On average, most people consume a lot of news and information each day, whether through smartphones, televisions, radios, and so on. However, just because something is presented as news or significant information does not guarantee its accuracy. Fake news and misinformation have entered every sector of the media to date, and they are frequently difficult to distinguish from legitimate information. However, certain steps can be performed to assist in analyzing a piece of information and determining if it is correct or not. Mike Caulfield’s SIFT technique, a four-step process that stands for “Stop. Investigate the source. Find better coverage. Trace claims, quotes, and media to the original context.” is an excellent guideline for assessing content.
To show the SIFT technique, let’s deconstruct this Instagram post by TheShadeRoom:
According to the article, an investigation has begun at North Carolina State University after cancer was identified in at least 150 students, alumni, and faculty members. Now, after reading the post, let us go through the SIFT method steps.
Stop: After reading the text, it appears that the material lacks an emotional approach, which is the most common form of disinformation. Also, the message does not appear unusual or contain any errors that might raise suspicion.
Investigate the source: While the post appears to be legitimate, the source from which it originated is less convincing. Its source, TheShadeRoom, is notorious for releasing content that is intended to entertain and attract attention. Their headlines are frequently exaggerated in comparison to the material, and the substance is frequently meant to pique viewers’ interest and reactions. As a result, it is considered that the source of this content is not the most trustworthy.
Find better coverage: Most media accounts, such as TheShadeRoom, do not go out and uncover material on their own; instead, they use information from other media and news outlets to fuel their content creation. TheShadeRoom acknowledged People Magazine in this piece, therefore the analysis now shifts to the magazine’s reliability. While People Magazine appears to target its articles for entertainment reasons, it appears to be a more trustworthy source, particularly when compared to The Shade Room. In addition to People Magazine’s dependability, other news publications such as USA Today and the New York Post have all published articles on the same topic with comparable information.
Trace claims: Finally, if you see additional news outlets covering the same subject, try to trace the material back to its source. After reading the pieces in People Magazine and USA Today, they linked to a website established by North Carolina State University that provides updates on the now-closed Poe Hall and the testing that is taking place throughout the building. The fact that the webpage was produced by North Carolina State University adds to the credibility of the information regarding cancer being linked to the campus hall.
In the instance of TheShadeRoom piece, while the initial information did not originate from the most reliable source, it proved to be real and was supported by multiple news outlets as well as the institution itself. Although this information turned out to be legitimate, it does not imply that every post you encounter will be legitimate, and it is critical to take the time to research the information you are reading. One of the most reliable approaches is to use the SIFT process. Just a few minutes of your time can mean the difference between disproving or accepting a piece of misinformation.
