It has been for some time now that most media analysts approaching textual analysis of one sort or the other, have chosen to use the term ‘critical’. In the 1980s, two groups of researchers, the Glasgow University Media Group and the Birmingham Centre for Contemporary Cultural Studies, established themselves as pioneers of critical textual media analysis from a discourse analytic perspective (Fowler 1991). They took a critical view of media texts, ascertaining that media texts are not neutral. This view was taken up by critical linguists like Hodge and Kress (1979) and Fowler (1991) among others.