The first step in the critical media process is description. Description is quite cut and dry: what you can see. This includes but is not limited to names, images, people, and objects. For example, in a news broadcast, one may point out the names of the reporters, what the reporters are discussing, and what the room looks like. The description answers the “what” question.
The second step is analysis. When analyzing a piece of media, one must look for patterns or things that stand out. Common patterns may be bold lettering, flashing images, or color coordination. Continuing with the news broadcast example, the report may have big bold words on certain texts. Additionally, the camera may be centered on a certain individual.
The next step in breaking down media is interpretation. Interpretation has the job of answering the “so what” questions. In this step, one must decide what the patterns mean that were highlighted in the previous step. The reason that news editors bold certain words is because they want the readers to focus on that specific text. Furthermore, if the camera is solely focused on one person, they want that individual to be the focal point of the broadcast.
The fourth step in the process is evaluation. This is when the reader or viewer determines the quality of the piece of media; in other words, “is it good?”. This can sometimes be personal opinion but many times it goes back to the question of “did they achieve their goal?”.
The fifth, and final step of the critical media process is engagement. Engagement is decided by how many people interact or share the piece of media. For example, a YouTube video’s engagement can often be counted in how many views and comments it has.