Identifying the Factors Affecting Virtual Media Literacy Education and Presenting a Qualitative Framework
Keywords:
Virtual education, media literacy, qualitative frameworkAbstract
The present study was conducted with the aim of identifying the factors affecting virtual media literacy education and presenting a qualitative framework. In terms of purpose, the study was applied; in terms of data, it was exploratory qualitative research; and in terms of implementation, it was based on emergent grounded theory. The participants in the qualitative section included academic experts and specialists knowledgeable and informed about virtual media literacy education, as well as experienced managers of Iran Customs Administration. Using the snowball sampling method, interviews were conducted with 22 participants until theoretical saturation was achieved. Data collection was carried out through library research (document analysis) and field research (semi-structured interviews). The validity of the qualitative instrument was established through triangulation, including data triangulation, researcher triangulation, and methodological triangulation. Data analysis was performed using the theoretical coding technique based on emergent grounded theory through the identification of open, axial, and selective codes. The findings led to the identification of 5 dimensions, 18 components, and 87 indicators as factors affecting virtual media literacy education, including cultural factors with 3 components and 15 indicators; structural factors with 4 components and 19 indicators; content-related factors with 4 components and 17 indicators; technological factors with 2 components and 7 indicators; and educational factors with 5 components and 29 indicators. A qualitative framework for virtual media literacy education for employees of Iran Customs Administration was presented. Finally, the theoretical validity of the findings was confirmed through expert validation. The findings of this study indicate that virtual media literacy education in Iran Customs Administration is influenced by a set of cultural, individual, structural, technological, content-related, and educational factors that directly affect employees’ ability to analyze digital information and make informed decisions. Identifying these factors provides the basis for designing targeted educational interventions aligned with the specialized missions of customs administration, and the proposed qualitative framework can serve as a practical foundation for enhancing information security, organizational efficiency, and the professional development of employees in Iran Customs Administration.
Downloads
References
Arezi, F., Hasanmoradi, N., & Mehdizadeh, S. (2024). Designing an Educational System for Teaching Media Literacy to Adolescents. Educational Management Research, 15(59), 33-55.
Bayani, S. (2025). The Role of Media Literacy in Enhancing Family-School Interactions. Strategic Research in Education and Training(43), 291-307.
Bond, M., Zawacki-Richter, O., & Nichols, M. (2024). Revisiting Digital Learning: Critical Perspectives on Online Education after the Pandemic. Educational Technology Research and Development, 72(1), 1-18.
d'Haenens, L., & Joris, W. (2025). Editorial: Media Literacy in a Digital Age: Taking Stock and Empowering Action. Media and Communication, 13. https://doi.org/10.17645/mac.9759
European, C. (2025). DigComp: The Digital Competence Framework for Citizens (2025 Update).
Frau-Meigs, D., Velez, I., & Flores Michel, J. (2023). Public Policies in Media and Information Literacy. Routledge.
Gerigk, Y., Freudenberger, F., Hunze, S. M., Valtin, G., Nieding, G., & Ohler, P. (2025). A Digital Training Program Fostering Media Sign Literacy in Preschool Children: An Evaluation Study. Media Psychology. https://doi.org/10.1080/15213269.2025.2531418
Ghasemi, M., & Ahmadi, Z. (2023). Analyzing the Status of Media Literacy Education in the Government Employee Training System. Educational Management Research Quarterly, 15(1), 101-126.
Hodges, C., & Fowler, D. J. (2024). Online Professional Learning in Digitally Transforming Organizations. Online Learning Journal, 28(1), 1-20.
Hosseini, M., Ahmadi, N., & Rezaei, S. (2025). Competency-Based Design of Media Literacy Education in Governmental Institutions. Quarterly Journal of Management and Communication Research, 9(1), 41-74.
Kadkhodaeian Arani, H., Vasefian, F., & Shahtalebi, B. (2024). Content Analysis of the Secondary-School Critical Thinking and Media Literacy Textbook Based on Critical Message Evaluation Education. Educational and School Studies, 13(3), 157-176.
Kebritchi, M., Lipschuetz, A., & Santiague, L. (2025). Issues and Challenges for Teaching Successful Online Courses in Higher Education: A Systematic Review. Journal of Educational Technology Systems, 53(1), 3-29.
Khajeh, F. (2025). Investigating the Relationship between Media Literacy and Satisfaction with Virtual Education. https://civilica.com/doc/2271417
Khosravi, P., & Parsanejad, M. (2024). Investigating the Effect of General Virtual Education Approaches on Improving Cyber Media Literacy among Female Elementary School Teachers in District 4 of Tehran. Journal of Psychological and Educational Sciences Studies, 7(77), 463-481.
Lazou, C., & Tsinakos, A. (2025). A Framework for Participatory Creation of Digital Futures: A Longitudinal Study on Enhancing Media Literacy and Inclusion in K-12 through Virtual Reality. Information, 16, 482. https://doi.org/10.3390/info16060482
Livingstone, S., Stoilova, M., & Nandagiri, R. (2024). Transparency, Accountability and Media Literacy. Information, Communication & Society, 27(2), 215-231.
Mahdavi Nasab, H., Farzamnia, N., & Azar, D. (2024). Identifying and Ranking Strategies for Improving Media Literacy among AJA Officer University Students in Confronting Cognitive Warfare. MILITARY MANAGEMENT QUARTERLY, 24(96), 78-112.
Mohammadi, A. (2022). Virtual Education and Media Literacy Challenges in Governmental Organizations. Iranian Higher Education Studies, 14(2), 55-78.
Motamedi Mohammadabadi, M., Nasr Esfahani, A., Asadi, A., & Zamani, B. E. (2022). Designing a Media Literacy Education Model for Teachers Based on a Grounded Theory Approach. Curriculum Studies, 17(67), 139-170.
Ng, W. (2025). Media and Digital Literacy for Professional Learning in Virtual Environments. Educational Technology Research and Development, 73(1), 25-44.
Obaid, S., & Aghaei, H. (2025). Investigating Cyberspace and Media Literacy. Strategic Studies of Humanities and Islamic Sciences, 73(19), 147-165.
Obasi, H. U. (2025). The Role of Media Literacy in Combating Misinformation: Exploring the Effectiveness of Media Literacy Programs in Enhancing Critical Thinking Skills and Reducing the Spread of False Information: A Literature Review. MRS Journal of Arts, Humanities and Literature, 2(3), 1-5.
Oecd. (2025). Skills for the Digital Transition: Media and Information Literacy.
Pangrazio, L., & Cardozo-Gaibisso, L. (2023). Rethinking Media Literacy in Education. Learning, Media and Technology, 48(3), 261-275.
Pokulyta, I. K., & Sotska, O. V. (2025). Media Literacy Education: Strategies and Challenges. CTE Workshop Proceedings. https://doi.org/10.55056/cte.668
Raji, T. O., Oladimeji, O. A., & Akinyera, M. B. (2025). Media Literacy in Education: Preparing Students for a Digital World. Journal of Educational Studies, Trends and Practice. https://doi.org/10.70382/sjestp.v8i8.028
Reddy, P., Sharma, B., & Singh, M. (2023). Digital Literacy and Online Learning Readiness among Public Sector Employees: Challenges and Capacity-Building Strategies in Emerging Economies. International Journal of Educational Technology in Higher Education, 20(1), 45-61.
Saravani, E., Shariatmadari, M., Kordestani, F., & Hamidifar, F. (2023). Identifying the Components and Consequences of Virtual Education for Cyber Media Literacy: A Case Study of Elementary Teachers in Zahedan. Research and Innovation in Education and Development, 3(4), 130-145.
Saravani, E., Shariatmadari, M., Kordestani, F., & Hamidifar, F. (2025). Structural Equation Modeling of Virtual Education for Cyber Media Literacy: Case Study of Primary School Teachers in Zahedan. Iranian Journal of Educational Sociology, 8(2), 1-12. https://doi.org/10.61838/kman.ijes.8.2.13
Shahamat, N., Davarpanah, A., Zarei, R., & Ahmadi, E. (2024). Designing and Validating a Media Literacy Education Model in Education Using a Mixed-Methods Approach. Curriculum Research, 14(2), 225-246.
Unesco. (2025). Global Framework for Media and Information Literacy Education.
Van Laar, E., Van Deursen, A. J. A. M., Van Dijk, J. A. G. M., & De Haan, J. (2025). Digital and Media Skills for Complex Organizational Environments. Computers in human Behavior, 148, 107902.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2025). Digital Transformation and Workforce Capabilities. Journal of Business Research, 163, 113870.
Vial, G., Wemmer, F., & Schmid, S. (2025). Managing Digital Transformation: A Review and Research Agenda. MIS quarterly, 49(1), 1-34.
Yates, S., & Partridge, H. (2024). Media and Information Literacy in the Workplace: A Framework for Digital Competence Development. Journal of Workplace Learning, 36(2), 101-119.
Downloads
Published
Submitted
Revised
Accepted
Issue
Section
License
Copyright (c) 2025 Leila Abedinipour (Author); Fereshteh Kordestani (Corresponding author); Yalda Delgoshaei, Abbas Khorshdi (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
