Media literacy and fact-checking as proactive and reactive responses to misinformation in Kenya and Senegal

This study examines how media professionals in Kenya and Senegal respond to misinformation using fact-checking and media literacy strategies and how they perceive these strategies for mitigating the spread of misinformation. We conducted 42 semi-structured in-depth interviews with people belonging to one of the following three groups: individuals employed in the news media such as journalists, reporters and editors; individuals working for either independent fact-checking organisations or doing fact-checking within the newsrooms of online and offline media; and individuals engaged in media policymaking. Findings indicate that media professionals in both Senegal and Kenya employ fact-checking strategies such as cross-checking information from primary, secondary and expert sources and verifying images and videos using reverse image search as reactive strategies. Consistent with inoculation theory, participants also promote media literacy as a proactive strategy to equip media producers and consumers with the knowledge and skills to critically engage with media content. Lastly, journalists, fact-checkers and policymakers lauded fact-checking and media literacy as effective strategies for mitigating the spread of misinformation, suggesting that both strategies should be used simultaneously to empower both media consumers and producers against misinformation.