Abstract

This study is aimed to determine the literacy levels of media and television and the level of addiction of sport consumers filtered out of the students of the School of Physical Education and Sports and to investigate the relationship between these two levels. Sport consumers studying in Mugla University, School of Physical Education and Sports constitute the study group. "Media and Television Literacy Level Scale" was used in the research. The level of internal consistency is found by researchers in order to determine the reliability of the scale. The reliability coefficient for the dimension of the literacy of the scale was .73 and the dimension of addiction was .75. The scale was applied by researchers to 409 sport consumers who study in the School of Physical Education and Sports of Mugla Sitki Kocman University by using face-to-face interview method. Data were evaluated by use of SPSS 19 software package program and interpreted in the form of tables. As a result, 39.9% of sport consumers were found to be literate, 49.6% to be high-level media and television literate and 10.5% were found to be medium-level media and television literate. According to this result, the media and television literacy levels of sport consumers can be said to be high. An inverse relationship was found for scores of literacy and addiction that was examined in the first two parts and the scores of media and television literacy levels. The average literacy level of sport consumers was at a high level and the level of addiction was found to be low.

Key words: Media literacy, television literacy, addiction, sport consumer, student.