Key Media Concepts

I'm studying key media concepts in my Media Studies class, at the centre of which lies the Media Continuum that institutions and audiences are a vital part of. Institutions are the giant media organisations that dominate the productions of media products, like the Big Five such as Disney, Sony, Viacom, Comcast and Warner Bros, while audiences are the groups of people that these institutions aim to target with the media they produce. In the media continuum, institutions and audiences are placed at opposite ends with institutions using media language, e.g. camera angles, composition, movements, editing, sound, and mise-en-scene, to create representations of social groups, and issues like race, gender and sexuality, in the media products, like films and television shows, they produce which are then consumed by the audience, that gives feedback to the institutions, and so the continuum continues as an endless loop of interaction between institutions and audiences.