Dr. Nidhi Sharma is an Assistant Professor at GNDU College Jalandhar. Living in Punjab has provided her with an up-close view of the state’s intricacies and a better understanding of its issues. Her motivation to join Factshala was driven by a clear goal: to leverage the platform to reach marginalised communities and raise awareness of media literacy among as many people as possible.
Nidhi has conducted several sessions throughout Punjab, engaging communities including slum dwellers, self-help groups, teachers, youth, and more, empowering them with media literacy skills. One notable instance was her training session in Hoshiarpur, held at the Drug Addiction Centre.
Drug abuse has long been an issue of concern in Punjab, posing multiple challenges to public health and societal well-being. As a strong advocate for media literacy, Nidhi believes that
“Media literacy can enable individuals dealing with drug abuse in identifying media biases and manipulation tactics, while also helping them in finding reliable sources of support and information”
This is crucial as misinformation, such as unverified cures or remedies, can be harmful and potentially fatal. False information regarding withdrawal and recovery may also discourage individuals from seeking help. Additionally, downplaying the risks of drug consumption or exaggerating the benefits can encourage people to try them. Nidhi also expresses concern that
“individuals struggling with drug abuse may resort to criminal activities either due to their addiction or in the process of procuring drugs from illegal markets”
Pop culture often romanticizes drug use, portraying it in a glamorous light, that not only normalizes substance abuse but also encourages people to experiment with drugs themselves. The influence extends far beyond the individual, also their social circles, leading to a chain reaction of substance abuse within communities.
To do her bit and use media literacy interventions against drug use, Nidhi made her way to the Drug Addiction Centre. She gathered both patients and volunteers to collectively raise awareness of media literacy to combat drug abuse. Nidhi envisioned that
“Each volunteer, armed with this knowledge, would actively promote media literacy as a crucial intervention against drug abuse, creating a ripple effect of awareness”
She also hoped that as patients grasped the severity of the issue and understood the value of media literacy, they would be better equipped to further educate their friends and family, drawing from their own experiences with drug use.
Initially, Nidhi struggled to explain the concepts of critical thinking and media literacy to the participants, as they found them difficult to grasp. However, Nidhi patiently guided them through each concept, carefully explaining their significance and sharing important tips and tricks along the way. As their understanding grew, they began to open up about their own journeys.
One such individual was Gurmeet Singh, a patient at the center, who shared his experience with drug use. He disclosed he had been dependent on narcotics for the past two years, during which he even resorted to selling his household possessions to pay for drugs. Recognizing the severity of his situation, he started seeking solutions to help him out of the mess.
In his desperation to find low-cost remedies for his drug addiction problem, he followed a Tantrik whose viral social media videos promoted conventional tactics without providing scientific or practical solutions. It was only after understanding the importance of media literacy that he recognized the potential for misinformation in viral content. He asserts, “We need to be cautious with videos that go viral, as they often contain misinformation and hidden agenda”.
For individuals like Gurmeet and those actively engaged in addressing the drug abuse problem in Punjab, media literacy is particularly important as it provides them with ways to raise awareness, combat the spread of misinformation regarding drug use, share personal narratives, and lead community-based initiatives for prevention and treatment. By amplifying the voices of affected communities, they can drive meaningful change to address the issue. In this context, Nidhi is optimistic that “integrating media literacy programs like FactShala into educational and community programs could effectively address drug abuse issues and promote the adoption of healthier habits”.