Key media concepts.

 The 4 key concepts are:

1. Representation
2. Audience
3. Institutions
4. Media language

• Representation:  The way that people, places, and products are presented in media.
• Audience: Target group/ group of people that a text is aimed at.
• Institution: This refers to the people who own and make the media that people enjoy so much 
• Media language: This is how the message is communicated to the audience. 

All media uses these concepts for e.g., a film

Media language: costumes, camera shots/ angles etc.

Audience: everyone who enjoys the genre.

Institution: warner bros, eros, universal pictures, paramount pictures

Representation: actors in the drama genre are extremely talented.