E.S.C.A.P.E.

• Evidence
• Do the facts hold up? 
• Can you verify - names, numbers, places, documents?
• Source
• Who made this? It is trustworthy?
• Trace who has touched the information - authors, publishers, funders, aggregators, social media users
• Context
• What's the big picture?
• Is the whole story presented?  What are the other forces surrounding it - current events, cultural trends, political goals, financial pressures?
• Audience
• Who is the intended audience?
• Look for attempts to appeal to specific groups or types of people - image choices, presentation techniques, language, content
• Purpose
• Why was this made?
• Look for clues to the motivation - publisher's mission, persuasive language or images, moneymaking tactics, stated or unstated agendas, calls to action
• Execution
• How is the information presented?
• Consider how the way it's made affects the impact - style, grammar, tone, image choices, placement/layout