Fighting Fake News: Building Cognitive Resistance and Mental Antibodies Through a Digital Media Literacy Inoculation Intervention

Abstract

Misinformation in digital media is growing at an exponential rate. The rapid growth of technologies such as social media and artificial intelligence necessitates the skills to navigate through the vast amount of digital media information. Education in digital media literacy is critical to ensure students do not fall prey to easily manipulated features, yet obtaining these skills is not core to business schools’ learning objectives. This article proposes the use of digital media literacy modules within marketing courses to inoculate students from misinformation tactics. Our findings indicated that if students undergo this intervention, they can combat misinformation by applying information literacy, media literacy, and technological literacy techniques. Through exposure to misinformation tactics and the strategies for assessing information, students will strengthen their defense against misinformation and increase their digital media literacy. Information on these modules, learning objectives, and specific course topics for integration are provided and discussed.