In today's digital era, the influence of the media and our dopamine-fueled consumption of content play a pivotal role in shaping political landscapes. The recent US election campaign is a perfect example. With the re-election of Donald Trump, a candidate who is both a product and a master of media manipulation, it highlights how our media landscape, combined with the psychological grip of social media, can help shape political outcomes.

Modern media has evolved to prioritise engagement above all else, often sacrificing balanced reporting for sensationalism. Platforms such as Facebook, Twitter (now X) and Instagram have developed algorithms that push divisive, attention-grabbing content to the forefront. This model drives user engagement and advertising revenue by amplifying emotionally charged narratives, regardless of factual accuracy. Trump's brash style and willingness to court controversy make him a perfect fit for this ecosystem. His statements, tweets and rallies provide endless fodder for media coverage, effectively making it harder for other voices, who are less “loud” or controversial.

At the same time, our addiction to dopamine - the brain's reward chemical - fuels our engagement with this kind of content (regardless where it comes from). Each like, share or comment sends a small surge of dopamine, creating a feedback loop that conditions users to crave more of the same. In politics, emotionally charged topics generate excitement, anger, or fear, ensuring that polarising messages aren't just seen, but frequently shared and discussed, increasing visibility.

In such an environment, media literacy becomes ever more crucial. The ability to critically evaluate information is essential for informed decision-making, especially when political content is tailored to provoke emotional responses. Media literacy enables individuals to recognise the manipulative strategies embedded in modern news cycles and social media. When we understand that algorithms maximise engagement by pushing polarising content, we're better prepared to question why certain posts appear in our feeds and what their creators are trying to achieve.

Furthermore, media literacy teaches us to evaluate sources and verify facts before forming opinions or sharing content. Without this skill, we as users are more susceptible to misinformation, half-truths, and out-of-context content—material that fuels outrage and reinforces divisive echo chambers. In the context of political elections, an educated audience would be more likely to discern between rhetoric and policy, hype and reality.

On a larger scale, media literacy cultivates a more informed public that can hold media platforms and political figures accountable. When more people understand the impact of algorithms on political narratives (and many other narratives too), they can demand changes that prioritise accuracy over engagement. In essence, media literacy is a s mechanism against the modern media ecosystem, enabling citizens to think critically and engage meaningfully with politics and society, ensuring that decisions, like electing a new leader or party, are based on thoughtful consideration rather than reactionary impulses.

Teaching media literacy from an early age is ever more essential in today’s digital world. As children grow up surrounded by information—some of it misleading—they need skills to critically evaluate sources and resist the pull of sensational content. Starting media literacy education young fosters lifelong habits of questioning and verifying information, creating a generation better equipped to recognise manipulation.

Globally, this education builds a more informed, discerning public. When young people learn to analyze media, they grow into adults who demand truth and accountability, strengthening democratic values. Making media literacy a core part of schooling worldwide empowers future citizens to engage thoughtfully in an often complex, polarized media landscape.

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