WHAT IS CRITICAL MEDIA LITERACY In this e-book, we have chosen to add the term "Critical" to the term "media literacy". Critical media literacy encourages the analysis of dominant ideology and an inquiry into the means of production. it is grounded in social justice (kellner and share, 2007) and explores the intricacies of ownership, production, and distribution. critical media literacy is an inquiry into power, specifically the power of the media industries and how they shape the stories and messages we receive.