Identifying Authentic Information: 3 MediaWise Tips for Navigating Misinformation

In an era where digital deception has become increasingly sophisticated, social media users are facing a growing challenge: determining what content is authentic in their feeds. With images and videos that can be seamlessly manipulated or completely fabricated using artificial intelligence, the line between reality and fiction has blurred significantly.

Media literacy experts have developed practical strategies to help navigate this complex landscape. Brittani Kollar, deputy director of Poynter’s MediaWise program, offers three straightforward techniques that anyone can apply when encountering suspicious content online.

“The first step is simply to slow down,” Kollar explains. “False content is often designed to trigger immediate emotional responses, encouraging users to engage without critical thought.” Taking a moment to assess content can reveal inconsistencies or implausibilities that might be missed during a quick scroll.

The second technique focuses on source evaluation. “Ask yourself who’s sharing this information,” Kollar advises. “Does the source have a track record of sharing factual content? Are they known for reliability?” Examining the credibility of the content creator provides crucial context for assessing authenticity.

If uncertainty remains after these initial steps, Kollar recommends turning to search engines. Checking whether reputable news outlets are covering the same story or if fact-checkers have addressed the content can quickly resolve questions about legitimacy.

These verification strategies have become increasingly relevant as viral content spreads across platforms. Recent examples include widely-shared footage of an alleged massive snowstorm in Russia and videos claiming to show monkeys running loose in St. Louis—both requiring careful scrutiny to determine authenticity.

Beyond these reactive measures, Kollar emphasizes the importance of proactive media consumption habits. “Building a reliable information library is essential,” she notes. “Follow credible sources and individuals known for sharing factual information.” This approach creates a baseline of quality content against which questionable material can be compared.

Another recommended practice is intentionally pausing before engaging with content. “Make it a habit to take a breath before liking, sharing, or commenting,” Kollar suggests. “That extra moment of reflection serves as a simple safeguard against spreading false information.”

The media literacy expert also recommends preliminary scanning of content before full engagement. “Try to skim and search to understand what you’re about to consume,” she says. “It’s significantly more difficult to unlearn false information once it’s been internalized than to prevent exposure in the first place.”

Kollar acknowledges that she herself has grown more skeptical of online content. “Knowing that any post I encounter could potentially be AI-generated has changed how I approach my feeds,” she admits. This heightened awareness affects even seemingly innocuous content: “Do I want that adorable animal video to be authentic? Absolutely. Is it? Probably not.”

Context also influences her assessment process. Content from familiar sources—friends or accounts she regularly follows—comes with established credibility markers. In contrast, she approaches unfamiliar accounts with greater caution, recognizing the increased likelihood of synthetic content.

As AI tools become more accessible and their outputs more convincing, media literacy skills are transitioning from beneficial to essential. For those looking to strengthen their verification abilities, MediaWise offers specialized AI literacy resources. The organization has also developed dedicated courses on AI literacy fundamentals and specific training for journalists and content creators navigating this evolving landscape.

The challenge of distinguishing authentic content from synthetic alternatives will likely intensify as technology advances. However, by applying these verification strategies consistently, users can maintain a more accurate understanding of the information they encounter online.