How to View Multimedia Critically


Multimedia presentations are all around us. Whenever we watch TV, go to a movie, see online ads, or watch a video clip on the Internet, we are bombarded with sights and sounds that amuse, entertain, and enlighten us. These visual media presentations are often shared by millions of people. Perspectives, values, and viewpoints can often be difficult to determine in the media. Multimedia presentations are usually created by teams of people, and when these presentations are aired through the mass media, they generally communicate commercial messages and represent the perspectives and opinions of the media owners. Underlying social, cultural, and political values are presented through the media by various techniques.

However, remember that all forms of the media (advertisements, commercials, Youtube ads/surveys, news, etc.) offer particular worldviews. They are created for a purpose, and they use specific techniques (such as sound, music, lighting, editing, narration, and angles) to accomplish this. We must, therefore, exercise critical viewing skills and analyze what we see and hear to decide if the message increases our understanding of the world around us.

Repetition of messages in media often gives the messages 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 may start to believe it. The same is true for events in the news. If we hear often enough that nuclear weapons are in a Middle Eastern country, we may feel the need to protect ourselves. If we hear that global warming is an issue we must all confront, we may start to do something about it.

Analyzing what we see is important so we can determine if sound reasoning and solid/legitimate evidence are being used to convince us of some idea. When we analyze what we see and hear, we use our own reasoning to make our own judgments about the messages being sent.

So, what does viewing critically mean? It 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 a text until one has

  • understood the message,
  • evaluated the evidence used to support the message,
  • analyzed the perspective shown, and
  • analyzed any techniques of persuasion used to convey the message.

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 good supporting reasons? Multimedia presentations are complex. How can we analyze them?

Before you begin, consider the following points.

  1. What is 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 out more.

  3. Think about your own biases and perspective. You may have opinions about the subject that interfere with your understanding.

  4. Keep in mind that images and music have a powerful effect on one's emotions. Try not to let these feelings sway your critical thinking.

As you view and reflect, consider the following points.

  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 that might affect the message?

  2. What is the message the media production team is trying to convey?

  3. What is the subject of the presentation? Who is involved, what happened, when and where did it occur, and why did it occur?

  4. What techniques are used in this presentation? How do the use of language 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 support the ideas? If so, was the evidence based on scientific study and research, or was it anecdotal? Was the source identified? Is the source credible? Is it current? Are generalizations, inferences, or assumptions used to support the position?

  7. What tone or attitude does the media production team have toward the subject?

  8. Is there an underlying message behind the piece?

  9. Where can you find out more? Is there more information available, either within the presentation, in its packaging, or through research?

  10. Is the presentation useful in furthering your understanding of the subject?


Example Critical Viewing Activity
Evaluate the video below about the sports equipment and clothing manufacturer Nike. Note that it was NOT produced by Nike but by Josh Conley, a student at Iowa University.


  1. What is the context in which the message was produced?
  2. What is the message of this video clip?
  3. What is the subject of the presentation?
  4. What techniques are being used in this presentation?
  5. Whose perspective or worldview is being presented?
  6. Are evidence or statistics used to support the ideas?
  7. What tone or attitude is presented toward the subject?
  8. What underlying message is behind the piece?
  9. Where can I find out more?
  10. Is this presentation useful in furthering your understanding about globalization?
Example: see one student's response to the video.

Helpful Resources for Critical Viewing

Download this checklist to guide your viewing.

Download this focus chart that you can fill in as you view.