The document outlines 5 core concepts for analyzing media messages: 1) All media messages are constructed, 2) Messages use creative language with its own rules, 3) People can experience the same message differently, 4) Messages have embedded values and points of view, and 5) Messages are constructed for profit and/or power. It encourages asking questions about who created the message, what techniques were used, how people might react differently, what the message deems important, and why the message was sent.

1. Applying the 5 Core Concepts P. Denton September, 2009

2. Core Concept #1 All media messages are “constructed.” Question- Who created this message?

3. Core Concept #2 Media messages are constructed using a creative language with its own rules. Question- What techniques are used to attract my attention?

4. Core Concept #3 Different people experience the same media message differently. Question- How might different people understand this message differently from me?

5. Core Concept #4 Media have embedded values and points of view. Question- What does this message think is important (other than selling the product)?

6. Core Concept #5 Media messages are constructed to gain profit and/or power. Question- Why was this message sent?

7. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

8. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

9. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

10. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

11. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

12. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?