Dr. Ziad Rifai, dean of the Jordan Media Institute (JMI) and architect of its media literacy program, one of the first and most comprehensive initiatives in the Arab region, spoke to Arab News about the transformative phase in media. He compared the current era to the invention of the printing press, emphasizing the need for media literacy to combat hate speech, echo chambers, and misinformation.
The Challenge of Information Warfare
Rifai noted that everyone with a phone now has a TV, radio station, and newspaper consolidated into one device. This has led to an abuse of media, necessitating action. JMI, founded in 2006 by HRH Princess Rym Ali, offers an Arabic-language MA in journalism and modern media in partnership with the University of Jordan. The institute has evolved to include courses in mobile journalism, data journalism, and media literacy.
Decades of Change
With five decades of experience in newsrooms, the UN, Jordan TV, and the Higher Media Council, Rifai has witnessed Jordan's media landscape transform from a single radio station to a complex ecosystem. He invoked Wilbur Schramm's four-press model to highlight the increased complexity. The speed of change poses the biggest challenge, making it difficult to implement interventions, awareness, education, and legislation.
AI and Media Literacy
Artificial intelligence has become a defining example of these challenges. UNESCO's report on algorithmic AI systems highlights risks like misinformation and deepfakes, threatening trust in media and democracy. Media and information literacy is seen as the critical response. However, Rifai stressed the need for a champion to push initiatives forward. JMI acts as that champion in Jordan, working with the government and UNESCO.
Replicable Model
JMI's model is replicable across the region. The institute exports its expertise to other countries, adapting strategies to local contexts. The basic pillars of the strategy are universal. JMI's work operates on two levels: national policy design and hands-on training. After an experimentation phase in 2014, Jordan officially adopted media literacy in 2019, making it a government priority.
National Strategy
The first National Strategy for Media and Information Literacy (2020-2023) earned UNESCO recognition, making Jordan the first Arab country with a comprehensive MIL plan. In late 2025, Jordan launched a second strategy for 2026-2029, with full government ownership and sustainability elements. The program targets all age groups and sectors, adjusting in sophistication. MIL concepts are integrated into school curricula, but Rifai acknowledged the gap between integration and application, as teachers may skip topics.
Behavioral Change
Rifai emphasized that awareness must translate into behavioral change. Monitoring implementation is the next frontier. JMI also signed an MoU with Jordan's Higher Council for the Rights of Persons with Disabilities to develop a code of ethics for journalists covering disability, an area often overlooked in regional media. The partnership is two-directional, combining journalism expertise with lived experience.
The Double-Edged Sword
Rifai sees the chaotic media scene as a double-edged sword: it allows freedom of information and storytelling without control, but also poses pitfalls. He believes the goal is to take back enough control to exploit technology's possibilities. JMI's mission remains constant: to uphold the principles and ethical message of proper journalism, regardless of new technologies or wars.
