Digital Media & Data Literacy

Understanding Digital Ecosystems & Online Environments

Learning Outcome: Understand the dynamics of the digital ecosystem and online environments, such as social media, news platforms, and e-commerce and comprehend one’s own entanglement with digital ecosystems.

Digital ecosystems are designed for the ideal user; one that is knowledgeable and trusting of technology, who has regular access to the Internet and devices (e.g., smart phone, tablet and/or computer). This user is likely to readily explore the ecosystem and feel confident in making choices around behaviours such as what to click “ok” to. For users who are new/lack knowledge and/or practice with the Internet and devices will experience a digital ecosystem quite differently. There are a number of behaviours that are designed into the system (e.g., click patterns, button styles, colour significance) that are so baked into the user experience, that seasoned users tend to take for granted. A new user lacks confidence when navigating ecosystems. There might be facets of a digital ecosystem that are not designed for everyone to access (e.g., no closed captions on instructional videos, a webpage cannot be explored by tabbing through it, and no alternative text on images).

Digital ecosystems are a collection of websites, applications and devices that are interconnected through data sharing. By sharing user data, organizations can gain a better understanding of user preferences and curate advertising, social media and news content that are related (ID Digital Agency, n.d.). When an organization has a unified experience across its website, social media platforms, and advertising, it’s going to positively influence the user experience and potentially drive growth (e.g., a sale, a new “like” or “follow”, an email subscription).

The digital ecosystem was not created by accident; it exists out of a strategy to gain user trust and buy-in (ID Digital Agency, n.d.). Microsoft, Google, and Apple are examples of companies who have carefully designed digital ecosystems that encourage users to use their products, offering a seamless, unified user experience. For example, if you use an Apple smartphone, it comes with Apple applications, and you might also have an Apple email account. Eventually, using this suite of products will become more familiar and comfortable for you because they are visually and functionally designed to feel relative to one another.

Types of Online Environments and Their Interests

Mobile applications, ecommerce (online shopping) websites, news websites, advertising, and social media are all interconnected in digital ecosystems separately and between each other through sharing data. Some ecosystems are interested in identifying your taste in fashion, food, and products; others are interested in what you like to read or listen to, or what your political beliefs are. Digital ecosystems are more successful when they collect lots of accurate data on their users and have a wide variety of products/services/websites. Amazon utilizes the digital ecosystem strategy to expand their reach and level of integration into users’ lives (Petritski et al., 2023).

Some examples of digital ecosystems:

• The Globe Media Group (of The Globe and Mail)
• Apple Inc. (of Mac, iPhone, Apple Watch…)
• Meta Platforms, Inc. (of Facebook, Instagram…)

Understanding Digital Ecosystems and Decision-making

As users navigate and interact with different online environments, their interactions with the digital ecosystems create a trail of data. The data collected by companies is not all for the purposes of surveillance; which is a quick and common conclusion to jump to. This data is used for positive purposes for both users and corporations, such as provide insights to developers through submitted error reports when your device or application crashes, or using data to innovate new products and technology (Hey Innovations).

What a user clicks on a website, likes on social media, pauses to read or listen to, or says to Alexa, all supports the goals and strategy of digital ecosystem. Considering user behaviour leaves behind footprints of data, online user engagement is not exactly empty, aimless activity. Since user interactions hold relevance to corporations because the value of the data generated and collected; there is reason for users to be mindful as they navigate online. For example, a user searches “funny cat videos” on YouTube, that application is going to suggest more funny cat videos, or related content—maybe the user doesn’t want to see more of that topic. Together, the platforms and devices within the ecosystem create a valuable, useful web of information. Our daily lives are intertwined with devices, the Internet, applications, and technology; and we can choose how connected we truly want to be with that technology.

Watch the video below and consider the question: How do you feel about your level of interconnection with technology?

---

Check Your Understanding

Reflect on what an average day is for you and how many digital ecosystems you interact with. Think about the type of device(s) you’re using, the applications that get opened, websites visited, and passwords input. Write down all encounters in a list. Are you surprised by the number of touchpoints that you have with technology throughout a single day?

Share the total number of items you wrote down in the Padlet below. (Optional: share the list of technologies/media too).

Reflect on your own relationship, reliance or entanglement with these digital ecosystems. Are you surprised by the number of contact points that you have in a day? Are you more reliant on these ecosystems, on technology, more than you thought you were? Reliance or entanglement is not necessarily a bad thing, but having an awareness of it can be helpful in understanding our individual relationship with technology.

Online Safety, Data & Privacy

Learning Outcomes: Understand the fundamentals of online safety, data privacy, and the handling of personal data by algorithms. And make informed decisions regarding online activities based on an understanding of digital rights and responsibilities.

---

A Basic Explanation of Data and Algorithms

The term data can mean different things in different contexts. For simplicity, we’re referring to the data that is shared in everyday life; for example, on social media platforms, when performing a Google search, shopping online (buy or browse), or using ChatGPT. What we click and view, type, and even say (if your device settings enable application listening), becomes information (data) that is sent back to the application or website that you are using.

Algorithms are complex mechanisms that use data to make rapid decisions to curate your browsing experience based off of your interests previously identified by what you clicked, typed and what you’ve visited and viewed. Algorithms can help you find content or websites that you have previously visited, and recommend related content; this can be very helpful.

It’s not magic that after Googling camping tents, you are now seeing advertising for camping tents while scrolling through Facebook or viewing a news website. Your interest has been tracked and now you will be marketed to; suddenly, your browsing experience may feel not so private.

The video below explains the impact algorithms can have on what content you experience or miss out on.

Your Data Footprint

Algorithms are very helpful for users and really shape our online experience. However, it is important to remember the purpose of data collection. Yes, it positively influences our browsing experience, but an organization develops a detailed “picture” of a user with the data they collect. Our data informs algorithms of our interests and lifestyle, creating a “picture” of who we are. As we travel around the Internet to various websites and applications, we’re actively creating a data footprint; a trail of clues that informs algorithms of what to show us and what not to.

You can take some control by reviewing the settings on your device and applications. Storing system/application preferences do improve the user experience, but you could consider opting out of optional preferences (e.g., view your web browser data sharing settings, the option of sharing of habitual data, and/or the option to show curated advertising etc.).

---

Check Your Understanding

Let’s identify opportunities in a tool/application/website, that you currently use, to minimize data sharing. Optional: implement those changes now, later or not—that’s up to you.

Choose a user profile that you have, it might be: Google, Apple, Microsoft, Amazon, Instagram, Facebook. LinkedIn, etc. Accounts that are part of a large digital ecosystem tend to have more functions to opt-in and opt-out of. Follow the general steps below:

1. Select a user account on a tool/application/website.
2. Navigate to your user profile.
3. Find the section within system preferences/settings where you can control: notifications, privacy, data, emails, advertising, and/or third-party application access.

This exercise is a great opportunity to explore what is “under the hood” of your user profile. Exploring the settings means reading details that you may not be familiar with or understand. There might be discomfort that comes with exploring new territory and that’s totally okay. Did you find settings or functions that you’d like to disable? Consider how you engage with technology and if changing these settings would suit your needs and comfort level better.

Effective Use of Digital Tools and Creative Self-Expression + Innovation & Discovery and Finding Community

Learning Outcomes: Effectively use a range of digital tools and applications to engage with digital media in various contexts. Develop skills for creative self-expression using digital media platforms and tools that are socially and ethically responsible. Grow individual empowerment through learning and identifying opportunities for collaboration and thoughtful connection in communities.

---

Coding and Website Design: Visual Design for Trust and Creativity

At first glance, a website or application (app) can look very sophisticated and complex if you don’t know how they are made. First impressions are important, and for website/application design, that could mean making or breaking a user’s trust within seconds based off of the visual appearance of it. Making a website look legitimate, trustworthy and “real” is not difficult to do. We’ll touch on this topic of trust in Module 4: Mis- and Disinformation.

The Building Blocks of a Website

A website’s visual appearance and function are made up of three core elements: HTML code, CSS and Javascript. HTML (Hyper Text Markup Language) is the structure of the website, like the walls and roof of a house. CSS (Cascading Style Sheets) are the cosmetic styling of the website, like wall paint and decor. And Javascript is a programming language that allows for dynamic and interactive content on a website, such as the appliances and HVAC system within a house. THis is an ultra-simple explanation of a website’s building blocks. There are website development websites that don’t require you to know HTML, CSS or Javascript which makes creating your own website much more accessible.

On the Internet, there are lots of tools available to help anyone make a website without any coding skills. These are referred to as “no-code” tools. In addition, asking a generative AI tool (e.g., ChatGPT, Perplexity) for help with writing code is a creative and practical use of AI technology.

Try Coding HTML (Optional Activity):

Learning to code is a creative endeavor that anyone can learn; you don’t need a background in science or math to understand code. Go to Coddy.Tech to experiment with writing some basic HTML code. It will guide you through the steps and help you if you get stuck.

The video below discusses why you might want a personal website, how to create one, and what to do with it.

Digital Tools for Exercising Creativity and Finding Community

Perhaps building your own website is not something you want to commit time to, but would like to expand your creativity online. Below are a list of communities and tools to explore based on how you would like to create. There are many, many more tools that exist and we don’t officially endorse any of the tools or websites below:

Create Art and Design:

• Canva
• Coolors
• Figma
• YouTube

Share Ideas and/or Content:

• Medium
• Bluesky or Mastodon (alternatives to mainstream social media apps)
• GitHub
• Reddit
• Discord

Brainstorming and Collaboration Tools:

• Miro or Lucidspark
• Pinterest
• ChatGPT
• Notebook LM
• Perplexity

Recall in Module 2 it was mentioned that algorithms shape our online experience through curated suggestions. Using collected user data, algorithms can also help you find communities of people with similar interests as you.

---

Check Your Understanding

Think about how you express yourself online or contribute information. Have you ever wanted to develop your own online space? That could be a personal website, a private journal (Google doc) or public blog (Medium or no-code website provider), join a supportive group (Reddit, Discord). There are many places to create content that are outside of social media. Developing content that is of personal interest will keep this space of creativity fulfilling. Identify a personal interest consider the kind of space you’d like to develop. E.g., you love to bake, so visit Reddit to find a community who also enjoys the same and shares ideas and tips based off of their experiences.  

Online Content: Mis- and Disinformation

Learning Outcome: Critically evaluate online information to determine its credibility and identify potential mis- and disinformation.

---

Defining Mis- and Disinformation

Mis- and disinformation is absolutely rampant across the Internet, especially on social media. Often it is difficult to determine if information/news/posts are true which can lead to misunderstanding, confusion, anxiety, and/or anger and the spreading of that mis- and disinformation to many. Mis- and disinformation do not support the development of a knowledgeable and informed society. A population that can identify false and fake information is more resilient to potential challenges that can stem from being misled (e.g., hacking, theft, bullying, confusion, anxiety, isolation etc.).

The short video below explains mis- and disinformation and where you encounter it, and why it exists.

Why Some Mis- and Disinformation is so Believable

AI image generation tools and cheap digital [human] labour are used to create graphic design that can make information look polished and credible. Getting access to those tools and assets is very easy for anyone and they are usually low or free of monetary cost. For example, you might see an Instagram post that has slick imagery or video with cleanly designed text on it, not realizing that it is actually AI-generated content and the original author of the that post is merely looking for exposure or “clicks”. The source of the information or news that you’re reading may not be truthful or have your best interest in mind.

It is easy to make information look high-quality which invites a user’s trust; however, be wary of content that does not provide a source or reference of where they got their information. Just like the video above, an Instagram post that makes a bold claim should be fact-checked. Before the end of this module, you will get to practice “identifying the fake”. It’s so important to check the accuracy of information, especially before you share it.

Fact Checking

There are a few reliable fact-checkers that you can use to see if what you read or saw was fake or real: Snopes, MediaSmarts Fact-checker (pulls results from fact-checking websites), and AFP Fact Check.

Tip: keep MediaSmarts’ fact-checker website open in a tab on your web browser for quick access.

---

Check Your Understanding

Identify the fake; practice identifying misleading or false information by using the four strategies detailed below (as outlined by MediaSmarts’: Break the Fake). You may only need to do one of these strategies, and it can take as little as 30 seconds. They are:

• Use fact-checking tools,
• Find the source,
• Verify the source, and
• Check other sources.

The video below outlines the steps in more detail.

Test your info-identifying skills:

Try this mobile-friendly game: “Reality Check” via MediaSmarts

Inclusion & Exclusion, Community Representation

Learning Outcome: Recognize issues of inclusion and exclusion within online experiences and content, considering diverse levels of access and representation.

---

Diversity and Representation on the Internet

Thinking back to how algorithms work, specifically in social media applications, much of what we view tends to fall into varying types of uniformity. The algorithm shows us similar types of content repeatedly (e.g., only funny cat videos, mom humor, fashion or sport bloopers etc.), but this also requires a closer look. It’s important to tune into who/what you are viewing and find out who created the content. Whose voice is telling the story? And who is being represented? The even bigger question is, who is missing or excluded? Do you see people of all cultures, abilities, ages and ranging socio-economic status, all depicted and represented in a positive way?

Algorithms limit our exposure to diversity by showing a select type of subject matter that pushes forward narratives of ableism, racism, sexism, ageism, anti-environmentalism, consumerism… and many more negative agendas. Of course, not all content on social media is “bad”, but being aware of what you’re being exposed to is taking a responsible step forward for your own wellbeing and those around you. What we see and experience online has a way of affecting how we show up in life; for ourselves, our friends and family, and for those we encounter in our communities—both in-person and online.

Digital Labour, Sustainability and Data

The content that generative AI tools (e.g., ChatGPT) output does not occur organically or by magic. It’s important to understand that real people are part of the process that is designed to appear so simple. Corporations hire individuals all over the world for an extremely low wage (or no wage) to “clean” the data samples. This means reviewing a huge amount of text, images or videos, and removing any content that is deemed inappropriate, violent, or that has hallucinations (visual errors such as Mickey Mouse having 12 fingers instead of 4). Some labourers have to view a huge amount disturbing content for hours and days at a time. Can you imagine what that does to a person’s wellbeing? This underpaid/unpaid labour or “ghost work” goes unseen; however, it is the backbone of the “AI magic”. This type of work is not a sustainable practice because it extracts from the labourers and extracts from the environment (energy, water and materials).

Activity: Have a look at Kate Crawford’s diagram Anatomy of an AI system (click here to access it in your web browser). Specifically, check out the item on the far-left side called “Income Distribution”. You will find “Unpaid User Labour” at the very bottom of that large list. Now, zoom out (way out!) and you will see the massive system of artificial intelligence for the Amazon Echo device. The product/AI is designed to look so simple and easy to the user, but there is an incredible amount of resources that make the user experience possible.

---

Check Your Understanding

Conduct a small bias “audit” of a platform that you have access to such as Google, TikTok or Instagram. In your chosen platform, search for a topic. As you view the results on the page, consider the following:

• How can these search results be more inclusive?
• How do the search results compare? What or who is missing?
• What content is prioritized and why? (e.g., sponsored content, location bias, or identity bias etc.)
• How do you think the algorithm may have influenced the search results?

Congratulations on finishing the course!

Technology is always in constant motion; always changing. This can be challenging to navigate, but the good news is that you don’t need to have the answer to every challenge and making missteps is completely okay. Learning when to fact-check, research to inform your understanding when you’re not sure, and building up your own confidence level through practice are excellent approaching to building your resilience to changing technology.

---