Exploring the Factors Considered by College Students in Assessing the Credibility of Media Messages

Students are increasingly exposed to persuasive information that subtly shapes their decisions through trusted figures and authoritative messaging. This study explored the factors considered by college students in assessing the credibility of authority figures in media messages. This study utilized the qualitative description method to explore the experiences of ten college students from various programs at in Jose Rizal Memorial State University, Katipunan, Zamboanga del Norte, Philippines during the School Year 2024–2025, all of whom were purposively selected based on specific criteria related to their exposure to social media. Data were gathered through open, semi-structured, face-to-face interviews, conducted with strict adherence to ethical considerations. The data were analyzed using the thematic analysis. Verbatim responses, translated into English, were coded to identify themes. Six key themes emerged: Admiration and trust in influencers, critical thinking and self-awareness, consistency and transparency, fact-checking and independent validation, disillusionment and exposure to bias, and experienced-based disappointment. Students demonstrate a growing skepticism and critical media awareness by cross-checking information, examining credibility, and identifying biases, particularly in political content. They also show disillusionment with influencer marketing, favoring independent research and objective reviews in their decision-making. These findings point to a developing critical understanding of persuasive media tactics, emphasizing the need for strengthened media literacy among students, educators, institutions, families, and media practitioners.