NAVIGATING THE DUALITY OF SOCIAL MEDIA: JOURNALISTS’ PERSPECTIVES ON THE SPREAD AND COUNTERACTION OF FAKE NEWS IN SOUTH PUNJAB
Keywords:
Fake News, Journalists Perspectives, Media Literacy, Misinformation, News Verification, Social Media, South PunjabAbstract
This study examines journalists’ perceptions in South Punjab regarding the role of social media in the dissemination and mitigation of fake news within an evolving digital media landscape. Grounded in the theoretical frameworks of Media Literacy and the Social Construction of Reality, the research also incorporates concepts of digital competencies, ethical practices, and legal awareness to understand journalists’ responses to misinformation in their professional and socio-cultural contexts. Adopting a quantitative research design, data were collected through a structured survey administered to 620 professional journalists across South Punjab. A total of nine hypotheses were tested using statistical techniques, including descriptive statistics, t-tests, chi-square tests, correlation analysis, and regression modeling. The study explored journalists’ attitudes toward misinformation, verification practices, ethical challenges, regulatory frameworks, and inter-organizational collaboration. The findings reveal a strong consensus among journalists that social media platforms significantly contribute to the spread of fake news, particularly through algorithmic amplification and the prioritization of sensational content. While journalists demonstrate a commitment to ethical standards and acknowledge the importance of media literacy training, a notable gap exists between ethical self-perception and practical verification skills. Furthermore, the study highlights regional disparities in training opportunities and legal awareness, alongside concerns regarding the misuse of regulatory mechanisms such as the Prevention of Electronic Crimes Act (PECA) in Pakistan. The study recommends a multifaceted approach to combating misinformation, including strengthening journalists’ professional capacity, enhancing media literacy initiatives, ensuring platform accountability, and reforming regulatory frameworks in an inclusive manner. The research contributes to the theoretical discourse by contextualizing global media theories within Pakistan and offers practical implications for journalists, educators, policymakers, and digital platforms in fostering a more informed and resilient media ecosystem.
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