Digital health communication and media literacy as tools for civic engagement in India

Abstract

The rapid growth of digital media and information technologies has significantly transformed health communication practices in India, reshaping how citizens access, interpret, and engage with public health information. Government-led digital initiatives such as the National Health Mission (NHM), Ayushman Bharat Digital Mission (ABDM), and the CoWIN platform have expanded the reach of health communication and encouraged citizen participation in health-related decision-making. However, alongside these developments, the spread of health-related misinformation and disinformation through social media and digital platforms has emerged as a serious challenge to public trust and civic responsibility. This paper examines the role of digital health communication and media literacy in fostering civic engagement in the Indian context. It adopts a qualitative and analytical approach, drawing on policy documents, government reports, and existing scholarly literature to explore how media literacy enables citizens to critically evaluate digital health information and participate more responsibly in public discourse. The study highlights that media-literate citizens are better equipped to distinguish credible health information from misleading content, thereby contributing to informed civic engagement and collective public health action. The paper further argues that digital health communication functions not only as a tool for information dissemination but also as a platform for civic participation, where citizens engage with health campaigns, share experiences, and hold institutions accountable. Strengthening media literacy is therefore essential for enhancing democratic participation, reducing the impact of health misinformation, and promoting inclusive public health communication. The study concludes that integrating media literacy initiatives within digital health communication strategies can significantly improve civic engagement and public health outcomes in India’s evolving digital ecosystem.

DOI - https://doi.org/10.65525/SVUP.9788199963313.2026.329-350