Key Media Concepts

 Audience: 

The key reason for any project to exist in the first place. Audience refers to the people who consume media The targeted audience is the most important part of the project. To identify what audience u are looking for can be a huge lead into the success of your film. Furthermore how to get the wanted viewers to view your project can be another factor. For example to get the younger generation one can use social media campaigns to raise awareness of their product or on the other hand older people can be targeted through TV ads as they tend to prioritise Tv over social media. 

Media can have huge impact on a individual personally for example it might shape their beliefs, attitude or behaviour.

Language:

Language refers to the words and symbols used in media context which can include written texts to visual images or even sound effects. Language can be used to create meaning and convey messages in media context for example through humour, metaphors etc. It can even be used to portray different groups in media context through archetypes or stereotypes. It can also include the effect language have on the way people think and act about different sorts of media contents. For example some dialogues can lead to emotional awakenings or responses.

Institution:

Media institution are the organisations that produce and distribute media content. This can include newspapers, book publishers, TV networks, movie studios etc. Media institutions shape the content they produce such as funding which sort of movie or what content to fund. Moreover they face challenges too for example moving according to the constantly changing consumer demand. Furthermore they play a vital role in shaping  public opinion, an individual's beliefs and attitude etc. 

Representation:

This refers to the way different groups are portrayed in media which can range from how women are depicted in movies to the way ethnic minorities are represented in news. Representations can reflect OR reinforce the existing hierarchy of the world like showing one group inferior and the other relatively superior. These representation can have huge impact on how people view different groups which can either be negative or positive.