Exploring the Potential of Audiovisual Social Platforms in Higher Education

Audiovisual social networks have emerged as potent instruments for content creation and dissemination across diverse fields, with education being no exception. Undoubtedly, we are witnessing a revolution in the methodologies employed for imparting and assimilating knowledge. In our investigation, we delved into the potential utilization of platforms like YouTube and Instagram within university settings, exploring the perceptions of a sample of 243 university educators from 29 Higher Education institutions regarding the strategic integration possibilities of these tools. The study also addresses perceived concerns and barriers through the UTAUT analysis model. Data, acquired through a self-administered questionnaire, was meticulously analyzed using a combination of descriptive and inferential design. Among the myriad of findings, the results underscore significant disparities in the relationship between gender and the proficiency of university educators in utilizing information and communication technologies (ICT). Notably, there is a marked preference for YouTube as an educational tool, juxtaposed with a comparatively lower adoption rate of Instagram in educational environments. This trend suggests a burgeoning interest in the realm of new media and its pivotal role in disseminating knowledge, particularly evident in fourth-level educational actions. However, limitations are apparent, chiefly in the form of insufficient training and resources hindering the effective implementation of these digital environments for educational purposes. The study sheds light on the evolving landscape of educational technology, emphasizing the need for addressing challenges to fully harness the potential of audiovisual social platforms in university contexts.