Reclaim the media

A chilling reminder of the perils of disinformation as well as misinformation recently struck Pakistan when what seem till now to be false rumours led to the tragic death of a 50-year-old man amid student protests in Lahore. Just a couple months back, the UK witnessed similar chaos, as baseless rumours ignited violent attacks on minority communities. These incidents underscore the urgent need to clean up the mess misinformation has made of journalism and to restore the credibility and public trust that media once held. Coinciding with Global Media Literacy Week (October 24-31), the world has an opportunity to scrutinise these issues closely, especially the role that generative AI and digital content creators now play in amplifying the dangers of unchecked information. The shift from print to digital journalism, while revolutionary, has also fueled the spread of disinformation and misinformation, transforming journalism from a discipline of verification into a sometimes reckless pursuit of clicks. Media organisations, battling financial pressures in an era of instantaneous news consumption, often struggle to keep up with the speed of online disinformation. Populist leaders exacerbate this problem, accusing legitimate journalism of ‘fake news’ to cement their influence, creating an environment where divisive and malicious actors can thrive. This phenomenon is dangerously amplified by financial incentives.

This high-choice media landscape, once seen as a victory for media freedom, now fosters a breeding ground for conspiracy theories and alternate realities. With so many competing sources, people are left navigating an overwhelming volume of conflicting narratives, often turning to sensationalist reporting over verified facts. The introduction of generative AI adds another layer of complexity. Even established newsrooms are not immune to the pull of these manufactured stories, highlighting the industry’s vulnerabilities. The solution requires a global, collective effort. Governments, tech companies, media organisations, and educational institutions must coordinate to address this crisis. Newsrooms should double down on editorial rigour, implementing stricter fact-checking and verification processes for content published on digital platforms. Transparency about sources and production methods can also build credibility, helping audiences distinguish reliable news from disinformation.

Social media platforms must also take greater responsibility for moderating content that can incite violence or hatred. Beyond regulation, improving media literacy worldwide can empower individuals to critically analyse the news they consume, reducing the influence of viral hoaxes and sensationalist headlines. Through training programmes, workshops, and educational initiatives, audiences can develop a healthy scepticism toward unverified information, resisting the lure of ‘clickbait’ and ‘rage-bait’. This Global Media Literacy Week offers a critical juncture for stakeholders to strategise solutions. If journalism is to reclaim its role as a trusted pillar of society, the industry must not only adapt to the digital age but actively counter the forces that degrade it. What we need to advocate for as journalists and as audiences is more fact and less fiction. The path to a more credible journalism landscape may be complex, but the urgency for action has never been clearer.