Media language uses technical codes like lighting, camera angles and clothing to convey messages through various media like movies, documentaries and blogs. Ideology represents the ideas behind media messages, for example portrayals of Indians and Pakistanis in Hollywood films. Media products are categorized into genres which are identified by distinctive and repetitive features. Representation is the process where media construct versions of people, places and events which provide models of how social groups are seen. Audiences are the targeted groups for media producers, and institutions are the producers who have codes and values that shape their relationship with audiences. Narratives allow analysis of how storylines and plots are structured in media.

2. KEY MEDIA CONCEPTS

3. MEDIA LANGUAGE
Media language is the code in which messages are conveyed to an audience.
Media language uses signs and technical codes to convey their message.
For example, lighting, camera angle, clothing etc.
The messages are usually conveyed through movies, documentaries, blogs
and so much more.

4. IDEOLOGY
Ideology is a very important concept in media. It is the idea
behind the message shown in the media. For example, in
Hollywood films Indians and Pakistanis are usually
shown as very backward people, who usually don’t even
know how to speak English.

5. GENRE
All media products can be categorized as belonging to
genres.
Genres are identified by the repetition of distinctive features.

6. REPRESENTATION
This is the process whereby the media construct versions of
people, places and events in images. Media texts construct
versions of the living experience through re-presentations.
Representations provide models of how we see gender, social
groups and places – aspects of the world we inhabit
(stereotypes). In my opinion representations are usually 10%
true.

7. AUDIENCE
Audience is the group of people targeted
by the producers to consume the
media that is being made. Audiences
are affected in some way by media
texts and the nature of this is the basis
for a wide range of media research.

8. INSTITUTION
Institutions are the producers of
media, who have various sets
of codes and values which
need to be understood along
with their relationship with
the audience.

9. NARRATIVE
Media usually has a plot. The concept of a narrative allows us to
see how the plot has been put together. It is also used to
understand the structure of the storyline.