The Maze of Misunderstanding: A Qualitative Study on Sociopolitical Implications of Ambiguous Media in the Digital Age

The rise of digital media has radically changed the landscape of information consumption, creating new media with ambiguous content, which complicates the public discourse and sociopolitical understanding. This qualitative study explored the impact of ambiguous content on media consumers in the era of digital communication. Through qualitative content analysis of selected media artifacts and semi-structured interviews with media consumers and media professionals, the study examined how ambiguous messages are constructed, perceived, and interpreted. The study discussed the key thematic characteristics of ambiguous content, explored the impact of ambiguity on audience trust and engagement, and investigated the interpretive repertoires of ambiguous content that informed and constructed the sociopolitical dispositions of audiences.Data analysis demonstrated how intentionally ambiguous content promotes a fragmented public understanding of the world, increased affective polarization, and decreases trust in the media. Additionally, audiences' interpretation of ambiguous content is further mediated by prior belief systems, social identity, and digital media literacy experiences. By incorporating the perspectives and theories of framing, critical media studies, and decentering of dominant narratives, the study illuminated the power relations within the design and enjoyment of ambiguous media. This research sheds light on the urgent need for media literacy education and responsible editorial practices that address the consequences of ambiguous yet influential content on the sociopolitical landscape. The study adds value to the field of media studies by providing a qualitative study of an underexamined but prevalent aspect of the contemporary information landscape.