By Hector Simfukwe
Not long ago, the majority of people relied on traditional media such as newspapers, radio and television as their primary sources of information. Audiences were largely protected from false information because the publishers were trained journalists who operated under professional ethical standards and regulatory frameworks designed to safeguard public interest.
However, the emergence of online media—commonly referred to as “new media”—has drastically changed how information is gathered, processed and disseminated. Social media platforms such as YouTube, Facebook, Pinterest, X (formerly Twitter) and WhatsApp have empowered ordinary users to publish and share information instantly, often without verification.
While this democratization of information has benefits, it has also led to an increase in fake news, misinformation, disinformation and defamation. Many individuals sharing information online may lack a basic understanding of media ethics and the regulations that guide responsible communication.
Misinformation refers to false information that is spread, sometimes unintentionally, while fake news refers to false or misleading information that masquerades as legitimate journalism. The consequences of sharing unverified information can be far-reaching at both national and individual levels, making it crucial to develop the ability to detect unreliable content.
Detecting Fake News
- Watch Out for Clickbait
One of the clearest warning signs is clickbait. Clickbait headlines are sensational, exaggerated or outrageous, often accompanied by distorted or misleading images designed to attract attention and increase website traffic. Such stories prioritize popularity over truth, objectivity and accuracy.Whenever you encounter sensational content that does not conform to basic journalistic standards of fairness, take time to verify the claims before believing or sharing them.
- Propaganda
Misinformation can also take the form of propaganda—content designed to promote a political agenda or biased perspective. Propaganda information usually has some element of truth in order to make the public to believe the falsehoods. This is particularly common during election periods. As Zambia approaches the 2026 General Elections, citizens must be vigilant against politically motivated misinformation intended to manipulate public opinion.Poor-quality journalism, misleading headlines and impersonation of credible media houses are common tactics used to spread falsehoods that are presented as truth..
- Check for Balance
Fake news is often one-sided. Professional journalism requires that reporters seek comment from all relevant parties. If a story accuses individuals or institutions without giving them an opportunity to respond, it may lack credibility and chances are that it is a fake story. Balanced stories should includes perspectives from different stakeholders such as government officials, independent experts and other affected people.
- Be Aware of Your Own Biases
Objectivity begins with self-awareness. People tend to believe information that confirms their existing opinions and biases. This confirmation bias makes individuals vulnerable to misinformation.To detect fake news, one must consciously set aside personal biases. Do not allow what you want to believe to override verified facts. It is important to always be willing to learn new things .That is the hallmark on personal progress as far as the use of information is concerned.
- Verify with Credible Media Houses
Cross-checking information is essential. If a story is significant, reputable media institutions are likely to report it. Before accepting a trending story as true, verify whether established outlets such as the Zambia National Broadcasting Corporation, News Diggers, BBC, CNN or SABC are reporting the same information.Relying on a single, unknown online source can be risky. There is no way that all these big media houses can miss a big story that is trending on a particular day.
- Examine Accuracy of Names and Figures
The ethical principle of truth demands accuracy in names, locations, statistics and quotations. If a story cites individuals whose identities cannot be verified or uses vague references without evidence, this should raise suspicion.
Fabricated names, exaggerated statistics and untraceable sources are common features of fake news.
- Verify Images
Images can also be manipulated or used out of context to mislead audiences. Ethical journalism does not allow distortion of images.
You can use tools such as Google Reverse Image Search to check whether an image has been used elsewhere or altered. Sometimes an image may be authentic but paired with a misleading caption to push a false narrative. It has become common for people to destroy others by intentionally using images on a damaging story.
- Look for Supporting Evidence
Truthfulness requires that claims be supported by verifiable evidence. Reliable stories often cite official documents, research findings or credible institutions. For example, policy-related information can often be verified through the United Nations website or relevant government ministries such as the Ministry of Agriculture. If claims cannot be independently verified, the story may not be credible.
- Investigate the Author
Consider the author’s background and track record. Are they known for consistently promoting extreme views? Do they have expertise in the subject matter? A history of biased commentary may indicate a lack of objectivity.Credible journalism is rooted in professionalism, fairness and accountability—not personal agendas. We have a number of people in Zambia who pretend to be experts on all the topics. Such people should not be allowed to mislead the entire populations.
Conclusion
The rise of digital media has made access to information easier than ever before. However, it has also increased the responsibility placed on audiences to think critically. By applying principles such as truth, objectivity, verification and fairness, individuals can protect themselves and others from the harmful effects of fake news.
