Key Concepts

LO:

1) To learn what the key concepts are

2) To apply the key concepts to media texts

Key Concepts = tools that you can use to analyse a media text.

Use them to support your own explanation of how a media text is constructed and received.

CLAIR

CCodes and conventions

The rules that a media text follows when being produced

LLanguage

The way that the media communicates with the people consuming it, terms used to describe specific parts of the media

AAudience

The people who watch/read/listen to the media

IInstitution

The companies and organisations that produce and control the media

RRepresentation

The way the people, places and events are portrayed in the media and the messages that this sends

Masthead

Main coverline

Main image

Coverlines

Price & Barcode

Date

3 colour rule

Young teen

White

Female

Middle class background

Values high-end fashion

Is fairly materialistic

•Considers herself more sophisticated than her peers

Is competitive and wants to succeed

Judges herself and perhaps others by their appearance

American

AUDIENCE

Teen girl Aspirational (wants to be wealthy, better than she is)AmericanCompetitiveInterested in high fashionClean livingSees herself as sophisticatedWhiteMiddle class

REPRESENTATION

Fresh facedLooking at camera in confident wayCovered up – not sexySuccessful for talent rather than looksRole model

AUDIENCE

Teen girl Aspirational (wants to be wealthy, better than she is)AmericanCompetitiveInterested in high fashionClean livingSees herself as sophisticatedWhiteMiddle class

REPRESENTATION

Fresh facedLooking at camera in confident wayCovered up – not sexySuccessful for talent rather than looksRole model

LANGUAGE

Speaks to the audience like a more knowledgeable/cooler/older friend or sister

AUDIENCE

Teen girl Aspirational (wants to be wealthy, better than she is)AmericanCompetitiveInterested in high fashionClean livingSees herself as sophisticatedWhiteMiddle class

REPRESENTATION

Fresh facedLooking at camera in confident wayCovered up – not sexySuccessful for talent rather than looksRole model

INSTITUTION

Owned by Condé Nast

LANGUAGE

Speaks to the audience like a more knowledgeable/cooler/older friend or sister

Homework

Pick two magazine covers, which are targeted at different audiences, and apply the key concepts - CLAIR.