For a deeper understanding of the principles of information hygiene and media literacy, it is important to understand a few basic principles on which the entire media space functions.
Canadian scholar and president of the Canadian Association of Media Education Organizations John J. Pungente has identified several key principles of media literacy that allow us to better understand and navigate the information space.
Principle 1. Any media product is a constructed reality . Новина, відео з соцмережі, розповідь блогера відбивають не реальний стан речей, а тільки деякі суб’єктивні, загангажовані й ретельно відібрані уявлення про подію чи ситуацію. Що б переконатися у цьому, можна пригадати, як навіть у школі відбувалася якась подія чи захід, в якому ми брали участь, і як про це потім було написано в шкільній стінгазеті або на шкільній сторінці в Інтернеті чи соцмережі. Медіаграмотність допомагає руйнувати такі штучно створені конструкції та розуміти принципи їхнього функціонування.
Principle 2. Media construct our reality and worldview . We learn about the world around us primarily from the media and social networks, which form most of our ideas about politics, economics, society, etc., and our personal attitude to what is happening. Our attitude to the objects of reality is formed on the basis of media messages constructed by journalists, bloggers, propagandists and specialists pursuing certain information goals. To a certain extent, the media shape our sense of reality. We like or dislike a politician, a party, an ideology or an idea not because we know their advantages or disadvantages, but because we have been exposed to mostly negative or positive information about these objects.
Principle 3. Recipients of information interpret its content, based on personal requests and expectations, national or gender perceptions, social status and experience. This creates the ground for manipulation, as it is possible to present information in a way that legally seems to be free of any violations, but hints and context make the reader believe what they want or what is expected of them. This technique is often used during elections, where voters are “fooled” even though the candidate did not directly promise this.
But more importantly, the content authors themselves interpret the content of media messages according to the “rules” of successful information presentation. Often, they can make a sensation out of a trifle, hyperbolize the situation and circumstances, choose the most scandalous and vivid fragments, and silence and even lie about others, because only such news or video will win the attention of readers. Many media outlets often don’t care about the truth, but only about the sensation that will get views and likes.
Principle 4. Media is a business. Most media are commercially supported and owned by someone . Так само, як освічені люди не чекають правди від реклами чи корпоративної інформації, так само не варто ідеалізувати медіа, як носіїв істини. Створення медіапродукту є насамперед бізнесом, котрий має давати прибуток, або від глядачів, або від замовників. А кожен бізнес має власників зі своїми інтересами. І саме ці люди визначають зміст того, що дивиться читає, слухає споживач інформації. Медіграмотність дає розуміння та уявлення про «корені» ЗМІ та як їхній комерційний підтекст впливає на зміст медіапродукту.
Principle 5. Any media message conveys an ideology and certain values . Directly or indirectly, the media create an idea of what is “good,” “right,” “toxic,” etc. in the eyes of the audience, shaping consumer tastes, fashion, and worldview. Even a joking post on social media can influence the choice of the trajectory of our worldview values.
It is worth remembering that each news or media product is the result not so much of the entire multifaceted reality as of the fully biased view of the authors of the media content. A journalist or video author is dependent on his or her political, ideological, ethnic, gender, etc. perceptions and often presents information filtered by this biased framework.
Principle 6. The media often perform social and political functions. The media is called the “fourth estate” for a reason, as it influences the political situation, drives social change, and shapes election results. The electorate bases its decisions on the perceptions of parties and candidates presented in the media.
7. The content of the message depends on the type of media. One and the same event can be interpreted and presented in different ways depending on the worldview of the authors. The news that a new plant will be built in Kyiv can be presented depending on the worldview and position of the authors of the media message. Supporters may present this event under the headline “Ukraine’s industry is getting stronger,” while, for example, environmentalists would describe it under the headline “The air in the capital will become dirtier because of another plant.” And Russian propaganda would present it as “another NATO base and increased militarization of the Nazi regime in Ukraine.”
Media literacy and information hygiene is based on the understanding and ability of a person to control and filter information consumption, to realize its narrative and commercial nature, and to understand that reality is often different than what is presented to us on the other side of the screen.
Author: Valeriy Maydanyuk
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