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INITIAL KEY CONCEPTS OF MEDIA


 In one of the classes in media, we learnt the initial concepts of media. These are used to analyze media products.

 

One fun way to remember it is by the word "MIGRAINE"

Initial Concept uses media consumption studies to map out the experiences and the media usage of your target audience. The outcomes are used to help identify the channels used in your media communication plan.

Media Studies revolves around a set of very simple ideas that, once you understand them, unlock the meaning of the text for you - these are the key concepts. Whether you are analysing or constructing a media text, you are expected to demonstrate your knowledge and understanding of the following concepts:

  • Audience
  • Genre
  • Institution
  • Narrative
  • Media Forms
  • Representation

You can use these keys to unlock texts in different ways. Use the menu on the left to learn more about each one. For instance, a knowledge of audience helps you suggest what the preferred reading might be, while knowing about genre helps you predict how a text will follow a pattern.

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