4: Critical Thinking

Reasoning is the cornerstone of critical thinking, forming the logical structure that connects evidence or premises to conclusions. In the context of communication and media studies, this logical connection is vital for both analyzing media messages and creating persuasive content.

For media students and professionals, checking the validity of arguments is essential. It enhances the quality of reasoning, making your analysis of media messages more insightful or your media content more convincing. For instance, if you’re critiquing a political advertisement or designing a public awareness campaign, logically sound arguments provide a strong foundation for your analysis or creative direction. They enable you to discern underlying biases, recognize manipulative techniques, and create content that resonates with authenticity.

Understanding how to construct valid arguments—and recognizing when they are flawed—equips you to navigate a media landscape filled with both compelling narratives and misleading information. You may find it unsurprising how many people are swayed by unsound arguments in the media.

Ali Almossawi, in his entertaining book Bad Arguments, highlights the limits of logic, stating:

“In closing, the rules of logic are not laws of the natural world, nor do they constitute all of human reasoning. As Marvin Minsky asserts, ordinary commonsense reasoning is difficult to explain in terms of logical principles, as are analogies. He adds, “Logic no more explains how we think than grammar explains how we speak.” Logic does not generate new truths, but rather allows one to evaluate existing chains of thought for consistency and coherence. It is precisely for that reason that it proves an effective tool for the analysis and communication of ideas and arguments.”^[1]

As the iconic character Spock from Star Trek wisely noted, “Logic is the beginning of wisdom, not the end.” In the realm of media, testing an argument for reasonableness or logic is a vital first step in deciding whether to accept or challenge a media message. It’s not enough to be swayed by repetition or sensationalism; one must examine the validity and accuracy of the content.

Critical thinkers in media must discern the difference between the reasoning that establishes an argument’s validity and the evidence that substantiates its accuracy. This involves a dual analysis of both the type of reasoning used and the evidence presented, whether in analyzing a news report or creating a documentary.

When an argument combines quality evidence with a valid reasoning foundation, it is considered sound. As Professor James Sawyer observes, “Argumentation gives priority to logical appeals while recognizing the importance of ethical and emotional appeals; persuasion gives priority to ethical and emotional appeals while recognizing the importance of logical appeals.”

In this chapter, we will delve into three key elements of reasoning: inductive reasoning, where we form generalizations; deductive reasoning, where we apply those generalizations; and fallacies, which are common errors in reasoning.

Thomas Huxley’s words encapsulate the essence of our exploration: “Science is simply common sense at its best, that is, rigidly accurate in observation and merciless to fallacy in logic.” As we embark on this journey, we will uncover the intricate connections between reasoning, communication, and media, equipping you with the tools to think critically in an ever-evolving media landscape. Whether you are analyzing media messages or creating your own content, critical thinking will be your guide to navigating the complex world of communication and media.