What are the Key Media Concepts?

                   There are 4 media concepts

Audience:

In media, audiences bargain about meaning. Each of us "negotiates" meaning in accordance with specific factors, such as personal needs and anxieties, the pleasures or difficulties of the day, racial and sexual attitudes, family and cultural background, moral perspective, and so on, even if the media provides us with much of the material upon which we build our picture of reality.

Institutions:

The business or group that creates or distributes the media texts we consume. Different media organizations have various goals and objectives, and they frequently target various audiences or engage in competition with one another for the same audience. Rupert Murdoch controls a firm named "News Corp International," which owns Sky TV, The Sun newspaper, The Times newspaper, FOX TV, 20th Century Fox films, and many other media outlets. Some media institutions are enormous and they own a variety of media outlets. Because of the growing concentration of ownership, some individuals find this to be concerning because it means that all of our media output is becoming more and more similar and has only one actual goal: earning money.

Representation:

Although it may appear difficult, this is actually rather simple once you understand it and is maybe the most significant of all the crucial ideas. Media representations are never accurate... It represents reality in a different way. Young people are being re-presented to us when they appear in the media. It matters a lot how a person or group is presented. Depending on how it is put together, a representation could be positive or negative. The place, the people's language, and their attire are all factors in the construction of meaning. Using race as an example would be another. In our capacity as media analysts, we must critically examine how people and organizations are portrayed in order to determine whether negative stereotypes unfairly predominate.

Language:

Before audiences perceive media messages, they decode them. Encoding is the process through which a source transforms information into data. The opposite of converting data into understandable information is the interpretation process. Encoding is the process of expressing communications or a person's capacity to convey ideas through language. Decoding involves analyzing the message or a person's ability to understand language. A language code has been produced through rules and laws. The interpretation and application of the code are governed by these rules.