Malta's evolving media landscape is reshaping how citizens encounter and interpret political messages. As social platforms eclipse traditional outlets for younger audiences, experts warn that algorithms, shifting communication strategies, and gaps in digital literacy are transforming public debate. Their insights reveal a democracy navigating rapid technological change while struggling to maintain informed engagement.
Prof. Ġorġ Mallia, dean of the Communications Course at the University of Malta, highlighted the growing influence of social media over traditional channels, noting that while legacy media such as television, radio, and newspapers continue to shape public opinion, especially among older generations, social media has become the "go-to place for information for a lot of people, not least the younger generation". He described platforms like TikTok, Instagram, and Facebook as "massively strong opinion formers", capable of shaping perceptions even without users actively seeking political content.
According to Mallia, the structure of social media inherently produces echo chambers. "Social media algorithms create bubbles and each individual user feeds those bubbles with whatever he or she posts, follows and responds to. They will read what fits the profile created for them by their own usage." In this way, users encounter content that aligns with their interests and predispositions, reinforcing biases and limiting exposure to opposing viewpoints.
Digital education expert Prof. Alex Grech complemented this analysis by emphasising the need for stronger digital literacy among students and voters. He distinguished between IT literacy, which focuses on technical skills, and digital literacy, which encompasses critical thinking, evaluation of sources, and the ability to discern misinformation. "Students often know how to use technology," Grech explained, "but they need to be equipped to interpret what they see online, especially politically-charged content, rather than just navigating platforms." He stressed that understanding how information is curated and how algorithms prioritise content is central to fostering informed citizens.
Mallia was equally critical of political parties' online strategies, suggesting that Maltese campaigns often prioritise virality over substance. "The 'truth' that is peddled by our politicians is the one they feel their constituents and other voters want to hear," he noted. He argued that emotional manipulation has become more effective than policy discussion, with much of online political communication focusing on pandering rather than visionary ideas. Mallia pointed to failures in areas such as traffic management, environmental protection, and educational vision as evidence of "stale, repetitive, and unfortunately, inefficient" policy proposals.
Grech added that students, in particular, need guidance to navigate this environment safely. He emphasised teaching young people to recognise misinformation, understand context, and approach political content critically. "There are apps and commonly available protocols that can pinpoint fake news and misinformation that can be taught, not just to students, but to the general public with at least a modicum of knowledge of how the internet works," he explained. This aligns with Mallia's view that the digital landscape can be overwhelming: "Once the jungle grows, it is extremely difficult to identify individual trees... All of this makes it very difficult to understand what's being said."
The interviews also explored generational differences in media consumption. Mallia noted that television remains favoured by the over-60s, while younger generations gravitate towards TikTok and other social media platforms. "Those politicians who know what's needed to fuel all of the above-mentioned media will be able to create targeted content, meaning followers of that particular platform will get the content they expect," he explained. Grech observed that this makes digital literacy even more essential, as citizens must be able to critically assess content regardless of platform. "Being able to differentiate between entertainment, opinion, and factual reporting is central to responsible political engagement," he said.
Both experts acknowledged the ethical challenges faced by students and journalists in Malta. Mallia suggested that Maltese students are not fundamentally different from their peers in other democratic countries but cautioned that the country's small size can create insularity. "Our parochial reality... tends to deter the will to be journalistically active, but once there is reporting skill and a knowledge of the platforms to be used to disseminate it, our students manage quite well," he said.
Grech added that training students to understand the principles of transparency, verification, and ethical reporting in online spaces is crucial to sustaining a healthy democratic discourse.
AI and automation also featured prominently in the answers given. Mallia described technological change as "insidious and ongoing", highlighting the challenge for society and researchers to keep pace. "Change happens from day to day, with no clue as to what will happen tomorrow and the day after," he said, warning that failing to adapt could leave both citizens and journalists overwhelmed.
Grech echoed these concerns, emphasising that digital literacy education must include awareness of AI-generated content and its potential impact on public perception. He underlined that the capacity to verify, interpret, and contextualise information will become increasingly critical as automated systems produce and amplify political messaging.
Social media's role in influencing elections was another key topic. Mallia argued that Malta's political language is often "excessively jingoistic" and that politicians exploit algorithms whenever possible. "I have no doubt in my mind that whenever it is possible for politicians to utilise the nature of social media algorithms to their advantage, they do so," he said, though he acknowledged that not all parties are equally skilled in these techniques. Grech reinforced this point, noting that understanding how algorithms prioritise content is essential for voters to make informed choices.
When discussing closed groups and private messaging increasingly used in campaigns, Mallia stressed the need for journalists to adapt. "They need to collaborate - work together to cover more sources. They also need to 'join them' not because they can't beat them, but because it makes sense to be part of the whole media scene and not be selective," he said. Grech added that students and emerging journalists should be trained in the same adaptive approach, learning how to monitor closed networks responsibly and ethically.
Both experts also reflected on the broader implications of political communication for democracy in Malta. Mallia criticised the emphasis on appearance and aesthetics in digital campaigning, noting that those not trained in modern communication technologies can easily be swayed by style over substance. Grech pointed to education as a counterbalance, arguing that cultivating analytical skills in students empowers them to discern between spectacle and meaningful debate.
Throughout the interviews, both Grech and Mallia emphasised the need for a new approach to civic engagement. For Mallia, the challenge lies in fostering vision and substantive debate in political communication, while Grech stressed equipping young citizens with the tools to navigate complex digital landscapes critically. Together, their perspectives highlight a dual challenge for Malta: the structural transformation of political communication through digital platforms, and the parallel need to strengthen citizen capacities through education and critical thinking.
The message is clear - the challenge is significant, but not insurmountable. With education, guidance, and careful navigation of the digital environment, Malta's citizens - particularly younger generations - can develop the skills needed to move beyond superficial engagement. By understanding both the medium and the message, they can participate in a democracy that values reflection, substance, and informed decision-making, rather than being passive consumers of content engineered by algorithms and political interests.