Media Deconstruction Key
To deconstruct a media sample, answer the following questions in order:
•What is the context? What environment does the media example come
from? What kind of magazine or what channel did the sample appear
•Who paid for the media? They're the real "storyteller." And companies
don't pay millions of dollars for an ad with out a reason. What is it?
•Who is being targeted? Who is the story being told to? Who are the
consumers of the message? Who are the readers of the media?
The audience is the general public,
•Why is the storyteller presenting this message? What
messages and values
are being expressed? To inform people of what is going on around them,
•What kind of lifestyle is presented? Is it glamorized? How?
•What does the story say, and what does it mean? What is the
text of the
message? Is there a subtext?
How is the story constructed? What techniques is the storyteller using?
Who, what, where when why – details – informational
What technological tools or attention hooks are used?
Attention hooks = headlines, pictures
•What is not being told in the story? Is there missing information or
messages the advertiser doesn't want you to think about?
•Is the story accurate, fair, truthful and complete? In what
ways is this a
healthy and/or unhealthy example of media? The text is implying that pe