In our modern era, human attention is nearly constantly occupied with media, such as news articles, social media, television, podcasts and other forms of content. This media consumption plays a major role in influencing (and reaffirming) people’s opinions, beliefs and actions. Skills in media literacy allows individuals to assess messages, recognize bias and communicate effectively within complex environments and near-infinite sources of information.
The average person spends 42 hours per week consuming some type of media every week, which adds up to 92 full days of media consumption per year.
What Is Media Literacy?
Media literacy is a type of communication skill. It is the ability to apply critical thinking to media, determining the accuracy and credibility of stories. It can also refer to an individual’s ability to analyze stories in fiction and determine the message of that media.
In the professional world, strong media literacy involves evaluating information within context, verifying its accuracy and credibility and making informed decisions as a result of that analysis. It focuses on understanding how messages are constructed and the potential impact they have on audiences.
Professionals who are media literate don’t just believe everything they read. They ask clarifying questions like:
- Who created this message and why?
- What is this message trying to get me to do?
- What methods does this message use to persuade or inform me?
- Which perspectives are missing from this content?
Media literacy is not an innate skill, but it often is not taught in high schools or even bachelor’s degree programs. Pursuing a bachelor’s degree in strategic communications can give you a strong foundation for analyzing and interpreting messaging in professional, academic personal contexts.
Cal Lutheran’s BA in Strategic Communications is part of the Bachelor’s Degree for Professionals program. Flexibly designed for working adults and lifelong learners who already have some college credits, this program empowers professionals to complete their bachelor’s and advance their careers. Learn more about how a bachelor’s degree can benefit you.
Why Is Media Literacy a Critical Leadership Skill Today?
Leaders must constantly shift their decision-making strategy based on new information and public response. Media literacy skills allow them to evaluate data accurately, then communicate clearly and strategically. This also enables a more ethical and inclusive leadership strategy, where all perspectives are considered and included.
Media-literate leaders can:
- Examine reports, trends and data for reliability
- Identify inaccuracies or misleading information
- Present messages clearly and professionally
- Navigate digital transformations with integrity and purpose
- Communicate thoughtfully and ethically with their employee
- Manage strategic decision making from an informed and deliberate position
Skills Media-Literate Professionals Bring to the Table
Media-literate professionals combine critical thinking and strong ethical judgment with their communication skills. Using these abilities, they seek the most accurate interpretation of messages and create content that engages audiences without misinforming them.
The right skills allow professionals to communicate more effectively, make well-rounded decisions and develop new strategies that balance content and context.
- Critical thinking: Evaluating the accuracy and reliability of information
- Message framing: Understanding how visuals, tone and language affect perception
- Cultural awareness: Recognizing and challenging stereotypes in representation
- Digital ethics: Balancing freedom of expression with responsibility and respect
How Do Media Ownership, Bias and Stereotypes Shape Messages?
The old adage “just because it’s on the internet doesn’t mean it’s true” is more relevant than ever. Media literacy can help you understand that all content is informed by unique perspectives, and much of what you read, see and watch online has been adapted toward a specific goal.
Many Americans generally don’t trust national news outlets, and even more are distrustful of the news they read on social media.
With strong media literacy, you can interpret news more effectively across all outlets and mediums.
Some of the factors that influence messages include:
- Media ownership influences which stories reach the public, as well as how they’re presented. Many news and entertainment publications are owned by the same companies, which means that a small number of organizations produce content under different names. This limits the diversity of perspectives and can reinforce bias.
- Bias is unavoidable in nearly all types of communication, because every individual’s writing is informed by their own experiences. While unconscious bias is not intended to be harmful, it impairs fair judgement and honest communication.
- Stereotypes also shape public perception. Gender, racial and age-based stereotypes are highly prevalent across media, including advertising and film. Recognizing patterns like these makes it easier for professionals to create content that is more inclusive, accurate and nuanced.
Media literacy teaches individuals to notice these distortions and respond in a clear, organized manner. Professionals who apply these skills can communicate in ways that avoid harmful misinformation or even discrimination.
Where Media Literacy Makes the Greatest Impact
Media literacy is important to every profession, but it is especially impactful in industries where ethical communication, strategic messaging and public perception can shape business outcomes.
Law
Legal professionals need to be able to interpret laws and regulations in favor of their clients and organizations, but they can’t manipulate those rules in an unethical or illegal way. Media literacy helps these professionals understand and then explain complex information that can influence public understanding and policy decisions.
Education
No matter what subject or age they teach, educators have a responsibility to teach students how to think critically and engage responsibly in society. Educators with media literacy skills can pass that on to students, teaching them to question the content they see and think independently. Strong media literacy encourages better decision-making for young people and prepares them to be informed participants in civic life.
Nonprofit Advocacy
Advocacy is an emotionally charged field that requires public trust in order to accomplish complex goals. The best way to build trust is to communicate openly and honestly with those around you. Media literacy makes it easier for professionals to present issues accurately, respond to misinformation and engage audiences effectively.
Business
In business, media literacy enhances internal and external communication. Organizations can strengthen their brand by aligning their marketing strategies with what’s in demand from consumers. And by communicating performance insights honestly, businesses can increase trust with their stakeholders.
How Does a Bachelor’s in Strategic Communication Develop Media-Literate Leaders?
Strategic communication bachelor’s programs aim to strengthen media literacy skills, alongside crucial abilities in critical, creative and strategic thinking. Graduates can expect to develop strong discernment and ethics, all of which are a must for leadership in industries where communication directly affects business outcomes.
At Cal Lutheran, the bachelor’s in strategic communication curriculum focuses on media analysis, persuasive communication and campaign development. The program pairs theory with practical application to prepare graduates for careers across sectors. Students learn to:
- Evaluate how messages influence public understanding and behavior
- Develop content that is responsible and inclusive
- Plan communication strategies that educate and engage
- Present ideas clearly and ethically
About the BA in Strategic Communication at Cal Lutheran’s School for Professional and Continuing Studies
Continue your education and transform your career with our Bachelor’s Degree for Professionals, designed for working adults and lifelong learners with some college experience. This affordable degree completion program with flexible online options offers a focused major in strategic communications that teaches students the essentials of media theory, effective communication strategies and the creation of powerful communication campaigns.
Cal Lutheran’s School for Professional and Continuing Studies serves individuals who desire to grow educationally, personally and professionally. Our work is grounded in the assessment of students’ needs and expectations. We meet these individuals where they are in order to provide tailored programs and resources that will help them clarify and deepen their purpose so that they can transform their communities — and the world.
Download a program brochure or start your application for the Bachelor’s Degree for Professionals program.
