Form This is the structure of a text and the narrative framework that it is constructed on. Form works together with style and genre to create meaning for an audience.

Style This refers to the 'look' of a media text, its surface appearance. Style is important in creating image, tone and mood as well as attracting and retaining an audience.

Audience This is who consume or interact with media products. A target audience may be identified as either mass or niche and the product may be marketed to reach a particular audience or an audience may be constructed.

Ideology This is referred to as the system of ideas, values and beliefs which an individual, group or society holds to be true or important. A common focus for ideological debate is the way in which people are represented.

Genre This is the classification of any media text into a category or type. Genres tend to have identifiable codes and conventions which have developed over time.

Representation This is the process of making meaning in still or moving image and words/sounds. It means to present/show someone or something.

Intertextuality This is when we understand texts by their relationship or reference to another text.