This document provides an overview of key concepts in media studies, including language, institution, audience, and representation. It explains that media texts use codes and conventions depending on their format, like magazines following print rules. Students of media studies learn to analyze different media using these four concepts and by considering things like codes, targeted audiences, and how groups are portrayed.

2. Media Studies=Learning
about the media

3. Media Studies
Media Studies students can:
 Research
 Deconstruct
 Analyse
 Discuss
 Plan
 Create and Produce
 Evaluate

4. Tools to analyse Media
texts
= The Four Key Concepts Language
 Institution
 Audience
 Representation
MEMORY JOG – people say the media is full of lies and its
true there are many tricks to get the audience’s attention.
LIAR This should help you.

5. Language
 What type of
media is this?
 How do you
know?

6. Language
 What kind of
media is this?
 How do you
know?
 What can one
expect from the
media it is
referring to?

7. Language = Codes and
Conventions
 Media texts follow the same rules depending
on what kind of media platform they use.
Magazines follow the rules of Print.
 Layout
 Colour
 Image
 Text
These rules are called the codes
and conventions. They make it
easy to understand what kind of
media text you are looking at.

8. Code and Conventions
 Each media text uses different codes and
conventions which the audience learn to
recognise and understand.
 Media students know what those codes and
conventions are.
 Media students are able to talk about
Language (codes and conventions) to help
them analyse any media text.

9. 1. How do you know that you have
just watched TV News
2. How do you know that you’ve
just watched a News programme
aimed at attracting and keeping
the interest of two different
targeted audience?
3. How do you know that you have
just watched the beginning of a
News programme?
Extension Question
1. How do you know you’ve just
watched a programme that aims
to give the impression
(representation), of being factual,
trustworthy and keen to keep
audiences informed (updated) of
important issues/events?
In YouTube type - BBC
Newsround /// 06/04/2015
In Youtube type - New Look Channel
4 News 2011 - Opening titles

10. TV Codes and Conventions
Television uses these codes and conventions.
 Moving Image – camera shots, camera
movements
 Sound – music and dialogue
 Graphics – station logo, title graphics, credits
 Genre – what type of TV programme is it
(film, drama, news programme)
 Narrative – what happens in the programme

11. Institution
 This is who makes the Media texts. The institution can be a
large company like Warner Bros. Pictures or a small
company like Working Title.
 Task: Name one newspaper institution

12. Audience
 People who listen, watch,
read or use media texts are
called the audience.
 Audiences are grouped
together by gender, age,
how much money they earn
and what they like.
 Institutions work hard to
make their media texts
appeal to the right audience.

13. Representation
The way real life is
presented on television, on
the radio, in newspapers
and magazines is known as
Representation.
Groups of people are
represented in a certain light
so that people begin to
believe all people in that
group are like that. This is
called stereotyping.
Places, gender, social class
can also be represented.

14. Task
In pairs, look at the media text and talk about
Language and Audience.
1. What type of media is it?
2. What kind of media language does it use?
3. Who is the audience and how do you know it
would appeal to that group of people?

15. In pairs, look at the media text and talk about Language and
Audience.
1. What type of media is it?
2. What kind of media language does it use?
3. Who is the audience and how do you know it would
appeal to that group of people?