From Viral Video to Media Literacy Champion: Dr. Tamilselvi Natarajan’s Fight Against Misinformation
In 2018, a chilling video depicting a child abduction circulated rapidly through WhatsApp groups across India, fueling a wave of panic and vigilante violence. The video sparked unfounded rumors and tragically led to a series of horrific lynchings and mob attacks, driven by misplaced fear and misinformation. The truth, however, was far less sinister. The video was not a real kidnapping, nor was it filmed in India. It was, in fact, a public service announcement from Pakistan designed to raise awareness about child safety. This disturbing incident served as a catalyst for Dr. Tamilselvi Natarajan, then an assistant media professor in Tamil Nadu, India, to dedicate herself to combating the pervasive spread of misinformation.
The experience ignited a sense of urgency in Natarajan to address the issue head-on. She incorporated discussions about misinformation into her classroom curriculum and sought advanced training in fact-checking through a news and information literacy program run by DataLeads. The arrival of the COVID-19 pandemic provided a stark testing ground for her newly acquired skills. Amidst the global health crisis, Natarajan encountered a viral post listing contact information for over 100 doctors supposedly available for emergency assistance. Driven by a desire to help, she meticulously checked each number, only to discover that all were invalid. This solidified her resolve to actively fight misinformation. "I decided to fight this by debunking misinformation along with like-minded people,” she declared.
Driven by her conviction, Natarajan, in collaboration with Induja Ragunathan, editor of Tamil YourStory, launched MeiFactory in 2021. Initially, MeiFactory existed as a Facebook page dedicated to debunking health misinformation and disinformation circulating within Tamil-speaking communities. It quickly evolved into a comprehensive fact-checking website, providing verified information and debunking false claims. Even after relocating to Oman to take up a media professorship at Bayan College in 2022, Natarajan remained committed to MeiFactory and its mission, continuing to contribute and guide its volunteer network.
Natarajan’s pursuit of media literacy education deepened further with her participation in an ICFJ media literacy train-the-trainer program, conducted in partnership with MediaWise. This initiative equipped her with advanced skills and tools to effectively combat mis- and disinformation, understand the complex networks that propagate it, and navigate the blurring lines between reality and manipulated content, particularly in the age of artificial intelligence. Armed with these new skills and knowledge, she was empowered to not only identify and debunk false information, but also train others to do the same.
Natarajan’s role as a professor provided a ready-made audience for her media literacy workshops: students and university staff at Bayan College. While reaching them proved easy, convincing them of the prevalence of misinformation in Oman proved a significant challenge. Initially, her workshops were met with skepticism and disinterest. However, this resistance began to crumble when she introduced real-life examples of misinformation specifically relevant to Oman. She cited false reports about locust swarms at the Grand Mosque in Mecca, disinformation surrounding climate change, and the devastating impact of financial scams. These localized examples resonated with the participants, prompting them to reconsider their own online experiences.
These real-world examples sparked engagement and opened a dialogue among the students. They began sharing instances of questionable information they had encountered online, including a false claim about a mutated strain of the coronavirus causing infertility in women. This shift from passive skepticism to active engagement marked a significant turning point in her efforts to promote media literacy. Navigating the language barrier of conducting workshops in English for predominantly Arabic-speaking participants required creativity. Natarajan enlisted a co-trainer for Arabic translation and created a supplementary video in Arabic to ensure comprehension and enhance the training’s impact. She also designed interactive exercises, encouraging students to share their challenges in convincing family members, particularly parents, about the dangers of online misinformation. Feedback from the workshops highlighted the need for Arabic-language training specifically tailored for older generations, underscoring the importance of community-wide participation in combating misinformation.
The momentum generated by the workshops led to the establishment of a media literacy club at Bayan College, supported by the institution itself. This student-led initiative aims to foster a culture of media literacy on campus through discussions, fact-checking workshops, digital campaigns, and outreach programs. The club’s activities represent a significant step toward embedding media literacy into the fabric of the college community, ensuring long-term impact. Natarajan’s future plans include incorporating sign language into her trainings, further broadening accessibility and inclusivity for individuals with hearing impairments.
Dr. Tamilselvi Natarajan’s journey, sparked by a viral video and fueled by a passion for truth, underscores the importance of community-based approaches to building digital resilience. Her work demonstrates that combating misinformation extends beyond mere fact-checking; it necessitates fostering critical thinking skills. By empowering individuals to question, analyze, and evaluate information, she strives to create a more informed and responsible society, one where critical thinking is not just a skill but a societal norm. Her dedication highlights the transformative potential of media literacy education to empower individuals and strengthen communities against the insidious spread of misinformation.
