Pakistani journalist and digital media professional highlights the risks of misinformation, the importance of editorial training and the growing responsibility of online content creators.
ISLAMABAD: The growing influence of social media personalities over public opinion has created an urgent need for greater media literacy, professional training and responsible information sharing, according to Pakistani journalist and digital media professional Muhammad Abbas Shigri.
Drawing on his experience in journalism, digital newsroom operations and media management, Shigri observed that social media had fundamentally transformed the information landscape, allowing individuals to reach audiences once accessible primarily through established news organisations.
However, he believes the speed of this transformation has created a significant gap between the ability to influence public opinion and the professional knowledge required to publish information responsibly.
Journalism requires more than the ability to publish
Traditional journalism involves a structured process of professional development, newsroom experience and editorial supervision.
Journalists typically acquire their skills through reporting assignments, guidance from experienced editors, source verification, ethical considerations and the practical responsibilities associated with gathering, publishing and following up on news.
Shigri believes these professional processes are essential because journalism is not simply about delivering information quickly. It also involves understanding the potential consequences of making information public.
Unlike traditional newsrooms, social media platforms allow individuals to become influential content creators without necessarily undergoing comparable professional training.
Some digital personalities can attract hundreds of thousands or millions of followers through engaging or sensational content, despite having limited familiarity with journalistic ethics, source verification or the distinction between misinformation and disinformation.
According to Shigri, the concern is not the emergence of independent content creators, whose technological skills and ability to communicate with audiences have contributed to the digital media industry.
Rather, the challenge arises when individuals with substantial influence begin performing functions similar to journalists without fully understanding the responsibilities attached to those functions.
When misleading content can influence public health
A fact-check published by Dawn on September 17, 2025, provides a Pakistani example of how misleading social media content can potentially influence public perceptions of sensitive public health issues.
During Pakistan's Human Papillomavirus (HPV) vaccination campaign, a video circulated on X claiming to show schoolgirls becoming ill after receiving the vaccine.
One post sharing the claim had accumulated more than 290,000 views at the time of the fact-check.
However, an investigation by iVerify Pakistan established that the video had no connection with the vaccination campaign.
The footage originated from an incident in Dadyal, Azad Jammu and Kashmir, in May 2024, where schoolgirls had been affected by tear gas during disturbances in the area.
The video was subsequently circulated in September 2025 with a misleading explanation linking the girls' condition to HPV vaccination.
The fact-check demonstrated how authentic footage from an unrelated incident could be presented in a different context and potentially undermine public confidence in an important health initiative.
For Shigri, such incidents illustrate a fundamental principle of responsible journalism: verifying the authenticity of visual material is not sufficient unless its original context, date, location and accompanying claims are also examined.
The consequences of circulating inaccurate information may extend beyond online engagement, particularly when the subject concerns public health, safety or other sensitive social matters.
The distinction between misinformation and disinformation
Shigri also underlines the importance of understanding the difference between misinformation and disinformation.
Misinformation generally refers to false or misleading information shared without deliberate intent to deceive, while disinformation involves the intentional creation or dissemination of misleading content.
The distinction is important because individuals may unknowingly amplify false claims while believing the material to be authentic.
Nevertheless, the absence of malicious intent does not necessarily eliminate the potential consequences of sharing inaccurate information.
This is particularly relevant when social media personalities distribute news-related content to large audiences without verifying its source or context.
Global research highlights the challenge
The issue is not limited to Pakistan.
A UNESCO study published in November 2024, involving 500 digital content creators from 45 countries, found that 62 percent did not systematically verify information before sharing it.
The study also reported that 42 percent used indicators such as likes and views to assess the credibility of information, while 73 percent expressed interest in receiving training in media and information literacy.
These findings highlight the need for stronger professional awareness among individuals who increasingly influence public conversations through digital platforms.
The Reuters Institute's Digital News Report 2026 also found that 27 percent of respondents across surveyed markets accessed news from creators focused on news-related content during the previous week.
The growing prominence of individual news creators demonstrates how traditional distinctions between professional news publishers and independent online personalities are becoming increasingly blurred.
Sensationalism and the competition for audience attention
Shigri also identifies sensationalism as a persistent challenge in Pakistan's digital media environment and the wider South Asian region.
He believes competition for views, engagement and advertising revenue has encouraged some publishers and content creators to adopt emotionally charged headlines and dramatic presentation techniques.
The issue, however, extends beyond commercial incentives.
Audience psychology and the tendency of users to respond strongly to provocative or emotionally engaging information also contribute to the spread of sensational material.
This creates an environment in which responsible journalism may face pressure from content designed primarily to attract immediate attention.
Shigri believes the long-term credibility of digital journalism depends on maintaining a balance between audience engagement, commercial sustainability and professional editorial standards.
Bridging the gap between experience and technology
Rather than treating professional journalists and independent digital content creators as competing groups, Shigri advocates greater collaboration between the two.
Experienced journalists possess knowledge of reporting standards, editorial judgment and verification procedures, while younger digital professionals often demonstrate strong abilities in multimedia production, platform management and audience engagement.
Combining these strengths could help strengthen the quality and credibility of digital news publishing.
He believes professional development for content creators should include practical training in fact-checking, source evaluation, media ethics, privacy, misinformation and the potential consequences of irresponsible publication.
Similarly, established journalists need to continue developing the technological and platform-related skills required in modern digital newsrooms.
Influence must be accompanied by responsibility
For Shigri, the fundamental challenge is ensuring that the expanding power of digital communication is accompanied by a comparable commitment to responsibility.
The ability to publish information instantly, attract substantial audiences or influence public debate does not automatically establish journalistic credibility.
Credibility must be built through accuracy, professional judgment, transparency and the willingness to correct mistakes.
As social media continues to reshape Pakistan's information environment, strengthening media literacy and professional standards among institutional journalists and independent content creators will remain essential.
Professional background: Muhammad Abbas Shigri is a Pakistani journalist, Analyst and digital media professional with experience in digital newsroom operations, media management and news publishing. His published work appears in the archives of the Associated Press of Pakistan, ABN News, Ausaf and SUCH TV.
His social media accounts : https://www.tiktok.com/@shigriabbas and on X https://x.com/shigrimabbas