Evaluating Media

Module 8
z
EVALUATING
MEDIA
z
You are researching about

the recent breakthroughs in
science, and you Googled
an information that…
z
…comes from a blogging site.
 Believe it?
 Verify it?
 Disregard it?
z
…gives an opinion that is different
from the majority.
 Believe it?
 Verify it?
 Disregard it?
z
…is sourced from a reputable
institution.
 Believe it?
 Verify it?
 Disregard it?
z
…shows mathematical errors.
 Believe it?
 Verify it?
 Disregard it?
z
…comes from an anonymous sender.
 Believe it?
 Verify it?
 Disregard it?
z
…is posted in a freshly opened social
media account.
 Believe it?
 Verify it?
 Disregard it?
z
…is plagiarized.
 Believe it?
 Verify it?
 Disregard it?
z
…comes from an identified fake
account.
 Believe it?
 Verify it?
 Disregard it?
z
…is a public opinion.
 Believe it?
 Verify it?
 Disregard it?
z
…is 15 years old.
 Believe it?
 Verify it?
 Disregard it?
z
If you were the content

creator, how would you know
that the message you wish to
convey had reached your
target audience?
z
z
1
A brand of sausage being
advertised by a promodizer (a
product endorser who
promotes an assigned product
on the spot) in a grocery.
z
2
Fake news posted
by social media
trolls.
z
3
A vlog recently
uploaded in a
YouTube channel.
z
4
A new teleserye or
telenovela starring the
newest love team on TV.
z
5
A flyer distributed in your
neighborhood promoting
affordable meals of a newly
opened fast food restaurant.
z
How to determine authenticity of an
online content?
 Location of the source (Where does the content come from?)
 Network (Who are the followers of this site?)
 Content (Can the information be confirmed from other sources?)
 Contextual updates (Is the content updated or is it lost in time?)
 Age (What is the age of the account in question?)
 Reliability (Is the source of information reliable?)

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Dimensions of Critical Evaluation
 Relevance: the information’s level of importance to a particular purpose or
explicitly stated need for that information. (May Kaugnayan, nauukol sa
paksa)
 Accuracy: the extent to which information contains factual and updated

details that can be verified by consulting alternative and/or primary sources
(Tugma, Wasto, Tama)
 Bias/Perspective: the position or slant toward which an author shapes

information (may kinikilingan na batay sa katotohanan, nagpakita rin ng
sariling pananaw)
 Reliability: the information’s level of trustworthiness based on information

about the author and the publishing body (mapaniniwalaan, maaasahan)
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SIFT (The Four Moves)
 STOP: First, ask yourself whether you know the website or source of the
information, and what the reputation of both the claim and the website is.
Second, remember your purpose. If you just want to repost, read an
interesting story, or get a high-level explanation of a concept, it’s
probably good enough to find out whether the publication is reputable.
 INVESTIGATE THE SOURCE
 FIND TRUSTED COVERAGE: Ignore the source that reached you, and
look for trusted reporting or analysis on the claim.
 TRACE CLAIMS, QUOTES, AND MEDIA BACK TO THE ORIGINAL

CONTEXT
Identify
z
which dimension of critical evaluation
is evident in the following statements.
(Relevance, Accuracy, Bias or Reliability)
Members of the Flat Earth Society claim to believe the

Earth is flat. Walking around on the planet's surface, it
looks and feels flat, so they deem all evidence to the
contrary, such as satellite photos of Earth as a sphere, to be
fabrications of a "round Earth conspiracy" orchestrated by
NASA and other government agencies. (Wolchover, 2017)
Identify
z
It’s hard to claim that “Boys’ Love” (BL) or Yaoi,

a genre of fictionalized media that features
homoerotic relationships between male
characters, has reached mainstream Filipino pop
culture consciousness. But it also feels inaccurate
to say that it hasn’t been noticed. (Smith, 2020)
Identify
z
Outdoor air pollution is a risk to children, especially

with growing rates of urbanization in high-burden
pneumonia countries. But indoor air pollution –
generated by unclean fuels for cooking and heating –
poses a greater global threat. Indoor pollution
contributes to 62 per cent of air pollution-related child
pneumonia deaths. (UNICEF, 2020)
Identify
z
Much of the data in this publication was collected before the virus hit many of
the countries featured in this survey, so to a large extent this represents a
snapshot of these historic trends. But to get a sense of what has changed, we
repeated key parts of our survey in six countries (UK, USA, Germany, Spain,
South Korea, and Argentina) in early April. These responses confirm industry
data which show increased consumption of traditional sources of news,
especially television, but also some online news sources. (Newman, 2020)
Identify
z
In many ways, the biggest question that emerges from the

deployment ban [of Filipino health workers] is whether
health workers are truly human resources that the Philippine
government intends to retain and uphold, or simply like the
masks and personal protective equipment stockpiled in
national reserves — important in times of emergency, yet
discarded once used. (Ortiga, 2020)
Choose 5 best practices on critical content evaluation.
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Evaluating Media

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Module 8

You are researching about

…is 15 years old.

If you were the content

 Location of the source (Where does the content come from?)

 Network (Who are the followers of this site?)

 Content (Can the information be confirmed from other sources?)

 Contextual updates (Is the content updated or is it lost in time?)

 Age (What is the age of the account in question?)

 Reliability (Is the source of information reliable?)

 Accuracy: the extent to which information contains factual and updated

 Bias/Perspective: the position or slant toward which an author shapes

 Reliability: the information’s level of trustworthiness based on information

 INVESTIGATE THE SOURCE

 TRACE CLAIMS, QUOTES, AND MEDIA BACK TO THE ORIGINAL

Members of the Flat Earth Society claim to believe the

It’s hard to claim that “Boys’ Love” (BL) or Yaoi,

Outdoor air pollution is a risk to children, especially

In many ways, the biggest question that emerges from the

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