ABSTRACT
Higher education is undergoing a period of universalization, characterized by digitalization and shifting perceptions of study. This is characterized by accelerated digitalization of educational processes and significantly changing conceptions and perceptions of study. In this context, it is important to consider the value of study not only in terms of applying oneself economically, but also from the perspective of subjective experience, motivation, and the development of relevant competencies for life in the information society. This case study identifies the perception of higher education values among students at the University of Finance and Administration in Prague, based on Martin Trow’s theoretical framework. It examines how these perceptions reflect students’ motivation and readiness to develop critical competencies for life in a digitalized culture. A comparative analysis focuses on differences between students in programs with integrated media/ digital literacy (Marketing/Media group – MM) and those without such training (Criminology/Law/Finance group – CLF). The quantitative survey (N=289) shows that while over 90% of respondents feel pride in their studies and exhibit goal orientation, the main findings indicate a shift toward pragmatic value and an erosion of academic ambitions. Significant findings include cognitive and emotional alienation: approximately onethird of students (34% MM, 29% CLF) feel bored in class. Most students (64% MM, 57% CLF) prioritize passing exams over achieving good grades, suggesting a weakening relationship to education as an intrinsic value. In the social-interactive dimension, MM students show a higher willingness to discuss course content (75%) compared to CLF students (63%). Furthermore, roughly 40% of students feel uncertainty about their professional future. These findings reinforce the thesis that intrinsic motivation is decisive for strengthening knowledge and skills in contemporary digital society.
KEY WORDS
Critical Thinking. Digital Cultural Capital. Digital Literacy. Higher Education. Media Literacy. Student Motivation. Universalization.
DOI
https://doi.org/10.34135/mlar-26-01-03
The Value of Higher Education in a Population of Students of Marketing and Media Communication in the Stage
of the Universalization of Education © 2026 by Ondřej Roubal, UCM Trnava is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license.