How to View Critically

  How to View Critically

 

Multimedia presentations are all around us. 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. They are often shared by millions of people.

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

Perspectives, values, and viewpoints can be difficult to determine in the media. Media presentations may be very powerful. Although written articles or images are produced usually by individuals, multimedia presentations are produced usually by teams of people, many of whom are never identified. If these presentations are aired through the mass media, they communicate generally 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.

Media presentations ranging from advertisements to the television news are powerful ways to convey messages. Although a well-constructed film may look natural and realistic, it was created based on hundreds or even thousands of decisions by the creative artists. Sound, music, and other techniques including camera angles, editing techniques, lighting, colour, and movement can elicit emotional responses overriding 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 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 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 so we can determine if sound reasoning and solid evidence are being used to convince us of some idea about how the world works. When we analyze what we see and hear, we can use our own reasoning to make our own judgment about the message being sent.

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 to support the message
• analyzed the perspective shown
• 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?

Start small, use a checklist, and ask some simple questions. Sometimes some self-talk or discussion with a classmate or teacher helps 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 out more.
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 have a powerful effect on one's emotions. Try not to let these feelings sway your critical thinking.

As you view and reflect:

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 get across?
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. Is evidence used to support the ideas? If so, is the evidence based on scientific study and research, or is it anecdotal? Is 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. 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?
    

Evaluate this video 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. What perspective or worldview is being presented?
6. Are evidence or statistics used to back up the ideas?
7. What tone or attitude is presented towards 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?