This document defines key concepts related to audience, institution, media language, and representation. It discusses passive audiences that merely observe versus active audiences that actively engage with media. Media language conveys meaning through signs, symbols, and how scenes are filmed. Representation in media shapes audience understanding of groups and issues by portraying them from a particular perspective.

1. Key Concepts
Audience, institution, media language, representation.

2. Audience
Definition: The assembled spectators or listeners at a public event
such as a play, film, concert, or meeting.
Audience Types:
• Passive audiences
• Active audiences
A passive audience is an audience that merely observes and
event rather than actively responding it. There's been a few
studies done on what is called the 'audience effect'. Those
studies seem to show that a passive audience works well for
some performers that don't require a whole lot of skill
An active audience theory argues that media audiences
do not just receive information passively but are actively
involved, often unconsciously, in making sense of the
message within their personal and social contexts.

3. Institution
An organization founded for a religious, educational, professional,
or social purpose.

4. Media language
Media language is the way in which the meaning of a media text is
conveyed to the audience. One of the ways Media Language works is
to convey meaning through signs and symbols suggested by the way
a scene is set up and filmed.
The media uses language in many ways here are a few:
• The equipment they use
• To get a message across

5. Representation
Media representations are the ways in which the media portrays
particular groups, communities, experiences, ideas, or topics from a
particular ideological or value perspective.
Representation is also how media deals with and present
gender, age, ethnicity, social issues and events to an
audience. Media texts have the power to shape an
audience’s knowledge and understanding about these
important topics. Many things can be viewed in multiple
different ways.