Zipporah Maubane: Media literacy essential skill for both private and public sectors

Media literacy is a skill necessary not only for journalists but also for leaders in both the private and public sectors, Zipporah Maubane, Head of the Communication and Advocacy Division in the Office of the Director-General at the African Union Development Agency, said during the 3rd Shusha Global Media Forum.

Report quotes her as saying the responsibility for shaping a sustainable media environment lies not only with journalists and media outlets but also with leaders in the private and public sectors.

“Leaders are among the most active users of online media platforms. That’s why they must bear the same responsibility for disseminating accurate information as journalists do,” she noted.

Maubane emphasized that media literacy is not a one-size-fits-all skill—it varies depending on the audience: “It is crucial to understand the entire media literacy ecosystem. This skill will differ for citizens, leaders, officials, and rural populations. It’s not just about the media spreading the truth—it’s also about people being able to distinguish fake news from quality journalism.”

She also touched on the rapid development of online media and the need to establish swift response mechanisms within media structures.

“To ensure that information reaches people on time, we must respond without delay. If there’s an information vacuum, it will quickly be filled with speculation and guesswork. This can harm the reputation of both private companies and public institutions,” the African Union representative stressed.