A beginner’s guide to media literacy in the era of synthetic information

Media literacy has been a concept since the dawn of human communication. From ancient cave drawings and hieroglyphics to medieval paintings, people have always told stories. And stories are open to interpretation. How someone examines, absorbs, and reacts to these messages and images is media literacy.

Historically, we have not been able to easily manufacture images and videos out of thin air. Thanks to the recent introduction of generative AI technology, the cost of certainty has drastically increased. Misinformation and deepfakes being created have made it much harder to verify the truth, since seeing is no longer believing. Misinformation is hardly new, but the stakes are higher now because of how quickly technology can distort and disseminate information on scale.

Many of us grew up in an era when news was quite consistent across all broadcast networks and newspapers. By comparison, today’s intersection of embedded tech infrastructure, private ownership of media and tech platforms, and AI innovation is something we have never seen before.

Media literacy tools on which we once relied have not kept pace with innovation. Modern information literacy requires us to get comfortable with uncertainty and embrace complexity. It is our responsibility to analyze and think deeper about what information is presented, and by whom. So how can we do that? By acting like an investigative journalist. A GOOD investigative journalist; not the typical reporter of today who allows their chosen sources to tell the story without scrutiny of the “expert” claims.

Start by verifying the content

Nowadays, we must consider the possibility that images and videos could be fake. It is not enough to just verify the source anymore. In the absence of any meaningful regulation that would identify AI generated content, modern media literacy means checking the authenticity of what we see. Best not to rely on AI-powered programs to spot AI-generated content, though. Given their hallucinations, it is hard to trust what they decide. Instead, start by asking yourself questions such as:

• • Is what I am seeing real?
  • Can I verify it across multiple independent sources?
  • Can I trace it back to its original source?
  • Does it hold up to scrutiny?
  • What might be the wider context of this?

Follow the money, then keep digging 

In the pre-internet days, media platforms were not necessarily beholden to a wealthy owners. Now, uber-rich individuals own broadcast networks, social media and streaming platforms, news outlets, and more. Ignoring this reality is irresponsible in today’s billionaire-backed media landscape amidst historical levels of wealth inequality.

Power deserves scrutiny. When someone has the personal funds to go to space, buy political influence, fund scientific research programs, and do things that used to be the exclusive purview of governments, their perspective and preferences will be prioritized.

Media literacy today means digging into platform ownership and asking tough questions:

• • Who is telling me something?
  • What values do they demonstrate?
  • Why are they telling me this?
  • Who holds the power, money, and, therefore, upper hand in this story or situation?
  • What reaction do they want me to have and why?
  • Who benefits from this perspective or narrative?
  • Does this individual or outlet have a history of generating and/or sharing AI-generated content?

Examine data points and identify patterns

Media literacy involves recognizing patterns over time and across contexts. Notice how and where someone spends their money, because this is the clearest demonstration of what they value. This is true for people of all tax brackets, but especially revealing when someone has the means to own cable stations, streaming platforms, and news organizations. Take a deeper look at how they behave, who they associate with, and what they spend money on over time. Now step back for a bird’s-eye view. These facts and data points form patterns that speak louder than words.

AI slop means media outlets and figures have a harder task of earning and maintaining our trust. Information spreads so quickly that it is possible for stories to get pushed out before facts have been verified. This will likely happen more often as AI technology improves and synthetic media proliferates. The big question is, do they self-correct or stay quiet?

Admitting mistakes is a sign of strength and integrity, not weakness. Questions to consider:

• • Does this person or group have a history of spreading false or misleading information? What do they do about it?
  • What is their overall track record for proven, factual information?
  • Does the source encourage their audience to diversify information sources, or devote themselves to one platform?

• • Does the source reward or benefit from engagement, shares, and reactions?
  • What themes and engagements are being incentivized on this platform in the long term?

Final thoughts

Current levels of wealth consolidation make it impossible not to highlight money as the biggest factor when it comes to media influence today. Corporate executives should not dictate news coverage, manipulate algorithms, or influence government decisions. However, that is the reality of the world in which we live. Power arrives with money, so knowing who owns what is necessary. All humans have personal biases, perspectives, and opinions, ergo any network they own will become a digital reflection of their worldview.

Critical thinking is, well, critical, in a world in which money talks and truth walks.

Meaningful, sensible regulation could solve some of these issues. But government overreach is also a concern. For now, we should get comfortable with complexity, expect to be wrong along the way, and embrace opportunities to become more literate in media matters.

(Kirsten Campbell – BIG Media Ltd., 2026)