At a time when information is more accessible than ever, yet simultaneously more susceptible to manipulation, the question of trust in the media, understanding content and critical thinking is becoming one of the key issues of modern society. The development of artificial intelligence further complicates this relationship, opening new possibilities for communication but also new challenges when it comes to disinformation, content authenticity and media literacy.
These are precisely the topics that will be addressed by Dr. Tarik Meziani, Head of the Media Operations Unit in the Directorate-General for Communication and Information of the Council of the European Union, who will speak at the end of March at the 23rd international PRO PR conference in Podgorica. Within his role, he is responsible for the press centre, media planning and audiovisual activities for the Council of the EU and the European Council, including production, web streaming and management of complex communication infrastructure, while at the same time coordinating the internal AI and data science network of the General Secretariat.
On the occasion of his participation at the conference, the interview touches on the challenges of recognising disinformation, the role of artificial intelligence in public communication, the state of media literacy and the professional challenges of communication in a complex and increasingly unstable geopolitical environment.
1. We are witnessing constant manipulation of news and information in the media. In your opinion, is there a way or a “recipe” for recognising fake news?
There are ways to distinguish fake news from facts, but I believe they all require some judgement. I believe there is no automaticity. Some companies and organisations have developed methods or “recipes”, for example by
Looking at the source: is it a reputable source, or a well-known disinformation outlet, or an unknown account (social media notably)? But this is not sufficient, as we have seen that some state-controlled news outlets that are well known for disseminating fake news also mixes them with actual facts.
Looking at the amplification and spread: is the spread “abnormal”, meaning in particular that it is amplified by bots? Again, this alone is not sufficient, as some amplification techniques are used for increasing ads revenue rather than information manipulation.
Looking at the topic: some “divisive” topics are more prone to be exploited to influence the public opinion, whether it is to create divisions, or for gaining electoral or political support, or for financial gains (to grow and maintain an audience that generates ads revenue).
But my recipe starts with always keeping a dose of scepticism in everything I read or watch or listen to. I pause and check with myself: what’s this article really saying? is this information or opinion? is there another intention behind it beyond informing or educating? Is it corroborated by others? This is especially important if the claim generates any emotion, then I check if other sources making that same claim present it differently. This is good practice anyway, even with traditional news since media outlets do have an editorial line and paint even factual information under a specific angle.
2. Modern AI technologies represent a major challenge in the field of media literacy. From your perspective, what should citizens and professionals pay particular attention to?
AI is here to stay. So I believe we should focus our efforts in fostering education for a smart use of AI. This is true for schools but also for parents. But parents and other adults also need to develop their AI literacy, as well as any organisation engaging in adult learning (companies training departments, universities, etc.). Many people now use ChatGPT or other AI tools as answer engines instead of search engines. But many take the response they get for granted. Instead, they need to look at it critically, ask for sources and check those sources. The advantage of these tools is also that you can engage in a conversation. So once you get an answer, you can ask whether there are reliable sources that counter those arguments, and dive deeper into the answer. A simple prompt like the following one can help you do that:
“What’s your confidence level on this answer? Are there relevant and trustworthy counter arguments available online that would contrast your previous answer? Show me those arguments and the sources.“
3. As a head of the Media Operations Unit in the Council of the European Union’s Directorate-General (DG) for Communication and Information, what are currently your biggest professional challenges?
Currently, the very volatile geopolitical environment we live in, makes it even more unpredictable. My team organises the press events and takes care of all the audiovisual communication, including as a host broadcaster, for the Council of the EU and the European Council. We are also responsible for the audiovisual communication of the President of the European Council. So we are prepared for- and used to react quickly, and work around the clock as needed to ensure the visibility and transparency of our institutions and their Presidents’ activities. But the current state of ‘polycrisis’ or ‘permacrisis’ as some would say, makes it even more challenging. I am lucky to have a dedicated, highly motivated and competent team. But our resources are limited and one challenge is to ensure we can continue to deliver with the timeliness and high quality that characterizes what we do. This means looking at staff well-being, managing fatigue, but also finding the time for upskilling. Another key challenge is to adapt to rapidly evolving technologies and leverage them effectively. In the communication field, and especially in the audiovisual domain, we need to strike the right balance between being innovative and ensuring the continuously smooth running of our operations. And we need to do that while ensuring compliance with legislation and without undermining our credibility. That is why AI is a field that we look at optimistically but also with a deliberately measured pace.
4. How would you assess the current state of media literacy, and what does this concept mean to you personally?
I think there is a very big margin for improvement. I’m not saying that the situation is extremely bad. Some recent surveys showed that a majority of people, and especially young audiences, rely mostly on social media to get their news. Nevertheless, when asked what type of news they trust the most, they point towards the traditional media and TV broadcasters. So they are aware that what they read on their mobile devices should be taken with a grain of salt. Yet, I don’t think many of them always look at the news in a critical manner and open mind, or look systematically for another source or opinion to verify the facts. And we also know that the algorithms behind those platforms are keeping the audiences in a bubble, often serving the exact same type of content you have already looked at. So while we have the technology to have so much diverse information and opinions readily available at our fingertips, we end up with tunnel vision. A lot more should be done to address that. So to me, the concept of media literacy means understanding that what you read online or even in the paper press or see on TV is rarely if ever unadulterated.
5. What will be the main focus of your lecture at the 23rd International PRO PR Conference?
My lecture will focus on the use of AI in public communication, its advantages and the opportunities it brings, as well as the challenges and risks associated. I will also highlight in particular the asymmetry we have to live with when it concerns the use of AI to either promote or counter disinformation. Playing defence is often more difficult than playing offence. This is true in other fields like cybersecurity, but it is especially relevant in the field of disinformation. And while AI can be a great tool to help us improve speed and efficiency, we are talking about humans communicating with humans, and that is why showing our distinctive human character should not be forgotten.
