An Audiovisual Strategy to Raise Higher Education Students’ Awareness about Digital Skills Development

Abstract

In today's modern world, digital skills have become crucial and recognized as an essential tool for citizens’ personal fulfilment, employability, active citizenship, and social inclusion. To address this topic, several initiatives have arisen. This study focused on developing an audiovisual strategy to be disseminated in social media, to raise higher education students’ awareness about digital skills development.

In the first stage, the study analysed the social media platforms used by higher education students and their preferences for audiovisual content consumption. The findings revealed that students gravitate towards short, impactful videos that evoke emotions and tell compelling stories. Based on these insights, five short videos were created incorporating these elements and disseminated on Facebook, YouTube, Instagram, and TikTok. Despite some challenges, such as the absence of paid video promotion in a saturated digital landscape, the videos demonstrated a degree of effectiveness in raising awareness among academic students about the digital skills sought by the labour market.