How to View Media

Multimedia presentations are common. Whenever we watch TV, go to a movie, rent a DVD, or watch a video clip on the Internet, we are bombarded with sights and sounds that amuse, entertain, and enlighten us.

However, remember that all forms of the media offer a particular worldview. They are created for a purpose and use techniques to accomplish that purpose. Film makers, television producers, advertisers, and even a lone video maker who has uploaded a short clip to the Internet all have messages. We must exercise critical viewing skills to analyze what we see and hear and decide if the message provided helps us increase our understanding of the world.

Perspectives, values, and viewpoints can be difficult to determine in the media. They are all around us, including in our own homes. They can be shared by millions of people, and they may be very powerful. Although a written article or an image is usually composed by one person, multimedia presentations are usually created by a team, many of whom are never identified. If these presentations are aired through the mass media, they generally communicate commerical messages and represent the perspectives and opinions of the media owner. Underlying social, cultural, and political values are presented through the media using various techniques.

Techniques and conventions used in media presentations from advertisements to the television news are powerful ways to get messages across. Although a well-constructed film may look natural and realistic, it was based on hundreds or even thousands of decisions by the creative artists involved in creating an effect. Sound, music, and other techniques including camera angles, editing techniques, lighting, colour, and movement can create emotional responses that can override our critical thinking processes. Actual film footage of an event gives the viewer the impression that what is being seen is reality, without any underlying message. Repetition of these messages gives them more power. If we are told often enough that Mr. Clean is the best product for our floors, or that Coke tastes better than Pepsi, we begin to believe it. The same is true for events in the news. If we hear often that a Middle Eastern country has nuclear weapons, we may be prepared to go to battle to protect ourselves. If we hear that global warming is an issue we must all confront, we may start to do something about it.

To analyze what we see is important for us. Determining if sound reasoning and solid evidence are used to convince us of an idea helps us analyze what we see and hear. Then, we can use our own reasoning to help us make our own judgments about the messages received.

What does critical viewing mean? Critical viewing does not mean looking for what is wrong with what we see-although that may be part of our analysis. Critical viewing means suspending judgment on text until you have

• understood the message
  
  
• evaluated the evidence to support the message
  
  
• analyzed the perspective shown
  
  
• analyzed any techniques of persuasion used to get the message across
  

Viewing critically enables us to reach a deeper understanding of an issue without accepting incorrect information or messages based on unsound reasoning and evidence.

But how do we view critically? How can we tell if filmmakers, television producers, or advertisers are telling the objective truth or trying to persuade us without reasonable supporting reasons? Multimedia presentations are complex. How can we organize them to analyze them?

Start small, use a checklist, and ask some simple questions. Sometimes some self-talk or discussion with a classmate or teacher will help with understanding.

Before you begin,

1. consider your purpose in viewing the work (What are you hoping to learn?)
   
   
2. think about what you already know about the topic (If what you see contradicts what you know, you may need to look further to find more information.)
   
   
3. think about your own biases and perspective (You may have opinions about the subject that can interfere with your understanding.)
   
   
4. keep in mind that images and music can have a powerful effect on your emotions (Try not to let these feelings sway your critical thinking.)
   

As you view and reflect, consider these questions:

1. What is the context in which the message was produced? Was it written for a specific audience, a cultural group, or at a certain time in history?
   
   
2. What is the message the media production team is trying to get across?
   
   
3. What is the subject of the presentation? Who is involved, what happened, when and where did it take place, and why did it occur?
   
   
4. What techniques are being used in this presentation? How do language use, camera angles, the type of shot, editing, movement, colour, and music and sound affect your understanding?
   
   
5. Whose perspective or worldview is being represented? Whose perspective is left out?
   
   
6. Was evidence used to back up the ideas? If so, was the evidence based on scientific study and research, or was it anecdotal? Was the source identified? Is it a credible source? Is it current? Are generalizations, inferences, or assumptions used to support the position?
   
   
7. What tone or attitude does the media production team have towards the subject?
   
   
8. What is the underlying message of the piece?
   
   
9. Where can you find out more? Is there more information available, either within the presentation, its packaging, or through research?
   
   
10. Is the presentation useful in furthering understanding of the subject?
    

Watch

Download this checklist to guide your viewing. Download this focus chart that you can fill in as you view.