November 4 to 8 is media literacy week in Canada. Media literacy is the ability to critically consume and respond to media. It's important because media — including music, TV, film, video games, websites, apps, books, magazines, billboards, and even social networking — can significantly influence how we see and react to everything.

These five key concepts, borrowed from mediasmarts.ca, will help you assess the media you're exposed to.

1. It is constructed.
Media content is created by people who choose what to include, what to leave out, and how to present it. Their decisions are based on their own opinions, assumptions, biases, etc. We instinctively view media as direct representations of reality, but media will never accurately reflect the real world.

Ask yourself why it exists, who created it, and what assumptions or beliefs are reflected in the content.

2. The meaning's flexible.
The meaning of any media comes from the creators AND the audience. Factors like age, sex, race, and social status mean that different audiences can interpret the same media in different ways.

Think about how it makes you feel, based on how similar you are to the people in it, and ask yourself how different people might react.

3. It is commercial.
Most media production is a business; somebody makes a profit. A relatively small number of people and corporations control what we can watch, read, or listen to. Even when it's not made for profit (e.g. YouTube videos and Facebook posts), somebody controls how content is distributed — usually for a political or financial reason.

Ask yourself if it will it help someone make money, or if other purposes (e.g. propaganda) affect the content and the way it's communicated?

4. It is ideological.
Media convey messages about values, power, and authority. These messages may be conscious, but more often they come from biases and assumptions. Media can have a significant influence on what we think and believe.

Ask yourself who/what is shown positively, negatively, or not at all? Think about why, and what conclusions audiences might draw.

5. Form = function.
Each medium is unique. Content and meaning can change depending on the technology or even the genre. For example, interactive games involve different storytelling and have different effects on us than TV or music.

Ask yourself how the medium gets your attention, and whether images or stories manipulated. Does the genre treat certain subjects in predictable ways? Think about the effect this has on you.

Analyze and evaluate messages in the media you consume. Watch for stereotypes, especially around gender, race, body image, and sexuality. Be aware of how these things could influence your own views or behaviour. Don't let the fiction you see, hear, or participate in change the way you treat real-life people.

One of the best media critics right now is Canadian-American blogger Anita Sarkeesian, who examines how popular culture portrays women. Check out her video blog “Feminist Frequency” or the video series “Tropes vs. Women” for relevant, current primers on media literacy.

Dayan Boyce, a communications professional, is a Co-Chair of the Campus Violence Prevention and Awareness group.