Critique of widespread impact models  
Audio-visual media impact is often referred to out of context. Some use it rhetorically to sound serious, others use it in a quantitative manner only, without any consideration for the qualitative aspects. Others again consider the psychological impact rather than a psycho-social impact or the impact on democracy.  

Grant committees within public funding agencies, public broadcasters or foundations, as well as juries within the interactive documentary (i-doc) niche – a dynamic subset of audio-visual media – have in many cases developed criteria for evaluating digital storytelling productions. The value of an interactive documentary is there often solely established on the basis of quantitative and easy to measure metrics… and this is where the main critique of makers and scholars vis-à-vis this model resides.