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This level of critique serves potential consumers and media workers by providing guidance using standards that are widely shared by them.By diminishing bad and championing good professional practices,while diminishing works of weakness and celebrating works of achievement,this level of critique is concerned with professional and market performance.Its goals include the maintenance or elevation of professional standards,and quality of works.
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Media review responds to practices in the media of the time,and tends to be directed towards content and work processes of defined scope.Content under critique could range from as small as an entry to as big as a product series.A particular news report,for example,is an entry of an episode,the latter of which in this case is the newspaper of the day or the evening television news program broadcast on a certain day.That particular television news program is part of a series of similar programs broadcast at the same hour every day.News reports about the same story or theme,for example,coverage of the Iraq War,would make a series of entries.Alternatively the object of critique could be a one-off product,like a single movie,or a product series,like the series of James Bond movies.
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Apart from content,work processes are more likely than institutions to come under critique.It is common that media reviews touch on the production processes of specific content.In such cases,the units of production-individuals,team,section,department or organization are easily identified.Sometimes a specific aspect of conduct or production practice of the profession or industry becomes the object of critique.
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In the context of news,the key questions asked by media reviewers would be:
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1.Do media contents conform to journalistic norms and ethics in matters such as privacy and dignity and obtaining standards of taste and decency?
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2.Are media fair and objective or biased in the political and ideological leaning of news and comment offered?
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3.Does media conduct and content conform to norms that have been developed for the handling of international relations and issues of peace and development（McQuail,1999）?
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4.Is the news content properly sourced and verified?
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5.Are the news stories well written,photographed,and laid out?
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6.Do journalists conduct themselves in good ethics in the process of newsgathering?
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Examples of media reviews about journalism in the U.S.could be found in:
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·the Columbia Journalism Review Magazine（http://www.cjr.org/magazine/）,
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·the monthly magazine,Extra!,and the weekly radio show,Counterspin,published by the media watch group,Fairness & Accuracy in Reporting（FAIR）（http://www.fair.org/index.php）,and
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·the Media Monitor of the Accuracy in Media（AIM）group（http://www.aim.org/media-monitor/）.
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Despite applying widely accepted standards,media review could be conducted from different political positions.FAIR and AIM,for example,reveal different political positions in their critiques.
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Book reviews,such as the London Review of Books,and movie reviews-including those published in consumer magazines-belong to critiques of this level.The program“Media Watch”produced by the television department of Radio Television Hong Kong also falls into this category.
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As media reviews,critique is made from the perspective of professionalism or merely common sense.Methods of analysis commonly used are description,comparisons with works produced before and around the same time,and various approaches of textual reading.
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Media Watch
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This level of critique reveals the inadequacies in the representations and values manifested in the media world.The standards used for evaluation are adopted by the media critics,which are not necessarily widely shared by producers or society at large.Media watch is concerned with the social and cultural performance of the media（McQuail,2005）.
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The concern for social and cultural implications often brings media watchers to focus on objects of critique of relatively large scope.Product series,genres,media formats,media technologies,and media production practices are rightful objects of critique.Where production practices are the object of critique,the institutions involved tend to be larger units,as in a work organization,profession or industry as a whole.However,the primary interest of media watch is on evaluating the social and cultural influence of the media.Change to such influence could appear within the existing structures of media institutions.A prominent example of this level of critique in journalism is the body of critiques associated with the public journalism movement in the U.S.from the late 1980s onwards.
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Some of the questions asked by media watchers of journalism are:
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1.Is the quality of information offered adequate to the needs of citizens/audiences according to such criteria as amount,range,depth,accuracy,or balance?
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2.Do media deal equally and fairly with ethnic,cultural,and other minorities in their representation and access?
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3.Do media give access to a full range of relevant voices in the society?
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4.Do media contribute adequately to（national）cultural identity and autonomy?
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