The media use technical codes to communicate with their audience. The media use technical codes to communicate with their audience.

These include:These include:PhotographyPhotographyModelsModelsWritten textWritten textCamera positions, movements and compositionCamera positions, movements and compositionSoundSoundLightingLightingEditingEditingSpecial effectsSpecial effectsPost-production effects (green screen/blue screen)Post-production effects (green screen/blue screen)Mise-en-sceneMise-en-sceneActors and performanceActors and performance

In film and TV this element of media language is known as MICRO language.In film and TV this element of media language is known as MICRO language.

Every media product has a target audience. Some products are Every media product has a target audience. Some products are

mainstream and appeal to a large target audience; some products are mainstream and appeal to a large target audience; some products are

niche or non-mainstream and appeal to a smaller target audience.niche or non-mainstream and appeal to a smaller target audience.

Media producers categorise people into different groups according to Media producers categorise people into different groups according to

age, ethnicity, gender, where they live, their occupation and income, age, ethnicity, gender, where they live, their occupation and income,

their education and lifestyle choices, their attitudes and political views.their education and lifestyle choices, their attitudes and political views.

The more information they have; the more they can produceThe more information they have; the more they can produce

programmes, films, magazines, radio programmes, web sites that will programmes, films, magazines, radio programmes, web sites that will

appeal to your Values, Aspirations and Lifestyles (VALs)appeal to your Values, Aspirations and Lifestyles (VALs)

Representation in the media is concerned with how people, events and Representation in the media is concerned with how people, events and ideas are presented to audiences. ideas are presented to audiences.

What we see, hear and read in the media is a representation of a What we see, hear and read in the media is a representation of a subject – it is somebody’s opinion or interpretation of an event.subject – it is somebody’s opinion or interpretation of an event.

Even a live news broadcast is a representation, because you only see Even a live news broadcast is a representation, because you only see what is filmed by the camera operator. what is filmed by the camera operator.

Facebook and Twitter have allowed people to represent themselves, Facebook and Twitter have allowed people to represent themselves, however mainstream media is still dominated by the views of a few however mainstream media is still dominated by the views of a few people.people.

Media institutions are organisations that are responsible for producing Media institutions are organisations that are responsible for producing media products.media products.

Every media institution will have its own set of values and beliefs. UK Every media institution will have its own set of values and beliefs. UK TV is dominated by BBC, ITV, Sky and Channel 4. The UK newspaper TV is dominated by BBC, ITV, Sky and Channel 4. The UK newspaper industry is dominated by Rupert Murdoch’s News Corporation. The industry is dominated by Rupert Murdoch’s News Corporation. The UK magazine industry is dominated by IPC and Bauer Media. There are UK magazine industry is dominated by IPC and Bauer Media. There are only four Major record labels in the UK.only four Major record labels in the UK.

This is known as a concentration of ownership and can lead to a This is known as a concentration of ownership and can lead to a restricted viewpoint on the world; it can also lead to a restricted range restricted viewpoint on the world; it can also lead to a restricted range of media productsof media products