Professor George Nyabuga, Associate Dean of the Graduate School of Media and Communications (GSMC) at Aga Khan University, Kenya, has underscored the importance of researching the impact of technology on society. Prof. Nyabuga emphasised the need for media literacy to prevent the spread of inferior and unrealistic media content. He noted that media practitioners must engage in in-depth research into societal behavior and understand perspectives on various issues, particularly in rural areas. Prof. Nyabuga was speaking at the 3rd edition of the Africa Media Convention (AMC) in Accra. “I think it is important to understand from a general perspective on what media information literacy is in offering solutions to challenges of society”, he said.