This chapter is devoted to the basics of how to analyze a media message from a media literacy standpoint of author, techniques, audience, content and purpose. The focus is on how media constructs reality. Readers are taught to recognize genres by identifying codes and conventions, and to apply the media analysis tools of context, format, point of view and gaze. Analysis using visual, aural and compositional elements shows readers how to deconstruct a media message. Various propaganda techniques are defined and examples relevant to a global audience are offered. Terms discussed, defined and explored include: manifest text, latent text, critical autonomy and semiotics.