5 Key Concepts and Questions

							                                                                                                                                                    Handout 6A




   CML’s Five Core Concepts & Five Key Questions


           Keywords                                   Core Concepts                              Key Questions


  #1        Authorship           All media messages are “constructed.”            Who created this message?


                                 Media messages are constructed using a creative What techniques are used to attract my
  #2           Format
                                 language with its own rules.                    attention?


                                 Different people experience the same media       How might different people understand this
  #3         Audience
                                 message differently.                             message differently?


                                                                                  What lifestyles, values and points of view are
  #4          Content            Media have embedded values and points of view.
                                                                                  represented in, or omitted from, this message?


                                 Most media are organized to gain profit          Why was this message sent?
  #5          Purpose
                                 and/or power.

© 2005 Center for Media Literacy / www.medialit.org                                                  Five Key Questions That Can Change the World