Beyond Skills: Digital Media Literacy and Ethical Awareness Among Gen Z in AI Culture.
DOI:
https://doi.org/10.33102/jcicom.vol6no1.159Keywords:
Generation Z, media literacy, AI literacy, digital media, AI ethicsAbstract
This study examines how Generation Z in Indonesia interprets the use of artificial intelligence (AI) in digital communication practices, with particular attention to the shift from skill-based literacy toward reflective literacy in AI culture. The rapid integration of AI into content production and distribution has significantly transformed communication processes, positioning AI not only as a technical tool but also as a co-creator that shapes the production, circulation, and legitimacy of meaning. This transformation raises critical concerns related to authorship, originality, algorithmic bias, and ethical responsibility in digital environments. Using an interpretive qualitative approach, this study draws on semi-structured interviews with five Generation Z participants who actively use AI for academic activities and social media content creation. Participants were selected through purposive sampling based on their experience with AI and their willingness to reflect on their practices. Data were analyzed using thematic analysis supported by NVivo, enabling the identification of key patterns in participants’ perspectives and experiences.The findings reveal four main dimensions: (1) AI as a Cognitive Partner, supporting learning and idea generation; (2) Critical Awareness, involving the evaluation and verification of AI-generated information; (3) Dependency versus Cognitive Reflection, highlighting the tension between technological convenience and independent thinking; and (4) Reflective AI Literacy, encompassing technical competence, prompt literacy, and ethical responsibility.The results indicate that digital literacy among Generation Z is no longer limited to operational skills but is evolving into a reflective practice that integrates critical awareness and ethical judgment. This study contributes to the reconceptualization of digital media literacy by emphasizing the need to combine technical, cognitive, and ethical dimensions to foster responsible, critical, and reflective engagement with AI technologies.
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