Media Analysis Case Example • Overall, was the article in favour or opposed to scaping the census as it is currently implemented? Is the author a recognised expert in the field? 
 • What ideas or values are being “sold” in this message? What political ideas are communicated in the message? What did you learn from this media? 
 • How is the text constructed? Are there any metaphors? Is emotive language used – describe it? How might the public react to it? 
 • What type of person is the reader / watcher / listener invited to identify with? Are other viewpoints just as valid as the main one presented? 
 • How balanced and objective is the portrayal of the issue? How balanced and objective are the arguments put forward? What ideas or perspectives are left out? How would you find what’s missing? 
 • Does the article convince you? What do you remember most about it? What makes it seem “real?” 
 • How might different people understand the message different? 
 • What questions come to mind as you read the article? 
 Questions to consider when analysing the media: • What is the issue/problem that requires a policy change/new policy? (Briefly describe the context regarding how it came about) 
 • Overall, is the media article in favour or opposed to the issue? 
 • Which organisation created the media? (Briefly describe the organisation) 
 • Was the author a recognised expert in the field? 
 • What is the media trying to convince you on? 
 • How balanced and objective is the portrayal of the issue? 
 • How balanced and objective are the arguments put forward? 
 • Was emotive language used? How might the public react to it? 
 • What creative techniques are used to attract the reader’s attention? 
 • Is the language coloured to present some things as more positive than others? 
 • How might different people understand this message differently than me? 
 • What points of view are represented? 
 • Are the arguments fair? 
 • Whose perspectives are missing? 
 • Is evidence given to support any information and/or view/s? 
 • Is a balance of evidence for different perspectives given? 
 • Is the evidence from an authority in the field? Or a credible organisation or group? 
 • Are claims attributed to specific sources? 
 Description Analysis/Evaluation (YES) The media article concentrates on the problems of the proposed reform without providing any information about potential positive aspects or the reasons why it is needed. NO EXAMPLES, NO SUPPORTING EVIDENCE, NO INDICATION AS TO WHY THIS IS IMPORTANT Sakker and Jones (2007) suggest that a common feature of news reporting is the representation of two sides of a story to generate an impression among readers of conflict or fairness. However, the media article in question is heavily geared against the proposed reform, failing to provide any alternative view. The opening sentence sets the scene by criticising the prime minister on the proposed reforms and continues by condemning different aspects of it, including its development. The article fails to provide readers with any potential positive aspects of the proposed reform or identify those supporting the proposed reform to allow readers an opportunity to make their own judgements. (Nancarro 2010). Ingle (2011) refers to this type of media as constructive bias or presenting only one side favourably – a technique to appeal to the emotions of the public, as opposed to balanced, evidence or expert supported claims on each side of an issue which instead attempt to appeal to reason and individual choice.