Research note: Likes, sarcasm and politics: Youth responses to a platform-initiated media literacy campaign on social media

Abstract

To better understand youth attitudes towards media literacy education on social media, and the opportunities and challenges inherent in such initiatives, we conducted a large-scale analysis of user responses to a recent media literacy campaign on TikTok. We found that reactions to the cam-paign were mixed, and highly political in nature. While young people appreciated the urgency of media literacy education and understood its relevance to their social media participation, many displayed a sarcastic attitude, criticizing both the content and the dissemination of the campaign. Based on these responses, we identify key takeaways and recommendations that can valuably in-form future media literacy campaigns on social media.