Social media in the learning ecologies of communications students: Identifying profiles from students' perspective

Social media can be a support during the initial training of communication professionals, although most studies on social media and learning have mainly focused on other professional groups. The purpose of this article is to explore how communication students learn and their use of social media platforms, in order to identify the role of social media in supporting communication students' learning. Data was collected using a questionnaire sent to communication students of the UOC and analyzed using a clustering technique, to identify student profiles based on how they organize their learning and their use of social media platforms. Our results suggest that there are 5 main student profiles: (i) students that learn through many contexts with strong support of Wikipedia, Blogs and YouTube; (ii) students with preference for academically guided learning resources; (iii) students with preference for informal and digital learning contexts, supported by social networks; (iv) students with preference for physical and formal contexts with a slight support of interactive social media platforms and (v) students detached academically with low use of learning resources and occasional use of social media platforms. Findings show that in the formative stage, there is a different degree of utility of social media among communication students, with a division between platforms that we could designate as more static and sources of information (Wikipedia, blogs or YouTube) and more interactive and dynamic (Twitter, Facebook or LinkedIn). The findings of this article can help to inform and make communication studies more flexible, collaborative and personalized oriented. In follow up studies, it would be interesting to delve further into how COVID-19 has affected the role of social media platforms.