What is Media Literacy?

You can start, he said, by not only asking who wrote the article or shared the social media post but also by exploring that person’s background and personally held beliefs. These personal details can impact the way a message is delivered.

“When I encounter this issue, I collect data from various sources and cross-check information,” Milligan said. “Doing so ensures I’ve covered my bases for reporting a balanced, fair report.”

With some critical thinking, you can determine if the message you’re receiving is accurate — or if it may be influenced in some way.

Identifying Bias

Another example of media literacy in action is working to uncover any kind of bias that might be present within a message. According to Milligan, this is something that happens frequently across all media channels.

When you suspect you may be engaging with biased media, he said a good best practice is examining the language and tone of the message, and other elements that make the content unique to the author. Sometimes, though not always, these context clues can lead you to uncovering bias.

Other times, bias can be identified due to a lack of cited sources. Or, the sources the author chooses to cite may be questionable or unverified. Media-literate individuals are quick to look for purposeful omissions or one-sided narratives, too. Ultimately, Milligan noted, identifying bias is about peeling back the layers of a message.

“When people dig underneath the surface, much like an archeologist would do to find hidden treasure, they can better understand the topic and decide whether the information is factual and trustworthy," he said.

Recognizing Stereotypes

Media literacy also involves being mindful of harmful stereotyping — in movies, on news channels and across social media platforms. According to the National Commission for the Promotion of Equality (NCPE), there are a number of common stereotypes portrayed in the media (NCPE PDF Source). These stereotypes might be centered around various identities, including:

• Culture
• Gender
• Race
• Sexual orientation

Milligan emphasized that when you’re trying to determine if a stereotype is present, you can turn, again, to the most important skills of media literacy: employing critical thinking and asking thoughtful questions.

“For example, I encourage others to consider whether a movie negatively represents people with a particular hair color or texture,” he said. “Or, does a news story portray specific communities in a negative light that reinforces stereotypes instead of offering a balanced point of view?”

In addition to being conscious of the media you’re consuming, recognizing stereotypes allows you to go a step further. When you’re media literate, you have the power to change the damaging narratives you're seeing — and promote accurate narratives instead.

“When we uncover stereotypes, we can challenge the status quo by promoting inclusivity and diversity in our work,” Milligan said. “Whether we’re writing an internal communication for the CEO or a blog article for a client, we can shift the narrative toward presenting a point of view that respects humanity.”

What is the Impact of Media Literacy? 

When you learn and practice media literacy skills, you understand messaging not only for what it appears to be, but for what it actually is.

“We come away with clarity, accuracy, relevance and significance,” said Milligan.

The impact of media literacy is that you as an individual — and society at large — avoid gravitating toward generalizations and prejudice, and instead move toward open-mindedness and truth, he said. And while there are challenges along the way — like discerning between real and fake information — media literacy skills like understanding media ownership, identifying bias and recognizing stereotypes can help you feel more confident in your ability to make that discernment.

If you’re interested in studying the impact of media and media literacy, a degree in communication might be the right fit. In SNHU’s communication degree program, students learn how to strategize and deliver effective messages. You could also choose to add a concentration in new media, which would allow you to study new media technology, social media research and marketing, content production and more.

“Education and applying our learning are essential for improving our media literacy skills,” Milligan said. "These skills put us in a better position to seek different perspectives, evaluate information and expand our thinking."