Language
- what particular medium are you looking at?
- what is its particular terminology?
Institution
- who controls the production process?
- how does this affect the final product?
Ideology
- what values are explicit?
- what values are implicit?
Audience
- who is it for?
- what do people do with it ?
- whose needs does it fulfil?
Representation
- which individuals/groups/issuses appear in it?
- how are they portrayed?
- what is excluded?
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