Core Concept #1
All media messages are constructed
Who created the message?
Core Concept #2
Media messages are constructed using a creative language with its own rules
What techniques are used to attract my attention?
Core Concept #3
Different people experience the same media message differently
How might different people understand this message differently from me?
Core Concept #4
Media has embedded values and points of view
What lifestyles, values and points of view are represented AND omitted from this message?
Core Concept #5
Most media messages are constructed to gain profit and/or power
Why was this message sent?
In our world, the media constructs reality
ALL media is driven by money
LEARN to ask QUESTIONS of the media that surrounds you
