<![CDATA[The rapid growth of digital media in the big data era has transformed student communication, learning, and social interaction. Platforms such as TikTok, Instagram, Google Classroom, and Zoom offer opportunities for creativity, academic collaboration, and flexible learning. However, their use also produces extensive digital traces that may expose users to data misuse, privacy breaches, misinformation, and weak account security. This article examines digital media utilization among students of IAIN Parepare by focusing on personal data privacy and digital literacy. Using qualitative library research, this study synthesizes literature on digital literacy, communication privacy management, new media, and big data. The findings show that students benefit from digital platforms but often lack adequate awareness of how personal data are collected, processed, and monetized. Digital literacy must therefore include critical information skills, privacy awareness, cybersecurity habits, and ethical communication. Strengthening institutional digital literacy programs is essential to build a safer, critical, and responsible academic digital culture.]]>
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