LANGUAGE: Codes and conventions used within different media
to take messages to the audiences. Including the content, theme and purpose of
a print base text, media language helps the audience understand the layout,
design and the use of written language of photography and illustration.
IDEOLOGY: A set of attitudes, beliefs and values held in
common by a group of people. Ideology allows society to understand and learn
the meanings of messages.
INSTITUTION: Any of the organisations responsible for the
production, marketing, distribution or regulation of media texts, institutions control
and structure the media.
AUDIENCE: Groups or individuals targeted by producers for
the projected audience that will read the text.
REPRESENTATION: The process where the media construct versions
of people, places and events in images, words or sound for broadcast through
media texts to an audience.
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