The key concepts (CLAIR) are tools to analyze media texts by examining the codes and conventions, language, audience, institutions, and representations used. These concepts should be applied to support explanations of how media texts are constructed and received. The document provides definitions of each key concept to use in analyzing magazine covers targeted at different audiences.

1. Key Concepts
LO:
1) To learn what the key concepts are
2) To apply the key concepts to media texts

2. Key Concepts = tools that you can use to
analyse a media text.
Use them to support your own explanation
of how a media text is constructed and
received.

3. CLAIR

4. C
Codes and conventions
The rules that a media text
follows when being
produced

5. L
Language
The way that the media
communicates with the people
consuming it, terms used to
describe specific parts of the
media

6. A
Audience
The people who
watch/read/listen to the
media

7. I
Institution
The companies and
organisations that
produce and control the
media

8. R
Representation
The way the people, places
and events are portrayed
in the media and the
messages that this sends

10. Masthead Date
3 colour rule
Main image
Coverlines
Main coverline
Price &
Barcode

11. •Considers herself more sophisticated than
her peers
Young teen
Is competitive and White
wants to succeed
Female
Middle class
background
Is fairly materialistic
American
Judges herself and
perhaps others by Values high-
their appearance end fashion

12. REPRESENTATION
AUDIENCE
Fresh faced
Teen girl Looking at camera in
Aspirational confident way
(wants to be Covered up – not
wealthy, better sexy
than she is) Successful for talent
American rather than looks
Competitive Role model
Interested in high
fashion
Clean living
Sees herself as
sophisticated
White
Middle class

13. REPRESENTATION
AUDIENCE
Fresh faced
Teen girl Looking at camera in
Aspirational confident way
(wants to be Covered up – not
wealthy, better sexy
than she is) Successful for talent
American rather than looks
Competitive Role model
Interested in high
fashion
Clean living
Sees herself as
sophisticated
White
Middle class LANGUAGE
Speaks to the
audience like a more
knowledgeable/cooler
/older friend or sister

14. REPRESENTATION
AUDIENCE
Fresh faced
Teen girl Looking at camera in
Aspirational confident way
(wants to be Covered up – not
wealthy, better sexy
than she is) Successful for talent
American rather than looks
Competitive Role model
Interested in high
fashion INSTITUTION
Clean living
Sees herself as Owned by
sophisticated Condé Nast
White
Middle class LANGUAGE
Speaks to the
audience like a more
knowledgeable/cooler
/older friend or sister

15. Homework
Pick two magazine covers, which are
targeted at different audiences, and apply
the key concepts - CLAIR.