Journalists indulge in micro-critiques of the public language of the police. Journalists alight upon words or phrases and critiquing them, demanding specific words and responses from police spokespeople. This rapid micro-critiquing can also generate voyeuristic interest from the public in crimes relating to sexual abuse and sex lives. The journalist’s purpose behind this micro-critiquing is to understand how police construct meaning, how they operate and to possibly reveal concealed missteps. Police language is also micro-analysed to discover how social identities are negotiated by police and then, how their power is exercised. MSM micro-critiquing is part of a framework called micro and macro discourse analysis. MSM is susceptible to messages amplified through SM and frames this information using the values swirling around the zeitgeist and overlays them onto a specific crime. The model will be applied to a case study to develop a detailed and applied understanding of the role of MSM in framing messages.