Аңдатпа
The study addresses media competence as a key component of professional preparedness for future education managers in the context of digital transformation of education, responding to the growing demand for professionals capable of critically interpreting, ethically engaging with, and productively generating media content within digital learning environments. Methodology and Methods. The research employs a mixed-methods design incorporating an author-developed diagnostic questionnaire for self-assessment of media competence, along with observation, polling, and testing methods. The pedagogical impact of an online course titled “Digital Etiquette” was examined through pre- and post-intervention comparative analysis among control and experimental groups of master’s degree students to determine the effectiveness of targeted pedagogical interventions. Results. A structural model of media competence was conceptualized and empirically validated, integrating both media-specific and soft skills including critical thinking, motivation, creativity, communicative reflection, and operational readiness. The study demonstrated the effectiveness of targeted pedagogical interventions in developing media competence through systematic comparative analysis between experimental and control groups, revealing significant improvements in participants’ media competence levels following the online course intervention. Scientific novelty. The research contributes to the development and implementation of an integrated psychological-and-pedagogical programme for cultivating media competence through the fusion of digital tools and reflexive learning strategies, establishing a comprehensive theoretical framework that bridges media-specific competencies with essential soft skills for educational leadership. Practical significance. The study provides a validated framework for training education managers capable of leading ethically responsible and media-savvy educational processes in the digital age, offering evidence-based approaches and practical tools for developing media competence in future educational leaders within contemporary digital learning environments.