Key Media Concepts 

Media products are carefully and thoughtfully constructed and crafted. They are molded and presented in a way that reflect decisions resulted from determining factors. Media highly influences understanding of the world, and how it works. People often base their realities on media.

Audiences and their interaction, consumption, and understanding of media also alters media and the effect it has. Although it is true that each person has their own interpretation of media, it is still likely that a general belief can arise within the audience through presentation of and on media.

Media always contains messages, whether it is based on the norm, or to develop the norm. Media messages can be ideological and value messages. Media uses different ways to portray them to the audience.

Media Language refers to the way in which the message is conveyed to the audience by the media. Using semiotics, or the language of signs, suggests that media can convey messages through signs and symbols while constructing a media product. Other ways in which media can convey messages is color, composition, editing, sound and narrative.

Representation is a key factor in media. It is the way in which media presents and portrays different social groups, social issues, events, and beliefs. For example, how the media deals with gender representation, ethnicity, race representation, and regional identities.

Media institutions are firms or corporations that produce and present media products and contexts in a way that satisfies their interests, These interests are usually commercial interest, or to gain power or authority. These can be broadcasting companies, newspaper publishers, film productions, music companies, and sometimes, even government tries to intervene and control media.