Language: the terminology used in media eg) masthead and medium close-up, also the way in which things are portrayed via lighting, camera angles, editing, costumes, setting etc.
Institution: who is producing the text? This can affect the budget and ideology etc.
Ideology: what are the values, morals and mesages behind the text?
Audience: who is going to be recieving the text? Different audiences make diferent readings, therefore, you have to take the target audience into consideration when creating the text.
Representation: what is the text meant to be representing? eg) gender, age, race etc.
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