All media messages are authored using specific formats that follow certain rules, but different audiences can experience the same message differently based on their own perspectives. Media content contains embedded values and viewpoints, and are mostly organized by their creators to achieve financial profit and/or increase their own power and influence over audiences.

1. CML’s Five Core Concepts

2. Core Concept #1 All media messages are “constructed.” Keyword: Authorship

3. Core Concept #2 Media messages are constructed using a creative language with its own rules. Keyword: Format

4. Core Concept #3 Different people experience the same media message differently. Keyword: Audience

5. Core Concept #4 Media have embedded values and points of view. Keyword: Content

6. Core Concept #5 Most media are organized to gain profit and/or power. Keyword: Purpose