Every day young people are bombarded by thousands of advertisements. It is difficult to separate Madison Avenue hype from the truth. Manufacturers spend billions of dollars each year to influence young people in their purchasing decisions. Many writers, moviemakers, and broadcasters try to influence what people think about a product or issue.

All media have products. The product may be a story, news, or something to sell. It is important that young people have the skills they need to understand and critically evaluate media products. Parents/caregivers can help young people critically analyze these media products. Below are six questions that help everyone become media savvy.

Six Questions to Ask About Media Messages

1. Who is the author or sponsor? This question is asking you to identify who wrote, created, or sponsored the media product. A newspaper journalist, a musician, or a food company are examples of sponsors.

2. Who is the audience? Identify the group, such as young people, parents, older adults, or any other group you think the media product is targeting. In other words, who does the creator/sponsor want to see, hear about, or use this product?

3. What is the purpose? Identify the reason this media product was created, such as to inform, entertain, or persuade.

4. What is the message? Identify the message that this specific media product is trying to get across. The message is the main statement, point, or opinion that is being expressed in the media. In other words, what is the media product telling you? Once you know what the message is, you can decide what you think about it and whether you agree with it. Look critically at news stories. The purpose of journalism is to inform, but some news stories are actually trying to persuade you to think a certain way. Both sides of an issue should be presented in a news story.

5. What information is missing? Try to identify information that might have been left out in the media message but that is still important. For example, a food ad might leave out information about ingredients, or a news story might present only one point of view about an issue.

6. What techniques are used to attract your attention? Identify the specific techniques the media product uses to grab your attention and draw you in. The techniques used in media — such as sound, color, humor, or use of well-known people — are important because they make the media more interesting and attractive. Different techniques work with different audiences.

Reference:

U.S. Department of Health and Human Services, Media-Smart Youth, 2008