Why media literacy matters—and how to stay well informed

Lisa Lock
scientific editor

Andrew Zinin
lead editor

In a world in which information is available at our fingertips, the ability to discern credible news sources has become more essential than ever. This skill—known as media literacy—not only equips individuals with the tools to engage with social media, artificial intelligence (AI) and other digital platforms thoughtfully and responsibly, but it also helps us better understand and recognize personal biases.
As AI-generated images, synthetic soundbites and deepfake videos—those digitally altered to make it look like someone said or did something they never actually did—become increasingly sophisticated, the line between fact and fabrication is growing harder to distinguish. Without strong digital media literacy skills, it's easy to be misled by manipulated content designed to provoke emotion, spread misinformation, or reinforce echo chambers.
"When the public can't distinguish fact from fiction (or what's being reported is actually true) and doesn't make the effort to confirm, it's dangerous," said Bill Lubinger, associate vice president of media relations at Case Western Reserve University. "Media and information literacy is critical to an educated, free-thinking and thriving society."
The following interview with Lubinger includes ways to stay well informed, red flags to watch for and tips to spot misinformation.
How has the rise of social media, AI and other digital content changed the landscape of media consumption?
The rise of AI is making it increasingly more challenging to determine the source of information and its authenticity and credibility. Even so-called traditional media [such as newspapers and TV networks] are using AI in their reporting, although how they're doing so is often not explained. Social media and the analytics used to measure an audience and impact continue to emphasize "click bait" and anonymous comments over substance as a driving force.
What red flags should people look out for when evaluating the credibility of a news article or report?
I'd be suspicious of such claims as "unprecedented," "first ever," "greatest," "never before" and other extreme contentions. I'd also suggest being wary of anonymous sources, especially with no reason given for why the person being quoted or providing the information requested anonymity—which is to be granted by professional journalists only in limited instances and for good reason.
What concerns do you have about the future of traditional media in the digital age, and what trends might shape how we consume and understand information?
As a kid, my mom subscribed to a monthly magazine, Highlights for Children, which featured a regular comic strip called "Goofus and Gallant" about the contrasting actions of two boys—one bad and one good—to teach us right from wrong. That's kind of how I feel about AI.
The technology is mind-blowing; the potential is exciting. In the wrong hands, though, it's also scary. And it's only going to continue to expand within the overall media landscape, making it even more critical for the public to identify fact from fiction. Also, the number and size of traditional media outlets will continue to shrink, limiting options and impact.
In what ways can individuals fact check or verify daily consumed media?
Diversify your media intake and take time to research the source. Be curious and go beyond headlines, alerts and snippets of information on social media. Ask yourself how objective the reporting is, if it's fair and accurate, or if the media outlet is beholden to a certain perspective for financial or other controlling interests.
Provided by Case Western Reserve University