The accelerating integration of digital technologies and artificial intelligence is fundamentally reshaping education and society. Consequently, key 21st-century competencies—critical thinking, creativity, collaboration, and communication—are essential (Kivunja, 2015; OECD, 2021). Creativity enables innovation, problem-solving, and adaptability (Robinson & Aronica, 2018) and is increasingly viewed as a developable competence (Antonis, 2021). Digital-native learners actively engage with technologies (Cowling, 2022), requiring teachers to adopt innovative pedagogies that foster creativity and critical thinking. Digital and media-based learning enhances engagement and collaboration (Redecker, 2022). Media literacy supports analysing and creating content responsibly (Hobbs, 2020), while teachers’ digital competence is key to fostering creativity (Didziuliene et al., 2025).

Methodology. This study adopts a qualitative research approach to explore how media literacy education contributes to the development of creativity among prospective teachers. Qualitative research enables an in-depth understanding of participants’ experiences and interpretations within real-life contexts (Creswell & Poth, 2018). Participants were second-year master’s students at Vytautas Magnus University. Three focus group discussions were conducted. The data were analysed using inductive qualitative content analysis (Mayring, 2014). Ethical standards were ensured throughout the study: participation was voluntary, informed consent was obtained from all participants, and the principles of confidentiality and anonymity were strictly maintained.

Research problem question: How can media literacy be used as a tool to develop creativity among pre-service teachers?

The purpose of this study is to investigate the role of media literacy education in developing creativity among pre-service teachers.

The results reveal show that media literacy education significantly fosters creativity among pre-service teachers. Digital tools such as video production and social media enhance creative thinking, collaboration, and communication. Media literacy activities also increase engagement, promote critical reflection, and connect learning with real-life contexts. Additionally, they support innovative pedagogy and strengthen readiness to work with digitally oriented learners.