Last Tuesday, February 4, 2025, our LLP420 Media and Communication for Development and Social Change class, led by Dr. Jessica Noske-Turner, had the incredible opportunity to visit BBC Broadcasting House and engage with the team at BBC Media Action. It was a fascinating glimpse into the world of media development and the complex challenges of combating misinformation and disinformation in our increasingly interconnected world.

Our session was a dynamic discussion, not a formal presentation. We dove straight into the heart of BBC Media Action’s work, exploring the multifaceted nature of “information disorder,” a term encompassing misinformation, disinformation, and even biased reporting. What struck me most was the sheer breadth of their projects, spanning diverse geographical locations and tackling issues from governance and health to resilience and, of course, the ever-present challenge of misinformation.

One of the key takeaways for me was the importance of understanding the context in which information is consumed. As one of the team members pointed out, online data, while valuable, often neglects significant portions of the population, particularly in regions where BBC Media Action operates. They emphasized the need for both online and offline research methods, including surveys and qualitative interviews, to gain a more holistic understanding of how information spreads and impacts different communities. This multi-pronged approach allows them to analyze not just what information is being shared, but also why people believe certain narratives and where they source their information.

We also delved into the challenges of media literacy training, particularly for older populations who may not have the same “digital native” instincts as younger generations. The team shared their experiences with various interventions, including school-based programs and inoculation theory trials, aimed at equipping individuals with the skills to identify and resist misinformation. It became clear that there’s no one-size-fits-all solution, and that understanding the psychological state of news consumers is crucial for developing effective strategies.

The discussion touched upon some of the most pressing issues facing the media landscape today, including the role of social media algorithms in the spread of misinformation, the challenges of regulating tech platforms, and the ethical dilemmas faced by journalists working in a fast-paced, competitive environment. We explored the complexities of fact-checking, the limitations of current approaches, and the need for more systemic solutions. The team also shared insights into the challenges of ensuring the sustainability of media development projects, particularly in contexts where media outlets struggle financially and face political pressures.

Our visit to BBC Media Action was a truly eye-opening experience. It provided a valuable opportunity to connect the theoretical concepts we’re learning in class with the real-world challenges faced by media professionals working on the front lines of information disorder. It underscored the importance of critical thinking, media literacy, and a nuanced understanding of the complex interplay between media, politics, and society. A huge thank you to the BBC Media Action team for their time and insights!

For those interested in pursuing further study in this area, be sure to check out the PhD studentship opportunity offered jointly by Loughborough University and BBC Media Action please read more here.