Critical thinking and media literacy

Critical thinking is the ability to objectively analyze and evaluate information and arguments in any situation. This ability allows determining the validity of statements or available elements, seeking clarity, relevance and logic. It is fundamental for making more informed decisions. On the other hand, media literacy refers to the set of skills that allow an individual to access, analyze, evaluate and create messages in the media. It also involves reflecting on these messages using the power of information and communication. Media literacy helps to understand the functions of the media and to adopt a critical attitude towards the content consumed or produced.

Both concepts are essential in today's society. While critical thinking fosters a deep analysis of information, media literacy allows a conscious interaction with the media, promoting an active and informed participation. Above all, these two concepts are essential to form informed citizens, capable of making decisions based on a deep analysis and actively participate in society. 

Example on critical thinking and media literacy:

Identification - Alqueria Company

Description: The ad presents an everyday situation, focusing on a person who suffers from lactose intolerance. This allows the target audience to see themselves reflected in the scene and associate the product with their daily life.

Generalization: The message is conveyed that those who choose Alquería Deslactosada are opting for the best quality and an effective solution for their intolerance, suggesting that it is a common and wise choice among consumers with this condition.

Emotional appeal: The commercial uses music and shows a “happy tummy”, seeking to generate an emotional connection with the audience and associate the brand with positive feelings of well-being and satisfaction.

Selling point: It highlights that Alqueria lactose-free milk is easy to digest and preserves all the essential nutrients of traditional milk, offering a nutritious and delicious solution for those who cannot consume lactose.

Public figure or celebrity endorsement: Although the ad does not feature a specific celebrity, it uses a friendly and trustworthy character who guides the viewer through the benefits of the product, acting as a figure of trust and credibility.

Perspective: The ad adopts the perspective of a lactose intolerant person, showing how Alqueria Delactosed milk allows them to fully enjoy their meals without discomfort, such as drinking coffee, emphasizing that it is low-fat and nutritious.

Point of view: From my perspective, the Alqueria Deslactosada ad achieves effective communication with its target audience, using emotional and everyday elements to generate identification. However, it also simplifies the experience of those living with lactose intolerance, reducing it to a single solution: consuming its product. Although the message is positive and seeks to provide confidence, it may leave out other realities or alternatives.