Media Literacy in the Era of Synthetic Media and Generative Artificial Intelligence: Perceptions of Primary Education Teachers

Vol. 5 | No. 2 | November 2026
Maja Mitevska-Poceva
“Brakja Miladinovci” Primary School, St. Goce Delchev 2, Probištip, North Macedonia
DOI: 10.64370/VSEP9858

Abstract

The dynamic development of generative artificial intelligence and the emergence of synthetic media are significantly transforming the modern media ecosystem, opening new opportunities, but also posing serious challenges for media and information literacy. The increasingly frequent presence of AI-generated content (text, image, audio, and video) blurs the boundary between authentic and synthetic information, which leads to a rethinking of traditional concepts and the need for new competencies for functioning in the digital society. In this context, critical thinking, AI literacy, and algorithmic literacy become key elements of contemporary media education. The purpose of this paper is to analyze the implications of synthetic media on media and information literacy and the need to redefine educational competencies in conditions of generative artificial intelligence, by examining the perceptions of primary education teachers. The research combines theoretical analysis of relevant literature and empirical research with a survey questionnaire. The focus is on teachers’ awareness of synthetic media, their views on the application of generative artificial intelligence in education, and the need to develop new competencies among students and teachers. The results are expected to show that traditional models of media and information literacy are not enough, but that their expansion through the integration of AI literacy, algorithmic literacy, and critical thinking as key competencies of the 21st century is necessary. The research findings can contribute to the advancement of theoretical knowledge in the field of media education, as well as to the creation of modern educational policies and practices aimed at the development of critical, responsible, and media-literate citizens.

Keywords: synthetic media; generative artificial intelligence; AI literacy; algorithmic literacy; critical thinking

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