1. Critically Looking at Media
Five Key Questions
Critically Looking at Media

2. Key Question #1 Who created this message? Authorship
Core concept: All media messages are constructed.

3. Key Question #1
Who created this message?

4. Key Question #2
What creative techniques are used to attract my attention?
Format
Core Concept: Media messages are constructed using a creative language with its own rules.

5. Key Question #2
What creative techniques are used to attract my attention?

6. Key Question #3
How might different people understand this differently than me?
Audience
Core Concept: Different people experience the same media message differently.

7. Key Question #3
How might different people understand this differently than me?

8. Key Question #4
What values, lifestyles and points of view are represented in or omitted from this message?
Content
Core Concept: Media have embedded values and points of view.

9. Key Question #4
What values, lifestyles and points of view are represented in or omitted from this message?

10. Key Question #5 Why is this message being sent? Purpose
Core Concept: most media messages are organized to gain power and /or profit.

11. Key Question #5
Why is this message being sent?