume information, emphasizing the growing influence of social media as a primary news source and the need for increased attention to media literacy.

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