Asking questions about media is the easiest way to get the answers behind the message. All media messages are created with the producer's values embedded in it. It's practically impossible to receive a neutral, unbiased media message.
Here are some questions you might ask when trying to discover what a message's embedded values are.
What is the intention of this message?
Does the message contain the same values I believe?
Might someone with different values view this message differently?