Malls are not just bustling centers of commerce; they’re lively worlds of their own. Within their walls, you’ll find excited shoppers indulging in retail therapy and leisurely browsing through displays. But beyond shopping and leisure, can malls also serve as hubs for promoting social causes and raising awareness about topics such as media literacy? Seema Shukla, a FactShala trainer, decided to explore this possibility firsthand.
Seema Shukla boasts of a rich career in media and communication. Before entering academia, she worked in Bollywood and Tollywood, donning various hats ranging from sound designing to scriptwriting. Her directorial documentary Sanitation earned her the Best Critique Award at the International Documentary Film Festival in 2022. Additionally, her short film Samlangit was selected for the International Samskrita Short Film Festival in 2023.
Drawing from this strong foundation, Seema possesses a deep understanding of the growing influence of media in people’s lives and its significant role in shaping public opinion. Consequently, she strongly advocates for the promotion of media literacy, emphasizing that,
“Media literacy is crucial in today’s information age to help people critically analyse and interpret media and its content”
Her decision to join hands with FactShala stemmed from this core motivation as it provided her with a platform through which she could
“engage with diverse communities and empower individuals to navigate the vast and often complex world of media”
A notable FactShala training session took her to UPES College Dehradun where she trained a cohort of media students on the fundamentals of media literacy, guiding them to become well-informed citizens. Within this cohort, she discovered a group of students known for their zeal for promoting social causes through Nukkad Nataks (street plays). It was this interaction that sparked Seema’s inspiration to tap into the group’s unwavering commitment to impactful storytelling and their knack for resonating with diverse audiences. Her vision was to extend the reach of media literacy beyond the confines of traditional classroom settings, aiming to reach a wider audience.
However, realising this vision came with its share of challenges. The initial hurdle was to scout for suitable locations that not only provided ample space for the group’s performance but also had the potential to draw large crowds. Eventually, Seema narrowed down the selection to Pacific Mall, Dehradun. While choosing a mall as the venue for media literacy training may seem unconventional, Seema’s decision was intentional. She stated that,
“Malls serve as central hubs that attract diverse audiences, making them ideal locations for reaching a wider demographic. It allowed us to connect with people from various walks of life who may not typically seek out media literacy training or education”
The second challenge was to tailor the Nukkad Natak to address the intricacies of media literacy while also ensuring the audience stayed engaged through the whole performance. This required collaboration and creativity from both the organising team and the performers. The group meticulously prepared a script tracing the evolution of movies and the camera, highlighting how smartphones have revolutionised video and film production by eliminating the need for bulky equipment and enabling effortless sharing on social media.
Once they had captured the audience’s attention, the narrative shifted to address the flip side: while smartphones have simplified life, they have concurrently made it easier for people to create and share content, leading to the rapid dissemination of unverified and inaccurate content on social media platforms. The group then guided the people on ways to identify misinformation, fact-check content, and understand media bias.
The Nukkad Natak proved to be a powerful and effective medium, adding a dynamic element to the media literacy training. Seema remarked,
“Its uniqueness lies in its ability to simplify complex topics such as media literacy into relatable narratives”
The live and interactive nature of the training not only captured the audience’s attention but also encouraged immediate reflection and discussion, enhancing the learning experience. One of the visitors exclaimed,
“The Nukkad Natak was an eye-opener. It made me realize how easily the media can mislead us. The interactive format kept me engaged, and now I feel better equipped to critically evaluate the news I consume. It was both educational and entertaining!”
Seema’s vision and the group’s dedication to impactful storytelling yielded an impressive performance display, captivating and attracting audiences to the media literacy cause. It’s safe to bet the audience went back home with bags full of shopping and learning.