Abstract:
This study investigates the critical role of media literacy in promoting sustainable societies in Batticaloa, Sri Lanka, a region characterised by unique socio-cultural dynamics and ongoing post-conflict recovery. Utilising a mixed-methods approach, the research incorporates surveys, in-depth interviews, and focus group discussions with a diverse sample of 200 participants. It examines media consumption habits, literacy levels, and their correlation with civic engagement in environmental and social issues. The findings reveal significant disparities in media literacy across demographic groups. Notably, younger participants exhibit higher engagement levels but demonstrate lower critical analytical skills, while older community members express skepticism towards media content. The study establishes a positive correlation between media literacy and civic engagement, indicating that individuals with enhanced media literacy are more likely to participate in community activities and advocate environmental sustainability. Policy recommendations include the implementation of media literacy education at all school levels and targeted training programmes for educators and community leaders. This research underscores the necessity of media literacy as a foundational element for building informed, cohesive, and resilient societies in Batticaloa and beyond.
