KEY QUESTIONS AND CONCEPTS OF MEDIA LITERACY
Core Concepts – What Do They
Mean?
Media Messages are Constructed -This means that someone or a group of
people created the message. This
question asks you to think about the
AUTHOR of the message.
Key Questions To Analyze Media Messages
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Media messages are constructed using 
a creative language – This means that
each medium has different ways of
getting your attention. This question
asks you to think about the FORMAT
of the message.
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Media messages are produced for
particular purposes, usually to make
money or gain power. This question
asks you to think about the PURPOSE
of the message.
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Media messages contain values, points 
of view and lifestyles embedded within 
them. This question asks you to think
about the CONTENT of the message.
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People understand the same message
in different ways, based on their
individual beliefs, skills and
experiences. This question asks you to
think about the AUDIENCE of a
message.
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Who created this message?
What medium is used (TV, radio, music, magazine,
newspaper, book, video game, advertising, web site
social media etc.)?
Who wrote, designed, edited, produced and
distributed the message? (Media professional?
Medical expert? Blogger, Celebrity? Anonymous?)
How credible (believable) is the message?
What are the creative techniques used in the
message to attract and keep the audience’s attention?
(Images, photos, slogans headlines, layout, humor,
emoticons, colors, fonts, video, animation, camera
angles, lighting, celebrity endorsements, etc.)
If models or celebrities are used, do they REALLY
look like that?
Why was this message created?
What is the purpose of the message? (to persuade,
inform, entertain, educate and/or make money?)
How does the purpose affect the content of the
message and how the message is communicated?
Who pays for and benefits from the message?
Who, if anyone, might be harmed by this message?
What values are implied in this message?
What points of view might this message be showing
about a topic or issue?
What lifestyles are portrayed in this message?
Is the information accurate and true? Fact or opinion?
What, if any, information is MISSING from this
message?
How might people interpret the same message in
different ways?
Who is the intended audience for this message?
What do different people take away from this
message? How might age, gender, education, race,
ethnicity, religion, political beliefs appearance
influence how someone interprets a message?
(Adapted from the media literacy frameworks developed by the Center for Media Literacy at
www.medialit.org and the URI Media Education Lab at http://mediaeducationlab.com/media-literacysmartphone)