Five Key Questions
1. Who created this message? 2. What creative techniques were used to get my attention? 3. How might different people understand this message differently than me? 4. What values, lifestyles, and points of view are represented and/or omitted from this message? 5. Why is this message being sent? |
Five Core Concepts
1. All media messages are “constructed.” 2. Media messages are constructed using a creative language with its own rules. 3. Different people experience the same media messages differently. 4. Media have embedded values and points of view. 5. Most media messages are organized to gain profit and/or power. |
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