The document discusses the four key concepts used to analyze media products: media language, institution, audience, and representation. Media language focuses on how a media product communicates through visual and audio elements. Institution examines who produced the media product and how much money was spent. Audience identifies who the media is targeted towards and how they may respond. Representation analyzes the portrayal of characters in terms of appearance, traits and stereotypes.

1. THE FOUR KEY CONCEPTS IN
ACTION
Sharepoint
Year 10
Media Studies
The 4 Key Concepts
Sample Videos
2. To understand the 4 key concepts and how they link to media products.
Media Language
What can you say about how the film communicates to
us? Focus on the look and sound of the film? What key
words would you use?
Institution
Who is it made by? Has a lot of money been spent on
this production? How do you know? What rating is it?
Audience
What can you say about the audience? Who is it
targeted at? How do you know? How might the
audience feel after watching this?
Representation
What do the characters look and sound like? Why is
this? What stereotypes can you see?