3. How is the text positioned?
 Context?
 Purpose?
 Audience?
 Language?
 Form?
WHY has this text
been made?
WHO has this text
been made for?
HOW has the text
been constructed?

5. Step 1: Identify the CONTENTION of
the material.
Remember: The
CONTENTION is what the
writer/author/ artist/person
is trying to ARGUE.
Try to sum up their
argument in a sentence!

6. Step 2: Identify the TONE of the
material.
Calm
Controlled
Diplomatic
Moderate
Open-minded
Reasonable
Respectful
Sensible
Apologetic
Remorseful
Nostalgic
Sentimental
Cautious
Conservative
Guarded
Amused
Humorous
Ridiculing
Sarcastic
Satirical
Animated
Enthusiastic
Passionate
Zealous
Forthright
Matter-of-fact
Unequivocal
Admiring
Appreciative
Approving
Benevolent
Conciliatory
Friendly
Supportive
Sympathetic
Understanding
Earnest
Humble
Modest
Authoritative
Educated
Formal
Arrogant
Boastful
Condescending
Defensive
Patronising
Self-righteous
Moralising
Pedantic
Cynical
Negative
Pessimistic
Scathing
Vindictive
Patriotic
Alarmed
Outraged
Shocked
Disappointed
Discouraged
Dismayed
Regretful
Aggressive
Attacking
Forceful
Hostile
Annoyed
Appalled
Critical
Apathetic

7. Step 3: Identify the ARGUMENTS
that support the contention.
A person will
provide several
arguments to back
up their contention
and explain why
they are right. Find
them!

8. Step 4: Identify the LANGUAGE and
PERSUASIVE DEVICES.
EVIDENCE
Facts and Statistics
Anecdotal Evidence
Hypothetical Evidence
Expert Evidence
CONTENT
Attacks
Clichés
Generalisations
Hyperbole
Humour
Logic & Reason
LITERARY
TECHNIQUES
Repetition
Rhetorical Questions
Sensationalism
Similes & Metaphors
Alliteration
LANGUAGE
Emotive Language
Inclusive Language
Exclusive Language
Formal Language
Colloquial Language
APPEALS TO…
Appeal to Fear
Appeal to Safety
Appeal to Patriotism
Appeal to the ‘Hip
Pocket’
Appeal to Tradition
Appeal to Family
Values
OTHER LANGUAGE
CHOICES…

9. Step 5: Discuss the IMPACT of
these techniques on how the
argument is presented.

10. Summary of approaching a Media Text:
Identify the
CONTENTION
and TONE of the
material
Identify the
ARGUMENTS that
are presented to
support this
contention
Identify the
LANGUAGE and
PERSUASIVE
DEVICES that are
used to influence
the audience
Discuss the IMPACT
of these
decisions/techniques
on how the argument
is presented

12. Introduction
What is the ISSUE being discussed?
What is the CONTEXT of the article?
• Who is the writer and what is the title of the article?
• What is the form of the article?
• What is the name of the publication?
• What is the writer’s relationship to the issue (if you know)?
• Is there any vested interest in the issue (if you know)?
What is the CONTENTION of the article?
What is the TONE of the article?
Who is the likely AUDIENCE of the article?

13. Body Paragraphs
What is the FIRST ARGUMENT/IDEA presented in the
article?
What TECHNIQUES are used to express this
argument? Give examples.
What LANGUAGE is used to express this argument?
Give examples.
What is the possible/likely EFFECT on the audience of
the article?

14. Final Body Paragraph
What VISUAL ARGUMENTS are presented?
What TECHNIQUES are used (i.e. ANALYSE
the visual source)? Give examples.
What is the possible/likely EFFECT on the
audience of the article?

15. Conclusion
Restate the writer’s contention eloquently.
What has the writer tried to achieve?
Who have they tried to convince (audience)?
Are they LIKELY to have convinced them?
How successful have they been?

16. Conclusion
Final Body Paragraph (Visual Elements)
Body Paragraph 2 (Article’s Second Argument)
Body Paragraph 1 (Article’s First Argument)
Introduction
Body Paragraph 3 (Article’s Third Argument)