Concepts: Critical Inquiry About Media Messages

Questions To Ask About Media Messages

(Follow the Money Trail activity here)

  • Who/what is left out of the message?
  • Whose interests are served by telling/showing the message in a particular way?
  • Do you agree with the message?
  • How might different people interpret the message differently?
  • What do you know; what do you NOT know; What would you like to know?
  • Where can you go to verify the information or get more reliable information?
  • What can you do with the information you have obtained from the message?
  • Source: some of the above is derived from a curriculum entitled KNOW TV and from
    previously published works.



    Conceptual Framework for Media Education
    By Chris Worsnop


    Media Image

    Questions to Ask
    Industry Who’s in charge?
    What do they want of me, and why?
    What else do they want?
    HOW DO I KNOW?
    Product What kind of text is
    this?
    Are conventions followed or broken?
    How is this message constructed?
    HOW DO I KNOW?
    Audience Who is this intended
    for?
    What assumptions does the text make about the audience?
    Who am I supposed to be in relation to this text?
    HOW DO I KNOW?
    Values How real is this text?
    How/where do I find the meaning?
    What values are presented?
    What is the commercial message?
    What is the ideology of this text?
    What social/artistic/political messages does the text contain?
    HOW DO I KNOW?
    Predisposition Do I agree with
    (assent to) this text’s message?
    Do I disagree with (resist) this text’s message?
    Do I argue/negotiate with the message of this text?
    HOW DO I KNOW?
    Perception How does the text fit
    my personal values/beliefs/ideology?
    How does the text relate to my personal needs/hopes/fears/experiences?
    HOW DO I KNOW?
    Skills What skills do I need
    to apply to this text?
    How do I deconstruct/reconstruct this text?
    What new skills does this text demand of me?
    HOW DO I KNOW?
    Receiver What does all this
    mean in the end?
    HOW DO I KNOW?

    What really counts in the end is what we make of the text. All learning is an act of construction.

     


    Source:
    © Chris Worsnop, 1999. Adapted by the author from Screening Images: Ideas for Media Education. Wright Communications, 1994. Original post at:
    http://www.media-awareness.ca/english/resources/educational/teaching_backgrounders/media_literacy/conceptual_framework_worsnop.cfm?RenderForPrint=1