How To Deconstruct Media Messages?
Ask foundational questions to dig out the original intention of the content creator and analyse the content which involves understanding its components:
Who Is The Communicator?
Identifying the source’s intent is critical. For instance, distinguishing between an independent journalist and a PR agency ensures understanding of potential biases. The following techniques to deconstruct a speech or content is proposed by Harold Lasswell’s model has been extended to incorporate location of the content or speech:
- Who Says? Identifies the communicator or source of the message. It examines the sender’s authority, credibility, intentions, and possible biases. For example, is it a journalist, politician, or corporation? Who is funding the content producer? Whose ideologies the content creator is aligned with?
- What is Said? Focuses on the content of the message. This involves analysing the main idea, themes, rhetorical narratives, slant and tone to determine what is being communicated explicitly and implicitly.
- To Whom? To whom: Investigates the target audience. It analyses the demographics, psychographics, and cultural or ideological leanings of the intended recipients, as well as how these factors may affect the interpretation of the message.
- On What Channels? On broadcast, broadband or mobile platforms? Social media platforms like X amplify real-time updates, whereas documentaries provide in-depth analysis. It looks at the medium through which the message is delivered, such as television, radio, newspapers, websites, or social media. Each platform has unique characteristics that can shape the format and reach of the communication.
- Where?: Examines the location or context in which the message is created or distributed. It is on the stage, in conferences, online press releases or webinars. This could be a news studio, social media environment, or a public event, which can influence the framing and reception of the message.
- When? Timing can influence the reception of content. Releasing an investigative report in the run up to an event or election can sway public opinion more effectively than at other times.
- With What Effect? Analysing outcomes, such as changes in public policy or shifts in consumer behaviour, highlights the impact of media content. It evaluates the impact of the message on the audience, including changes in knowledge, attitudes, beliefs, emotions, or behaviors. It explores whether the communication achieves its intended purpose or has unintended consequences. This model helps in critically analysing the dynamics of communication and understanding the interplay between message creators, content, and audience.
Deep Understanding of Media Purposes
Analysing Ideological and Commercial Objectives: Media often serve dual purposes: ideological influence and commercial gain. Fox News and CNN different portrayals of political events highlight ideological leanings, while product placements in films illustrate commercial interests.
Transparency in Media Operations: Consumers benefit from knowing the funding sources and affiliations of media outlets. Non-profit organisations like ProPublica disclose their funding openly, setting a standard for accountability.
Aligning Media with Democratic Values: Media should act as a watchdog and a platform for diverse voices. Initiatives like The Guardian’s “Open Journalism” encourages collaborative storytelling, empowering readers to contribute their perspectives and expertise.
The transformative mediascape demands a reorientation of journalism to adapt to new technologies, prioritise epistemic security, and promote learning. By asking critical questions and fostering transparency, media professionals and audiences can navigate the complexities of the information economy. This approach ensures that media content serves its ultimate purpose: empowering individuals with knowledge and fostering an informed, democratic society.It is to be noted that despite technological advancement and transformative ecology converging to militate against journalism the job of the journalists remain s the same.
Building a Digital-Ready Newsroom: Newsrooms must invest in: Cutting-edge software for data analysis, AI, and content management. High-quality hardware, including cameras, microphones, and editing equipment. Collaborative platforms like Slack, Trello, and Miro to streamline teamwork.
A forward-thinking culture encourages: (a) Innovation by experimenting with new formats and technologies. (b) Diversity by including varied voices and perspectives to enhance storytelling and (c) Resilience by training staff to adapt to fast-changing digital trends.
Newsrooms willing to embrace this shift and seek a winning strategy must overcome several challenges. First, they need to restructure their production teams and workflows. Second, they must adapt their distribution strategy to align with social media dynamics. Third, they must develop innovative video storytelling techniques and formats that resonate with audience preferences on these platforms. As Nielsen and Sambrook emphasise, traditional television news—whether in the form of evening bulletins or 24-hour channels—primarily serves the past rather than the future. To stay relevant, news producers must experiment with new formats and distribution methods (Nielsen & Sambrook, 2016).
Investing in Epistemic Security: Newsrooms should prioritise investments in AI tools designed to detect and combat misinformation, ensuring the reliability of information reaching the public. Newsrooms should prioritise four key imperatives: first, cater to the audience by understanding who they are, their needs or interests and deliver accordingly. Second, ensure journalism is defined by normative responsibilities. Audiences are overwhelmed with content but short on time, making engagement a challenge. To stay relevant, focus on providing value and accessibility across formats.
Gaps in Digital Training: Historically, newsrooms have been slow to embrace the full potential of digital modalities. Many journalists lack access to ongoing training in digital skills such as multimodal content creation, data journalism, mobile journalism, multichannel storytelling, audience engagement, verification, and in-depth reporting using AI. This gap hinders their ability to adapt to the demands of a rapidly evolving media landscape.