BY LAKACEHEW ATINAFU
The innovation of new technologies and the era of digital journalism coupled with the influx of social media has brought about broader challenges among societies of the developing nation where the concept and the need for media literacy is not well developed and seen as supplementary.
Though different definitions have been given to the concept, [media literacy] the best expressive definition so far is: “the ability to access, search, analyze, and evaluate media content and information, and to use media and technologies to share information and to tell their own stories.”
Media literacy can secure people from being victims of “fake news”, cyberbullies, hate speech, or falling into an information bubble or echo-chamber (as opposed to being able to access and assess information from different sources and points of view).
According to Desalegne Aynalem, Lecturer of Media and Communication at Jimma University, the advent of social media has resulted in a new horizon of information dissemination in variety, interactivity and speed.
In a short stay with The Ethiopian Herald, Desalegne said that besides, the platform has resulted in ‘social media ownership’ of every citizen accessing cellphones and tabs. With the influx of information in connection to the advent of social media, a lot is expected to be disseminated and it is unsurprising to observe the dissemination of unwarranted and fabricated fake news stories, ill-informed views, ideas or comments.
Unfortunately, most of the pieces that are disseminated and circulated in the public sphere through this internet based digital platforms do not follow the tenets of journalism as they lack actual reporting processes and thoroughness; and do not pass through journalistic verification and accuracy steps. Worse than this; the stories may be entirely made-up tales that are fabricated or manipulated and presented to get some kind of impressions or profits, he added.
“The situation may even be worse in our context where the ‘us’ and ‘them’ attitude is propagated and labeling and other social chaos are sporadically evident.”
Especially, while the country is prepared to hold the 6th general national election across the nation, the situation may be difficult not to mention quite dangerous as the ideas, speech quotes, mottos, prior history of candidates of different parties and individuals may be subject to misinterpretations which may lead to undesired disputes, Desalegne unveiled the possible risks.
To minimize the possibility of such challenges in advance, both the mainstream and social media platforms owned by professionals should offer updated information about the election more than ever. The availability and accessibility of credible information can fill the information gap and build trust, the Scholar opined.
To this effect, programs revolving around media literacy should be planned and disseminated accordingly so as to generate media literate citizens.
In most developing countries, like Ethiopia where the pursuit for social currencies, the demand for dignity on the wrong track and the politics of resentment are prevalent, the abuse of social media ushers substantial complication upon societies.
Equally, the politics of ethnicity or tribalism coupled with the demand for recognition and vengeances by those who think they are marginalized plus unavailability of strong institutions that are capable enough to address the challenges, add broader sort of complications.
Advanced and mighty nations envisage and incorporated media literacy in their curriculum, legislate media laws and able to avert the devastating impact of fake news.
Since recent times, the misuse of social media and the wrong perception of identity as well as excessive tribalism that is initiated by some politicians who seek to advance their interest in a political system have been attempting to put Ethiopia in confounding situation.
Adversities of media illiteracy is not only confined to the neediest that have real queries but extends to people with expertize knowledge, centers of excellences, religious institutions.
In fact, these days globally and particularly, in developing nation like Ethiopia where there is no efficient legal frameworks which govern, regulate, criminalize and prosecute the abuse of social media, media illiterates are posing all-round threats upon the overall lives of their respective counties.
Cognizant of the aforementioned facts, the government, civic society organizations, as well as pertinent bodies should strive to create media literate society which builds an understanding the role of media in a society; as well as grasp the essential skills of inquiry and self-expression that are necessary for citizens of democracy.
Media literacy is one of the notable concepts which are used to equip citizens with the knowledge needed to understand the media. Media literacy, according to Sonia Livingstone, one of the leading professors in the field, is all about the ability to access, analyze, evaluate and create messages across a variety of contexts.
It is not about teaching via the media but prior to that, teaching about the media. Its ultimate goal is ensuring that citizens have adequate knowledge about how the media works, verifying the reality about what is being written or broadcasted and, rethinking about consequences before sharing information.
The use of digital media among societies with poor knowledge or ignorant of media literacy is the nation’s big challenge more particularly for countries like Ethiopia, which has been striving to get rid of poverty setting out stretched development goal. Besides, our multiculturalism nature, the fact that we live in the digital age and the democracy is being at its infancy stage; all made the need to media literacy an exigent one.
Many believe that government of Ethiopia should invest highly in education incorporating media literacy as a common course for learners in every discipline as educating the nation is the most effective method to bring about behavioral change.
The Ethiopian Herald March 19/2021
