LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 25:11 November 2025
ISSN 1930-2940

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Media Literacy in an AI-Driven World: An Ethical Lens

K. Ravi Kumar and
Dr. G. Kiran Kumar Reddy

Abstract

This paper explores the transformative role and impact of AI in media. In the present era, individuals, especially students, rely on AI technology. This is clear with regards to Chat GPT as it makes obtaining and creating information easier and more convenient. This reliance becomes a challenge for accessing genuine information, questioning the core values of credibility and accuracy. With the rapid usage of this technology in media, concerns like deep fakes, misinformation, and bias are on focus during academic discussions, making ethics and media literacy the need of the hour today. The study is explorative in nature. It reviewed literature from various academic journals accessed on google scholar, research gate and sage publications, seeking to explore the role of media literacy in an AI era. With a descriptive qualitative approach based on the secondary data, the paper finds how ethical reflection becomes central to media literacy. The study proposes an ethics-centered media literacy approach in preparing students to use technology with integrity.

Keywords:Technology, Chat GPT, Credibility, Ethics, Media literacy

1. Introduction

AI Tools like Chat GPT help to create information easier, faster and more conveniently today than ever before. At the same time, this convenience comes with concerns that endanger credibility. In today's world, it is challenging to detect AI-generated content that looks the same as human work and verify its reliability. As a result, the value of the content cannot be taken for granted at a single glance. This situation makes it more important to talk about the need for media literacy. It is not just a cognitive and technical competency but an ethical necessity requiring the ability to discern what is right and what is wrong to do. Individuals, particularly students who engage to a large extent with Chat GPT, need to learn to question and verify AI-generated content. This study argues that media literacy must integrate critical awareness with ethical conscience to better prepare learners to engage responsibly with AI-generated content. In a world where truth itself can be manufactured, fostering ethics-centered media literacy is necessary for informed participation in the techno-centric era.

2. Review of Literature

Cristian Vaccari and Andrew Chadwick (2020) argued that deep fakes work as tools of online political disinformation, causing significant uncertainty about the truthfulness of the content. It was established, by analyzing two case studies namely one that was a fake kidnapping video on Whats App in India that triggered mob violence and the other was a manipulated video of former U.S. President Obama, that the technology has the potential to deceive individuals, making it difficult to detect the truth and thereby influencing public trust.

Examining different ethical frameworks that address the influence of AI technologies, Dr. Thilo Hagendorff (2020) identified several issues, which are recurring, such as privacy, accountability and fairness. He argued that these guidelines focused more on technical rather than moral solutions, proposing a virtue-oriented approach that enhances individual responsibility and ethical awareness. Joelle Swart (2021), acknowledging that young people are aware about how algorithms structure the news on social media, opined that consistent and constant exposure can limit their awareness about the hidden work of algorithms. The study put forward a suggestion to develop algorithm literacy within media literacy. Tierman et al. (2023) explained how AI has conditioned individuals’ ability to access, evaluate and produce information. Their review recommended a more collaborative strategy to strengthen information and media literacy. Malik Sallam (2023) examined the role of Chat GPT in healthcare education and research. His findings revealed both potential benefits and major concerns like bias, inaccuracy, plagiarism and lack of transparency. He concluded that developing a code of ethics is essential to ensure responsible use.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

K. Ravi Kumar
Ph.D. Research Scholar, Department of Communication and Journalism,
Suravaram Pratap Reddy Telugu University, Bachupally, Hyderabad
Assistant Professor, Department of Mass Communication and Journalism,
St. Francis College for Women, Hyderabad, India
phdravi1988@gmail.com
&
Dr. G. Kiran Kumar Reddy
Assistant Professor in English,
Rajeev Gandhi Memorial College of Engineering and Technology,
Nandyal, AP, India
kiran.mokshita@gmail.com
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