In information and media affluent societies, the critical ability of citizens is increasingly important. This is reflected in a number of political initiatives that aim at engaging citizens in questions of media content and production, often labelled as media literacy. In this context, skills related to media technologies that are often accentuated in media literacy education are a necessary but not sufficient condition for media literacy. Critical reflexivity and critical practices are crucial for media literacy and therefore in the centre of this article. This article proposes an analysis of media criticism from a citizens’ perspective. Drawing on solicited, open-ended online diaries as well as in-depth interviews with young Estonian citizens, the article applies an inductive approach to media criticism while paying attention to the specific context in which the media criticism arises.