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Keyword
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Five Core Concepts
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Five Key Questions
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#1
| Authorship | All media messages are "constructed." | Who created this message? |
#2
| Format | Media messages are constructed using a creative language with its own rules. | What creative techniques are used to attract my attention? |
#3
| Audience | Different people experience the same media message differently. | How might different people understand this message differently from me? |
#4
| Content | Media have embedded values and points of view. | What lifestyles, values and points of view are represented in; or omitted from, this message? |
#5
| Purpose | Most media are organized to gain profit and/or power. | Why is this message being sent? |
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