Media Literacy and Hashtag Activism in the Digital Public Sphere: A Critical Review of Civic Engagement in India

Abstract

In the contemporary digital age, civic engagement is increasingly mediated through social media platforms, where hashtag activism has emerged as a prominent form of participatory expression. While hashtags enable rapid dissemination of civic and political narratives, their effectiveness in fostering informed and meaningful democratic participation remains contested. This paper critically examines the relationship between media literacy and hashtag-based civic engagement in the Indian digital public sphere. Drawing exclusively secondary data, the study adopts a qualitative narrative review methodology, synthesizing existing scholarly literature, policy documents, and institutional frameworks related to media literacy, digital citizenship, and participatory media. Key sources include peer-reviewed research articles, UNESCO’s Media and Information Literacy (MIL) framework, and published analyses of digital civic movements in India. Through thematic analysis, the paper identifies core dimensions of media literacy such as critical evaluation, ethical participation, and algorithmic awareness and analyses how these competencies shape citizens’ engagement with hashtag activism. The findings suggest that while hashtag activism enhances visibility and symbolic participation, the absence of adequate media literacy often results in performative engagement, misinformation amplification, and fragmented civic discourse. The paper argues that media literacy functions as a democratic skill that can transform hashtag activism from mere digital expression into informed civic participation. By conceptually linking media literacy competencies with civic engagement outcomes, the study contributes to ongoing debates on digital citizenship and democratic participation. The paper concludes by highlighting the need for integrating media literacy education into policy and pedagogical frameworks to strengthen informed civic engagement in India’s evolving digital public sphere.

DOI - https://doi.org/10.65525/SVUP.9788199963313.2026.145-176