Can media criticism "be objective"?

Some things are objective, like you can't naturally breathe underwater, or the sun exists.

But what about media or art, something created by people?

In your opinion, can a critique truly be objective, with no bias, or subjective input of the person critiquing?

Like, media like movies or games were created by people, so when something like... "rules of filmmaking" exist, wouldn't that also be something akin to subjectivity of people who created those rules?