
Like most of the developments of the 20th century, the move from mass media o interactive media was one we undertook without understanding the full implications. We jumped into the latest trend without realizing it was a revolution in how we access, put out and perceive information.
Social media has, to a large extent democratized content and before we realized it, this led to an information overload. The shocking “whatsapp lynching”s of 2018 woke India to the dangers of fake news and made us a bit more conscious of the source of information. Advertisements on tv and newspapers reminded people to not trust forwarded messages and information on social media. One could argue that this was a first step towards media literacy.
However, even the campaign could not stop the circulation of fake news on whatsapp. Over the last week, I have personally come across a video of a Muslim fruit seller licking his fruits with the caption that he was spotted doing so after the outbreak of the pandemic and a video of “three generations” of a Russian family performing an gymnastics routine together. A simple google search revealed both to be untrue. While the use of an old video to incite panic amidst the pandemic was done to increase communal tensions, why someone would go through the pain of creating the ridiculous backstory for the gymnastics performance is beyond my comprehension. Be that as it may, the sheer number of people in India, and the different levels of education makes it impossible for mass education campaigns such as these to succeed.
Moreover, whatsapp advocated getting your news from reliable sources which included newspapers and television. The obvious problem with this was that newspapers and television channels often aren’t too particular about the source of their news themselves. The rush to cover all the latest pieces of news often leaves newspapers and news channel without sufficient time to fact-check. While sometimes these are honest mistakes which are clarified by the editor as soon as possible, there are times when unconfirmed “juicy news” is broadcast simply to grab eyeballs.
Republic TV, notorious for its sensational debates, broadcasts and exposes famously attacked Arundhuti Roy caliming that she had said “70 lakh Indian soldiers cannot defeat Azadi gang in Kashmir” . CNN News 18 was quick to jump on to this bandwagon, broadcasting debates about the same. It was later found out that this comment originated in a Pakistani website called timesofislamabad.com and was circulated by a number of fake news websites including Postcard news. While digital news site Newslaundry published a formal apology after Wire exposed that the news was false, there was no apology from the TV channels.
Thus believing “reliable” news sources without fact checking does not constitute media literacy. Despite what Whatapp claimed in its campaigns, not all news channels and news papers are equally reliable. Republic TV might have made a bad name for itself but even the most reliable of news organisations do mistakes.
Thus, now more than ever it is important that we learn how to navigate media. Media scholars refer to this skill as Media Literacy. We must be able to access, utilize, analyse, evaluate and create using all forms of communication. A large part of this in today’s context is to understand that each content creator has his or her own motive for creating the piece of context. Being media literate means being aware and discerning of the purpose for which content has been created.
Following this logic it is easy to discern that a piece of news in a leftist or rightist channel will have an inherent bias. Similarly, it is easy to teach the tech savvy younger generations to be wear to content when they can neither discern who the creator is or what his motive was. However, a person may still not be media literate enough to understand if a news piece is fake. For instance, only people who understand the public relations industry may be able to realize that features about certain movies or human interest stories which feature a brand may have been created by a PR agency.
It is a well known secret that the media industry does not want its audience to be truly media literate. But if one wants to educate himself on the subject, one would have to undertake a detailed study of media organisations as well as all the invisible forces that influence them, be it the political party funding it, the mysterious “expert” quoted in the newspaper or the Publicist who organises the movie launch you read about.
But the irony of the situation is that even such a person who makes it his or her duty to study the media industry, will not be immune to the forces of media. No matter how careful we are, constantly being bombarded by information on social media, news sites, YouTube, as well as our interactions with our peers not only makes it impossible for us to fact check every piece of information we receive, it also makes it more likely that we confuse pieces of information that we come across. As such one may subconsciously associate an unverified picture they see online with a verified piece of news.
Recently, a number of people began to associate a Hindu article about rising Covid cases in Pune with a video of a mock drill conducted there. This led to wide spread panic. Even those who are most well versed with how the industry functions are not able to actively analyse every piece information that they come accross.
As such I do not believe it is possible to be media literate in the true sense of the word. What matters is the degree to which we are informed and can discern for ourselves.













