Rethinking Media Literacy 2025

Some of the most direct influences on a person’s experience stem from their close relationships, particularly within families, among caregivers and through interactions with peers. These relationships play a foundational role in shaping perceptions of what is considered normal and desirable behaviour, including how individuals engage with information and media. Trust within these relationships amplifies their impact, as advice, opinions and examples from loved ones are often internalized. For MIL, interventions at the interpersonal level could leverage these dynamics to counter disinformation effectively. Social pressure within peer groups can discourage the sharing of false or misleading information, creating a culture where accuracy and verification are valued. Parents and caregivers can play a critical role by setting expectations for the responsible use of social media and actively guiding children in recognizing and addressing disinformation they encounter. This could include activities such as co-reviewing content, discussing sources and modelling critical questioning. Additionally, community-based workshops or campaigns can provide families and friends with tools to engage in constructive dialogue about media habits, fostering a shared commitment to information integrity in everyday interactions. Communities play a pivotal role in shaping norms, behaviours and attitudes, providing individuals with a sense of belonging and shared identity. These communities can take many forms, ranging from religious groups and local organizations to cultural associations, workplace networks or online forums dedicated to shared interests. Within these spaces, members often look to one another for guidance, reinforcement of beliefs and cues about acceptable behaviours, including how they consume and share information. The role of community in MIL is especially critical because disinformation often spreads through trusted interpersonal and communal networks, where it can quickly gain traction. Some communities are disproportionately targeted or impacted by disinformation due to factors such as social vulnerabilities, language barriers or historical marginalization, making tailored interventions even more essential. Community norms, whether formalized or informal, significantly influence how disinformation is perceived and propagated, as members may feel pressure to align with the group’s prevailing narratives or actions. To address these dynamics, MIL initiatives should actively engage communities, empowering them to recognize and resist disinformation while reinforcing positive norms around information sharing. This can include community-driven workshops, partnerships with local leaders or influencers and the creation of resources tailored to specific cultural or contextual needs. By leveraging the trust and cohesion within communities, such efforts can foster a collective resilience to disinformation and encourage healthier, more informed interactions with media. Institutions are foundational components of social structures, shaping daily experiences and influencing behaviour on a broad scale. From workplaces and educational systems to healthcare providers, governments and platforms, institutions play a critical role in establishing norms, providing resources and enforcing standards. The trust people place in institutions gives these entities significant authority to influence perceptions, decisions and habits, making them key players in efforts to combat disinformation. In the context of MIL, institutional-level interventions offer unique opportunities to address disinformation systematically. For non-platform institutions, such as employers or schools, interventions could include integrating MIL training into standard onboarding or professional development programmes, much like cybersecurity or privacy training. These programmes could focus on teaching employees or students how to critically evaluate information, identify disinformation and practise responsible sharing of content. Governments and healthcare institutions, as trusted sources of authority, could contribute by disseminating verified information and promoting public awareness campaigns to counter disinformation. However, if trust in institutions is lacking, the information they disseminate may fail to resonate with the public – and in some cases may even undermine efforts to counter disinformation.5.2 Interpersonal 5.3 Community 5.4 Institutional Rethinking Media Literacy: A New Ecosystem Model for Information Integrity 24