ISLAMABAD: Speakers on Thursday highlighted the need for a multi-pronged approach to combat fake news with a greater responsibility from journalists and media outlets, enhanced media literacy for consumers, and the development of technological solutions to verify information, whereas the panelists agreed that while the challenge of fake news was formidable, truth and credible journalism would ultimately prevail.
The increasing prevalence of fake news and its damaging impact on society was the central theme of a thought-provoking podium discussion titled ‘Beyond Fake News: Finding Truth in a World of Misinformation’ held at the 27th Sustainable Development Conference 2024 by the Sustainable Development Policy Institute (SDPI) in collaboration with the Ministry of Climate Change and Environmental Coordination.
The event, moderated by SDPI Deputy Executive Director Dr Shafqat Munir featured leading experts from various media sectors who discussed how fake news was undermining trust in journalism and suggested potential solutions for combating misinformation in the digital age.
The esteemed panel of speakers included senior journalist and former president of the Pakistan Federal Union of Journalists (PFUJ) Mazhar Abbas; Zebunnisa Burki from The News International, SDPI Executive Director Dr Abid Suleri and founder of Media Lab Asad Baig.
SDPI Executive Director Dr Abid Suleri, in his opening remarks, emphasised the need for data-driven decision-making in addressing the spread of fake news.
He pointed out that policy makers often react to public pressure when managing information, leading to hastily made decisions.
"Data-based approaches are essential to navigate this complex issue. Both journalists and researchers share a parallel role in gathering information without bias," he stated.
Dr Suleri also raised concerns about the regulation of media, noting that over-regulation could stifle free expression, while under-regulation could allow misinformation to spread unchecked.
Mazhar Abbas outlined the severe impact of fake news on public trust in the media, especially in a society increasingly polarised by political and social divides.
"Fake news has created widespread distrust towards media. In earlier times, print media had built-in checks and balances, with multiple layers of editors reviewing content. Today, the line between news and opinion has blurred, and media is often seen as amplifying personal viewpoints, which is a disservice to the audience," he said.
Mr Abbas pointed out the challenge of countering the vast reach of fake content. He stressed that while social media played a pivotal role in spreading misinformation, banning news outright would only fuel propaganda.
"The solution lies not in censorship, but in creating media complaints commission with a majority of civil society representatives to ensure greater accountability," he proposed.
Mazhar Abbas also emphasised the need for three-tier source verification for sensitive news and argued that media outlets should focus on accuracy over sensationalism to regain public trust.
Zebunnisa Burki shared her views on how mainstream media could contribute to the spread of misinformation, citing the controversial Lahore alleged rape case as a key example where media failed to dig into the facts.
"In many cases, liberal media has failed to filter out misinformation, allowing conspiracy theories to thrive. Journalists must be introspective and accountable, ensuring that their content does not fuel disinformation," she said.
Ms Burki also highlighted the importance of media literacy, especially among younger generations.
"In countries like Finland and Sri Lanka, children are taught how to spot fake news as early as age 10. We need to do the same in Pakistan to build a more informed society," she added.
Asad Baig took a unique perspective, focusing on the economic drivers behind misinformation.
He noted that the monetisation model of social media platforms, which prioritised engagement and reach, inadvertently promoted fake news. "Platforms like Facebook and TikTok have algorithms that amplify hate-driven content, which leads to more engagement and, consequently, greater ad revenue," Mr Baig explained.
He likened misinformation to a virus that spreads through society, suggesting that, just like public health campaigns against viruses, society needs "herd immunity" against disinformation.
He proposed leveraging technologies like blockchain to verify information at the consumer level and argued that "consumer-end solutions" were key to tackling the problem.
During the question hour session, the speakers called for greater media literacy and more responsible journalism.
Meherunnisa Burki suggested that journalists need to undergo continuous training to adapt to the evolving landscape of digital media.
Asad Baig agreed, emphasising that AI and automation would play an increasing role in the next decade, and journalists must embrace these technologies empathetically while understanding their potential for good and harm.
Mazhar Abbas also urged media organisations to make better use of existing mechanisms like the Information Commission, which remained underutilised despite its potential for ensuring accountability in media practices.
