Welcome to the Becoming a Critic blog! On these pages, we offer examples and analyses that will help students, practitioners, and instructors apply and teach the CRITIC approach to analyzing media content.
The CRITIC approach to analyzing media content involves considering the many elements of a media message – from inception, through production, marketing, users’ media selection, and the process of interpreting, learning from, and sometimes modeling what we observe in media content. The CRITIC approach includes understanding critical / cultural, qualitative, and quantitative media analysis methods because all three of these methods help us, as critics, understand how meaning is created, communicated, and received through the many unique features of traditional and new media.
Critics must understand content analytic methods and:
Cash: How money affects the media messages we see
Reasons: How and why people use and create different types of media messages
Interpretation: The elements of media messages that affect people’s interpretations of themselves and others
Titillation: The elements of media messages that are emotionally involving and arousing
Information: The elements of media messages that teach users information and elements that undermine learning
Conduct: The elements of media messages that teach and reinforce prosocial and antisocial behaviors
The CRITIC approach is outlined in detail in our book, Becoming a Critic: An Introduction to Analyzing Media Content, published by Kendall Hunt in 2014.