LIIAR

L - language
Media Language, this is an ‘umbrella which describes the ways audiences read media texts through understanding the formal and conventional structures. The media literacy also describes our ability to read write in this extended sense of language’

The language that that the audiences see in a music video are the messages the video puts across to the consumer when they watch it like family values or moral support and ethics. The text used is communicating a message to the audience. The message that is being shown in the text throughout the music video can help people to relate with real life problems and issues.

I - Institution
The institution create media texts to entertain the audiences but there main goal from the product is to make a profit. Institution nowadays is linked to audiences as the consumers are also becoming producers of texts themselves. One more way in which they are linked is in the way that audience is targeted by the institution. At the moment there is a lot of democratisation which means the institute is allowing more people to produce media texts.

I will also be playing the role of the institution as I’m producing a music video in a group along with Emma Hirst and Ben Underwood which makes us all the institution of the media text in this project. We all will have a substantial amount of knowledge of what our target audience is and what they want from the video from the questionnaires we have produce. This will help us make sure it meets the consumers wants and needs and fits into their expectations of the product.

I - Ideology’

the Ideology is a shared system of values and beliefs, media is now produced by individuals who each have there own values and beliefs which go in to the text as it interests them.

The ideology of the music video I am making has my own values and beliefs in it which interests me, starting with the song choice, I have chosen this song because it is a song which I like and a song which interests me. This will make it easier for me to work with as I am working with something I like.

Certain aspects within the ideology are common sense and are just generally there, this is known as hegemony. They are hidden in such a way that it seems to be natural. For example the hegemony within my music video is the stereotypical people who appear in each scene such as the students in the school scene etc.

A - Audience
‘A collective group of people reading any media text.’ The Audience is the consumer of the product and one of the most important aspects when you are producing the media text because it is crucial that the audience enjoy what you are creating otherwise no money is going to be made if it isn't consumed.

The audience which my music video is aimed at are older teenagers to young adults as I feel this is who the genre of the music is more aimed towards. R - Representation ‘Society and social groups within the society’ My media text will be representing certain messages about the group of people that it represents.

The social group which is being represented throughout the video is teenagers even though the video is aimed perhaps at an older audience. The age of the main protagonist in the music video is a student at school around 17 or 18 years old.

R - Representation
‘Society and social groups within the society’ My media text will be representing certain messages about the group of people that it represents.

The social group which is being represented throughout the video is teenagers even though the video is aimed perhaps at an older audience. The age of the main protagonist in the music video is a student at school around 17 years old, we decided to do this so that we can relate to the idea more and put more of our own ideology into the project.