- Objectivity
- What is the purpose of the information? What are the authors trying to do or achieve with the presentation of this information?
- Is the position clearly stated?
- Is the information presented with a bias?
- Is the content designed to sway opinion?
- Is there any advertising included with the information? Does it relate to the information provided?
- Is there a potential conflict of interest of the author(s)?
Most publications have a purpose. The author had a reason to present the information, be it to explain a concept, to persuade the reader of a point of view, or to sell a product. Being aware of the purpose can help the reader evaluate the objectivity of the presentation and whether a balanced perspective is being presented. Is important information not included?
Was the purpose of the publication clearly stated in the publication or was it subtly hidden within the content? Advertisers are taught how to set a mood, establish a reason for a product, and then introduce a product for sale.
Does the content have a bias? Is it only presenting one side of the issue? If a Republican senator wrote about a Democratic president, do you think a biased perspective might be presented?
Is the content trying to sway your opinion or make you do something? If so, the information presented may only be facts and ideas which support that point of view. Alternative viewpoints may not be included. Is the publication trying to get you to recycle? Or to save the whales? Or to buy a new phone or use a new skin care product? You may or may not agree with the perspective but awareness of the bias may encourage you to ask if there is another perspective which is just as good or better than the one presented.
