Analyze media critically

Analyze media messages for constructed meaning and bias

Understanding how medium and message interact to shape perception, especially in evaluating news and propaganda

• · media text (article/video/ad)
• · channel/medium
• · audience context

• · encoding/decoding analysis
• · medium effects (McLuhan tetrad)
• · source credibility assessment
• · propaganda technique ID

• · media artifact available
• · cultural context known

• · Assuming medium is neutral (it is not)
• · Treating content analysis alone as sufficient

• · McLuhan medium-is-message
• · Hot/cool media spectrum
• · Hall encoding/decoding
• · SIFT source evaluation
• · Information quality spectrum
• · Propaganda technique taxonomy