Dr. Leila Rakhshan
due to constant exposure to several types of information and content, young people may struggle to form an independent and accurate understanding of themselves amidst the overwhelming flood of information. As a result, this generation must approach cyberspace and the media with greater awareness and clearer goals to harness its opportunities while avoiding potential harm.
In the past, media included only radio, television, and newspapers. The owners and managers of these media outlets had a moral responsibility to deliver accurate, impartial, and fair information to the public.
With the emergence of modern technologies and the development of interactive media like social networks and blogs, audiences’ roles have changed. They have transitioned from mere receivers of messages to producers and distributors of information.
Now, anyone with internet and social media access can create news or informational content that reaches many audiences. As a result, ethical responsibility no longer rests solely on media organizations; individual users are also responsible for ethical standards.
These changes have not only affected the processes of news production and dissemination, but they have also transformed journalistic principles and ethics, just as many other social concepts have evolved in response to changes in technology, culture, and social needs.
Media ethics refers to the principles, standards, and moral values that guide the behavior and decision-making of journalists, reporters, and other media professionals in gathering, publishing, and reflecting on news and information. These principles are designed to maintain the integrity, trust, and accountability of media organizations to society and generally focus on transparency, impartiality, accountability, honesty, and respect for others’ rights (Ward, S. J. A., 2010).
Before the widespread availability of internet access, objectivity and impartiality were considered the two fundamental principles of media ethics. Professional journalists were required to present information without bias and with scrutiny of sources.
Traditional journalistic ethics were primarily based on impartiality, accuracy of information, and respect for privacy. Since the responsibility for publishing news was limited to a small group of reporters and editors, it was easier to control and monitor the dissemination of information and ethical standards.
With the expansion of digital space and social networks like Twitter, Facebook, and Instagram, the speed of news dissemination has increased significantly. These changes have allowed individuals, with the use of their smartphones, to become “citizen journalists” and publish news in real-time.
With the increased speed of information dissemination, the process of verifying information before publication has decreased. As a result, false news and misinformation can spread quickly in cyberspace. For example, at the start of the COVID-19 pandemic, many rumors about methods of treatment and prevention were shared on social media. Some of these rumors claimed that drinking hot water or using vitamin D could prevent the virus entirely. This misinformation confused the public and endangered public health.
The World Health Organization (WHO) and other health authorities were forced to launch educational campaigns to combat this misinformation and emphasize the importance of accurate and credible information. This demonstrates how quickly the speed of information dissemination can lead to the spread of rumors and unnecessary concerns (WHO, 2020).
On the other hand, citizen journalists, who are usually not professionally trained, may fail to adhere to media ethical principles such as accuracy, impartiality, and respect for privacy, and thus can contribute to the spread of false news. As Allen (2013) points out, while citizen journalism has helped democratize the media, it has equally weakened professional standards in journalism and reporting. For example, a person recording a video during a social event might only show part of the reality and omit other essential information. This type of reporting can lead to misinterpretations of reality and the spread of misleading information.
By examining the performance of various platforms in cyberspace and their impacts on the shaping and dissemination of news and events, we can gain a more accurate understanding of their visible and hidden effects on user behaviors, and ask ourselves: before engaging with social networks and using them, how can we protect ourselves?
Impact of Intelligent Algorithms on Content Selection
Intelligent algorithms used by platforms such as YouTube, Instagram, or Netflix suggest content to users that aligns with their interests and past behaviors.
A person who is interested in vegetarian cooking videos may gradually start watching only this type of content, becoming unaware of other information about nutrition and lifestyle. This can lead to the creation of information bubbles, which can prevent users from receiving comprehensive and impartial information. These types of algorithms can contradict the principle of impartiality in media ethics.
Hidden Advertising and Psychological Effects
Many influencers on platforms like Instagram promote products or services without acknowledging that their content is an advertisement. For instance, famous fitness influencers may promote dietary supplements or sportswear as part of their everyday lives, but without mentioning that these products have been provided to them by companies. This lack of transparency violates the principles of honesty and transparency in media ethics (Hearn & Schoenhoff, 2016).
Artificial Intelligence and Fake Content Production
Artificial intelligence has become a powerful tool in media content production, but it comes with its challenges. One of the most prominent challenges is the emergence of deepfake technology, which allows users to create fake but realistic videos and images.
A documented and understandable example of the use of artificial intelligence in producing fake content relates to a deepfake video of Volodymyr Zelensky, the President of Ukraine, released in 2022. In this video, Zelensky is falsely shown surrendering and asking Ukrainian soldiers to lay down their weapons. This video was spread by pro-Russian groups during the Ukraine-Russia war and widely circulated on social media. The goal of the video was to demoralize the Ukrainian people and forces. However, reputable media outlets like BBC and Reuters quickly declared it fake and demonstrated that it was a deepfake. Zelensky himself also responded quickly and urged people not to pay attention to these fake videos.
Today, many media outlets use artificial intelligence tools to produce content. Some news articles or advertising content are automatically generated by these systems. For example, some online media use AI software to write financial reports or articles about weather conditions. While this technology can be useful, if content produced by AI is published without human review, it can result in errors that lead to the spread of misinformation. Here too, the principles of accuracy and truth must be upheld.
What is my primary purpose for engaging with digital spaces?
Am I logging in merely out of habit? Setting a clear intention can significantly reduce time wastage and lead to more purposeful, meaningful interactions within digital platforms.
How likely is Am entering this space to gain knowledge, foster communication, find entertainment, or it to happen? Is this a real possibility? If I’m not sure, Google, look it up, and verify with other news sources. In the news, only one outlet will rarely report on a story.
Our comics artist, Rowan, learned of recent flooding in the Sahara desert from a Megamind meme – that wound up being verified. Some YouTubers have given themselves the job of analyzing recent information. They explain the steps to verifying the information, which is how you can trust them. One YouTuber made a video about Mr. Beast – other YouTubers started spreading it, and recently it was revealed that the OG poster had been lying about everything.
Are the sources I use verified and credible?
How do I know if a source is verified/credible?
– One way to do this is to consult a resource like “The Chart”
– How do they present the facts?
Do not let a single piece of information change your thinking. Put some space in your mind between the subject and the article. Be open to the fact that new information is always around the corner, and new information can often change a news story.
Everything is not forever. Things change. Every person and every idea is susceptible to change. Facts change with context. Pay close attention to the context.
History changes when researchers find new evidence. Another expert might refuse the evidence, however.
Accurate reporting on a story might provide true details from the event but ignore greater context. For example.
How many sources does the story use? From whom do they say they get their information? Is it a good mix of viewpoints? Is a business article only told from the owners’ perspective? If so, you can regard this as a likely biased story.
For unaffiliated, independent citizen journalists, look at their history. Where were they two or three years ago? What has their content focused on? Have they been covering the same issues for a long time?
Does the story seem to want to provoke an emotional response? How do you feel when you read this? Is it because of the facts? Or did the author manipulate the narrative to engender emotions?
Is the citizen journalist connected somehow to a politician or business that they don’t often mention? One way to begin investigating this is to check the comments on their social media accounts. Obviously, do not take what you read in a comments section as Gospel, but if enough allegations of bias are in the comments, there might be leads to the truth. Go to their profiles on other platforms and see if anything different is revealed by those accounts.
Posting history. If you cannot find any other stories or content by this person, it may be because he or she is a beginner, but it’s more likely that you are not engaging with content from an objective, professional-caliber journalist.
Is the content I follow helping me build self-esteem or do comparisons and exposure to certain material create negative impacts such as anxiety, sadness, or lowered self-worth? Recognizing these emotional effects allows for mindful and selective consumption of digital content.
Does the content respect the privacy and boundaries of others? Or is it exploiting the public for entertainment value? (think drunk interviews with couples on TikTok – clearly meant to get a shocking statement on camera)
Do the content and information I share respect the privacy rights of others, or could it potentially invade their boundaries? Being considerate of others’ rights in digital spaces is fundamental to ethical and responsible social media engagement.
Am I critically assessing added information, approaching it with an analytical mindset?
When encountering diverse viewpoints and beliefs, do I rely on my reasoning and critical thinking, or am I easily influenced by external opinions? Developing a critical approach helps to build resilience against misinformation and encourages independent thought.
If I stay away from social media for a period, do I experience feelings of anxiety or discomfort? This question helps to evaluate my level of dependency on digital media and identify if there is a need for increased autonomy.
Am I actively seeking truth and diverse perspectives, or am I confined to information that solely reaffirms my own beliefs? Do you agree with every point in the story? This is a bad sign. No version of the truth should make you feel at full peace with your worldview.
Am I open to exploring various perspectives and engaging with ideas that challenge my views, or have I limited myself to a digital bubble that reinforces existing opinions? Reflecting on these questions can foster intellectual growth, tolerance, and appreciation for diverse viewpoints.
Do I understand why I may place high importance on others’ feedback and opinions online?
Am I aware of the extent to which external validation—through likes, comments, or feedback—impacts my self-confidence and personal identity? Reflecting on this aspect can help me anchor my self-worth in more grounded, independent sources, enhancing personal resilience and authenticity.
By considering these reflective questions, young people and students can build greater self-awareness and intention in their use of social media, encouraging a balanced approach that supports mental health, personal growth, and ethical digital engagement.
Media Literacy
The examples mentioned and the questions individuals should ask themselves before engaging with cyberspace are some of the challenges of media ethics in the modern era, and undoubtedly, it is not possible to address all the issues and challenges in a single article. Now, the question arises: what should be done to protect citizens from the information that constantly bombards them? How can we distinguish real news and information from fake ones? Undoubtedly, the first thing that comes to mind is that we should approach news and information on social media with a critical and questioning mindset, without trusting them entirely at first. This approach brings us to the concept of media literacy.
Media literacy, considered a key tool for addressing media ethics challenges, refers to an individual’s ability to analyze, evaluate, and create content across media platforms. These skills help individuals resist misinformation and rumors, enabling them to make better decisions (Buckingham, 2003).
When educated, people acquire this awareness and insight, allowing them to become critical thinkers and content creators. Such education is more beneficial and impactful if it begins at school.
Without media literacy, media ethics cannot prevent the impact of misleading information on audiences, and without adhering to ethical principles in content creation, media literacy cannot preserve the quality of information. The interaction of these two concepts helps strengthen democracy, increase public awareness, and foster a healthy and credible media environment. Without them, society will face informational crises and a decline in trust.
References :
Ward, S. J. A. (2010). Ethics in Media: A Practical Guide for Journalists.
Allan, S. (2013). Citizen Journalism: A Handbook for Freelancers, Bloggers, and Citizen Journalists.
Hearn, A., & Schoenhoff, S. (2016). From Celebrity to Influencer: Tracing the Impact of Social Media on the Contemporary Social Sphere.
Buckingham, D. (2003). Media Education: Literacy, Learning and Contemporary Culture.
Hobbs, R. (2010). Digital and Media Literacy: A Plan of Action.
Norris, P. (2017). Strengthening Electoral Integrity: A Global Survey of Laws and Procedures.
WHO (2020). Coronavirus Disease (COVID-19) Outbreak: Information for the Public. Retrieved from WHO website.
“Deepfake Zelensky video: YouTube removes clip calling on Ukrainians to surrender”. BBC, March 2022. https://www.bbc.com/news/technology-60780142.
https://unicornriot.ninja/
Media Literacy Now. (2023). 2023 Report on Media Literacy Legislation in the U.S.. Available at: https://medialiteracynow.org.
National Association for Media Literacy Education (NAMLE). Resources for Media Literacy Education. Available at: https://namle.net.
Pew Research Center. (2022). News Consumption across Digital Platforms. Available at: https://pewresearch.org.