L anguage -The specific terminology we learn to describe media, relevant to the genre, audience and content of the text.
I nstitution- The company/Organisation of the production.
I deology- What it represents. Impilicit and explicit values of media, for example good guy, bad guy. A system of beliefs.
A udience- Consumers of media. Who they are aiming their media at.
R epresentation- Re-presentation back to society. Concepts such as stereotypes.
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