INSTITUTION/

AGENCIES
Who made it and for whom?
What are the final effects on production? Who owns or controls the
production processes?
How is the text distributed?
REPRESENTATION
Who or what is represented and by whom?
Who or what has been omitted?
Why is the subject represented in this way?

IDEOLOGY/
MESSAGES/
V
What values are explicit? A
What values are implicit?
L
PRODUCTION/ U
TECHNOLOGIES E
What technologies have been used to produce the text? S
What roles were involved in the process?
What is the impact of the technolgies/roles?

AUDIENCES
To whom is the text addressed?
In what conditions might it be received?
What might the audience do with it?
What are the possible range of readings?

Film
Advertisement
TEXT
Television programme
Book

GENRE/CATEGORIES
NARRATIVE
Where does this text fit in with other texts?
Are conventions followed or subverted?
How is the narrative organised?
Who are its heroes and villains?

MEDIA LANGUAGE
How does this text convey its message?
What are the denotative and connotative levels of meaning?
What cultural codes are operating (speech, body language, dress etc)?
What professional codes are operating (camera perspective, editing, sound etc)?