What lifestyles, values, and points of view are represented in the message?

The next concept in the framework lies in the media message itself. To become media literate, a person must possess the ability to identify what values, viewpoints, and possible biases are contained within a media message. This is where critical media literacy really starts to play a key role in allowing an individual to participate fully in society and democracy (Morrell, 2002). This is because without the ability to understand biases or specific points of view within a message, a person is at risk of being controlled by a particular interpretation of a message rather than being in control of their own interpretation (Thoman, 2005).

At first glance the Earth Hour website and video represents a positive message of empowerment in that grass roots activism can make a real difference in the outcome of how the world as a whole responds to climate change. However, some questions can be raised from viewing the video and website. One interesting observation from the video is that many of the scenes of lights going out around the world feature well known landmarks and tourist attractions such as Sydney Harbour Bridge and The Eifel Tower. In the background of many of these images many lights in private dwellings stay on. The lifestyle of most of the participants of Earth Hour being portrayed then is one of luxury and affluence when compared with a vast majority of the population of earth. While it does all it can to include all cultures and ethnicities, this portrayal of economic abundance may unintentionally marginalise some groups.