THE THEORETICAL AND METHODOLOGICAL FOUNDATIONS OF FORMING MEDIA COMPETENCE IN STUDENTS IN PROFESSIONAL EDUCATION

This article examines the theoretical and methodological foundations of forming media competence in students within the system of professional education. In the context of rapid digitalization, global information exchange, and the growing impact of mass media on social consciousness, media competence has become one of the key components of professional and personal development. The study analyzes the essence of the concept of media competence, its structural components, pedagogical significance, and its place in the professional training of future specialists. Special attention is paid to methodological approaches, including competence-based, activity-based, personality-oriented, and integrative approaches. The article also identifies the pedagogical conditions, didactic principles, and effective teaching methods necessary for developing students’ ability to critically analyze, interpret, create, and ethically use media content. The findings show that the systematic integration of media education into professional training contributes to students’ critical thinking, information culture, communication skills, and readiness for independent decision-making in modern society. The article proposes practical recommendations for improving the process of developing media competence in professional education institutions.