The International Center for Journalists’ (ICFJ) Disarming Disinformation initiative is a three-year programme, supported by the Scripps Howard Foundation, that aims to slow the spread of disinformation through multiple programmes such as investigative journalism, capacity building and media literacy education. ICFJ partnered with MediaWise from the Poynter Institute to develop and deliver media literacy programming.
The media literacy training of trainers programme accepted global participants for two different cohorts. The participants are community leaders who will educate others on the importance of media literacy and how to apply those skills in real life. The article below is one of five impact stories selected from the second cohort. The programme thus far has trained 27 trainers who have reached more than 3,200 people.
With roots that trace back to northeastern Brazil — where her ancestors endured modern slave labour, Josi Gonçalves knew she wanted to be a force for good. As a journalist, activist, feminist and mother, she has built her life and work around that mission.
In the Amazon region, misinformation isn't just a virtual problem. It can directly impact public policy, strain social relations, and threaten the survival of communities. Gonçalves wanted to help her neighbours navigate this information ecosystem in their own languages and local dialects. When she heard about the International Center for Journalists’ Disarming Disinformation initiative, in partnership with MediaWise, she saw the chance to do just that.
Her challenge was clear: how to make media literacy meaningful to people living in the Amazon. As she took part in the workshops, she realised that media literacy didn’t have to rely on the internet or apps — it could start with tree bark, everyday images and a lot of listening. She adapted, simplified and viewed each community as not just a receiver of knowledge, but a producer in their own right.
The community
Gonçalves’ mission was clear: reach the people who live along the Madeira River in the Amazon. This community is home to family farmers, fishermen, extractivists and young people of indigenous descent.
With the support of local leaders and school administrators, Gonçalves organised her first workshop at a riverside school in Vila Dnit. About 70 students, ages 14 to 17, joined their teachers and administrators for a day that blended local culture with lessons on media literacy. Using natural materials, real photos of the forest and short, simply narrated videos, she invited students to connect what they see online to what they know from daily life.
They discussed what misinformation is, how it circulates, what impacts it can have, and how to recognise when something isn’t true. Instead of relying on screens, Gonçalves used visual and sensory materials, from tree bark to false headlines, to spark conversation.
Participants' reactions ranged from curiosity to transformation. Many had never considered that what they saw on their phones might not be true. Some students said they never realised that even a family member could unintentionally share false news. Others said they would pay more attention to images and websites. One student said she wanted to transform the place where she lives by sharing what she learned.
“I was surprised by how quickly the students absorbed the content when it was presented with local examples,” Gonçalves said. “I didn't expect, for example, that a student would connect a fake image with a news story about a flood on the Madeira River. He identified, on his own, that the photo was old and from another place. This showed that when we connect the topic with real-life experiences, critical thinking becomes stronger.”
Impact
Gonçalves’ training gave participants tools and built a first layer of protection. The workshop didn’t solve everything overnight, but it equips individuals with the skills to investigate a piece of information further. Students started talking more about what they shared online and teachers kept the discussions going in class. It's the beginning of a behavioural shift.
Gonçalves emphasised one simple but revolutionary step: pause before sharing. Ask, "Who posted this?" "In what context?" If everyone implemented this critical thinking in their lives, the world would be less vulnerable to manipulation.
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What’s next
Word about Gonçalves’ workshops spread quickly. Other rural schools asked her to bring media literacy training to their students and teachers. She’s also been invited to lead a workshop for the Karipuna Indigenous Territory.
Aside from workshops, Josi plans to extend her work through Voz da Terra, the online media outlet she founded to tell stories about the environment, Indigenous people and human rights issues in the Amazon. Gonçalves plans to publish media literacy-centred educational materials through formats based on oral tradition and podcasts.
Her goal is simple: to make media literacy accessible to everyone, while respecting the rhythm and traditions of the people who live along the river.
Main image courtesy of Josi Gonçalves.
Brittani Kollar contributed to this article.
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