Assessing Digital Media Literacy among Adults in Rural Kerala: A Micro-level Investigation

This study endeavours to probe the realm of digital media literacy among adults residing in a rural setting in the state of Kerala, India. Digital media literacy encompasses the capacity to proficiently navigate, critically evaluate, and pose relevant, insightful inquiries to comprehend and derive meaning from content prevalent in the digital landscape. It often amalgamates the multifaceted aspects of media literacy with the technological prowess of digital literacy. As we step into an era where competence in employing, participating in, and comprehending digital media and services becomes an imperative prerequisite for active engagement in the digital economy and broader societal discourse, this study assumes paramount significance. In the backdrop of the "Satyameva Jayate" initiative launched by the Government of Kerala in 2021, with a primary focus on countering the proliferation of fake news, this micro-level investigation aims to provide insights into the contemporary state of digital media literacy among the adult population within a rural milieu. The primary objectives of this research were twofold: firstly, to evaluate the patterns of digital media usage prevalent among adults, and secondly, to gauge their awareness levels concerning the reliability of information sources. The findings, rooted in a comprehensive questionnaire survey conducted among adults residing in Thekkekkara Grama Panchayath, Alappuzha district, unveil intriguing facets of digital media engagement. A substantial proportion of respondents exhibited limited awareness regarding fact-checking mechanisms and the potential perils associated with disseminating counterfeit or unsubstantiated content encountered through various social media platforms. The study also disclosed that more than half of the surveyed households relied on broadband connections for internet access, while the remainder depended on mobile data services. These findings illuminate the urgent need to enhance digital media literacy among adult populations, particularly in rural areas, and underscore the importance of initiatives like "Satyameva Jayate'' in promoting media literacy and responsible digital engagement.

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