Long Description: Media Literacy for ECU Students

Questions to ask

1. Authorship: Who created this message?
2. Format: What techniques are used to attract my attention?
3. Audience: How might other people understand this message differently than me?
4. Content: What views are represented in, or omitted from, this message?
5. Purpose: Why is this message being sent?

Further explanation

1. Authorship: Choices are made in this creative process, which produce a biased outcome. Words are spoken; others edited out. On picture is selected; dozens were rejected. We don't know the whole story of how this piece of media came together. Every piece of media is biased, but as long as we are aware of this we can look into authors and publishers to determine qualifications and potential biases. 
2. Format: Examine the format of the media message's creative components- words, music, color, movement, camera angle, etc. Media messages are constructed using creative language with its own rules- and whether they intend to or not, these constructs can manipulate our emotions and ideas. 
3. Audience: Openess to various interpretations of the media is important as we determine our response to it. The goal isn't to find the "right" interpretation but to distinguish the "constructedness" of the message and how that may vary depending on the audience. 
4. Content: All media carries subtle messages about who and what is important. Less popular or new ideas can have a hard time getting aired, unless challenged, old assumptions can perpetuate stereotypes and limit our understanding and appreciation for the world. This is vital for effective citizenship in a democratic society. 
5. Purpose: Look at motive and purpose of a media message. To respond to it accordingly, we need to be able to see beyond the basic oncetn motives of informing, persuading, or entertaining. This uncovers ownership and structure of influence on media institutions in society.