A media criticism is a critical analysis of some aspect of a popular culture text, news broadcast, or other media text.

In a media crtiticism,a media critic makes an argument about a media text or a series of media texts. Because it is an argument-- as opposed to a statement of fact-- a media criticism is always presented as an informed opinion that is backed up with strong evidence. In a media criticism, a significant portion of the evidence should be from the media text itself--or in the case of audience analysis, from the audience itself. That is, if you're going to make arguments about how a television show represents women, your evidence should include a detailed discussion of lots of different scenes that portray female characters in relevant ways.

Assumptions About Media Criticism

1. Media criticism arguments relate to the social world and what the writer feels that media text says about the social world or culture. Media criticism arguments have significance. 2. Media criticism arguments are not about effects. A media critic does not make an argument such as, After watching this episode of The Bachelor, I conclude that girls who watch this will have patriarchal expectations for romance. You dont know this. You can, however, argue that The Bachelor is patriarchaland back up your claim with scenes from the show as evidence. 3. Media criticism draws upon theories to help make stronger arguments about media texts. Sophisticated media critics use their criticism to build upon or develop new media criticism theories. 4. Media critics try to make unique, creative, innovative arguments about the media, and avoid the obvious. 5. Media critics do not look for "hidden messages" in media texts. There is no such thing as a hidden message, and there is no such thing as the "true" message of a media text that you can uncover.

As a media critic, it is your job to make an intelligent argument about what you think a media text says about society. You provide insight. You make an argument that reflects your opinion. You never uncover the truth. 6. A media critic never says, "You're reading too much into that TV show," or, "Get over it. It's just entertainment." Media critics operate under the assumption that media texts matter. Although individual media texts may not have an immediate, powerful, measurable effect on the world, collectively media texts shape our culture enormously, and therefore media critics contribute to cultural discourse in an important way. 7. Media critics don't hate media-- or, at least, they don't have to! Looking at media with a critical eye does not mean you can't enjoy the guilty pleasures of reality TV, sitcoms, home improvement shows, or whatever else you like to watch.

Conducting Media Criticism

When analyzing a media text, a critic might use many different kinds of questions. Here are some common questions used in media analysis. 1. What are the social implications of this media text? 2. How are various kinds of people portrayed in this media text? 3. Does this media text promote dominant ideology, or question dominant ideology? 4. How do aesthetic factors such as lighting and color impact the message of this media text? 5. Are there multiple ways that these media text can be interpreted? 6. Does this media text reflect current events and issues? 7. How is this media text similar and different than other media texts/ 8. What is the historical value of this media text?

Media criticism can be both socially significant and a good deal of fun. Set aside any voices in your head that say, 'It's just entertainment," and give it a try.