- Who created this message?
- What creative techniques are used to attract my attention?
- How might different people understand this message differently than me?
- What values, lifestyles and points of view are represented in, or omitted from, this message?
- Why is this message being sent?
The above questions align with the following core concepts of media literacy:
- All messages are "constructed."
- Media messages are constructed using a creative language with its own rules.
- Different people experience the same media message differently.
- Media have embedded values and points of view.
- Most media messages are organized to gain profit and/or power.
Teaching our students these questions and concepts encourages them to look at media content and the choices that were made in constructing it; the format of media and the way it is constructed; the idea that our differences can influence the way we interpret media; the subtle messages included in media that depict values, attitudes, and points of view; and the purpose of or motive behind media "beyond the basic content motives of informing, persuading, or entertaining." Viewing the media from this perspective with a more critical eye gives students the opportunity to explore it on a deeper level.