The study “Public service media as pivotal in combating misinformation and disinformation: prerequisites and approaches” by Annika Sehl from Catholic University of Eichstätt-Ingolstadt discusses the role of Public Service Media (PSM from now on) in not only providing reporting, but also combating mis- and disinformation in for example social media.
In the digital era, misinformation and disinformation is rife in social media and may even pose a threat to democracy itself. This is the environment in which PSM operates, and due to their commitment to informing and educating people, have to take a stance on.
The paper looked at three ways in which PSM may combat mis- and disinformation: 1) rigorous fact-checking, 2) enhancing media literacy, and 3) creating genuine PSM platforms that provide credible information. It also looks at the prerequisites for those approaches.
Fact-checking refers to a process where claims are evaluated on how truthful they are. There are already many initiatives for such service in European PSM, such as Channel 4’s FactCheck in the UK.
The research evidence for the efficiency of fact-checking is mixed (Nieminen and Rapeli, 2019), but some studies do show evidence that it can reduce misperception (Porter et al., 2017; Weeks, 2015; Weeks and Garrett, 2014). However, ideological factors affect the efficiency, and false beliefs may in some cases even be strengthened due to a backfire effect.
Concerns over the selection for statements for fact-checking have been expressed and also, the dividing line between a factual claim and an opinion is sometimes porous. Naturally, the credibility of the checkers is also of utmost importance. In addition, it can be difficult for PSM to maintain its impartiality while doing fact-checking of claims and counter-claims.
Second, PSM may enhance media literacy. This includes strengthening the citizens’ ability to critically evaluate media content they are exposed to. There are examples of this practice. MDR, a local PSM in Germany, hosts Medien 360 Grad platform exploring media literacy etc.
Media literacy is a promising venue for PSM but not without challenges. The initiatives often lack an evidence-based approach that limits the ability to determine effectiveness, and some research suggests that it may only have short term effects in helping people identify fake news.
Third, there are the genuine PSM platforms. These are hosted by PSM rather than commercial entities, and may seek to counterbalance the effects of commercial platforms such as Meta. There are examples of some small-scale projects already started in Germany.
In conclusion, PSM can play an important role in combating dis- and misinformation. The three approaches outlined above all show promise in this, but are not without their limitations. It should be also noted that the remedies are not universal, as PSMs differ greatly from each other.
The article “Public service media as pivotal in combating misinformation and disinformation: prerequisites and approaches” by Annika Sehl is in European Journal of Communication. (Open access).
Picture: BBC Studios in Northern Ireland, Belfast, Northern Ireland. By K. Mitch Hodge.
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