Five Key Concepts
1. All media messages are "constructed."
2. Each medium has different characteristics, strengths, and a unique "language" of construction.
3. Different people interpret the same media message in different ways.
4. Media messages are produced for particular purposes, including profit, persuasion, education, and artistic expression.
5. Media have embedded values and points of view.
Six Questions to Ask about Any Media Message
1. Who made - and who sponsored - this message, and for what purpose?
2. Who is the target audience, and how is the message specifically tailored to them?
3. What are the different techniques used to inform, persuade, entertain, and attract attention?
4. What messages are communicated (and/or implied) about certain people, places, events, behaviours, lifestyles, etc.?
5. How current, accurate, and credible is the information in this message?
6. What is left out of this message that might be important to know?
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