Measuring the Impact of Internet Memes on Social Interaction and Digital Communication Skills Among Students of the Faculty of Media at Yarmouk University: A Regression Analysis

Abstract

Objectives: This study explores the impact of internet memes on social interaction among students at the Faculty of Media, Yarmouk University, Jordan. It investigates how internet memes influence social engagement, understanding of social issues, participation in university activities, and the development of digital communication skills. Methods: A survey methodology was employed, utilizing descriptive and analytical approaches to address the research questions. A sample of 210 students from different departments within the Faculty of Media at Yarmouk University was selected. The survey consisted of two sections: the first focused on demographic information and meme usage patterns, while the second assessed the impact of memes on social interaction, understanding of social issues, participation in discussions, and digital communication skills. Data were analyzed using simple regression techniques. Results: The findings revealed that internet memes had a strong impact on social interaction (78%), communication skills (79%), and engagement with social issues (78.3%). However, their effect on fostering a deeper understanding of social issues was moderate (77%). Regression analysis showed that meme usage significantly contributed to improvements in social interaction, understanding of social issues, and communication skills, with statistical significance across all measured variables. Conclusions: The study concludes that internet memes play a significant role in enhancing social interaction and communication skills among students at Yarmouk University. While memes help raise awareness about social issues and increase student participation, they are less effective in fostering a deeper understanding of complex social topics.