What are Key Concepts?

Key concepts are the Media languages, forms and conventions. So, they are the ways in which media texts communicate. The key concepts in Media are:

• Institution- The organizations that create media texts.
• Genre- A way of categorising texts according to shared conventions.
• Representation- The ways in which the world is re-presented to us by the media.
• Audience- The people who buy or consume a media text.
• Ideology- The beliefs, ideas and values behind or reflected within a Media text.
• Narrative- the story/plot within a text.