Assessing the Effectiveness of Media Literacy in Zambian Journalism: A Case Study of Feature Articles at the Daily Nations Newspaper (Lusaka)

Information is believed to be the main component in which people’s minds and personalities are shaped. As sources of information increase so does the rate at which information is being disseminated. However, one of the most disheartening things is learning about the increase in fake news, attributed to lack of proper understanding and analysis of the context of information, an investigation this study aims to address. This study presents the findings obtained in assessing the effectiveness of media literacy in Zambian journalism, coupled with the research objectives to assess the effectiveness of critical thinking, as measured by the ability to analyze messages and identify biases and stereotypes, to investigate the effectiveness of production skills and media literacy practices in creating effective messages, using various media tools and technologies among journalists and to examine the effectiveness of civic engagement using media to participate in civic activities, advocacy and community building among journalists. The studies under specific disposition examined the perceptions and attitudes of media literate journalists and their ability to critique and analyze fake news in Zambia. Findings suggest that formal education was less significant in explaining the variation in the identification of fake news, and that source credibility as a criterion for news trustworthiness was insignificant in Zambia. The study further revealed that other than critical thinking, production skills and civic engagement, fact-checking skill is another key factor that influences the capacity for media literacy in Zambian journalists.