L = Language - This is everything that is seen visually on/in a media text. For example, in a short film you see the cinematography, editing and mise-en-scene. All of these help to convey a meaning or message to the audience. Short films are able to send out a moral message in a short space of time.
I = Institution - These are the different processes in which a media text is produced. For example, in a short film, the institution is usually just the director or creator of the film because there are so many individual film-makers that they create their own institution.
I = Ideology - This is what the media text is trying to communicate. It usually involves including what the institution wants to represent in it's text whilst trying to share what they believe their target audience would expect. For example, in a short film the genre has certain conventions that the audience look for, a horror movie, for instance, has fast paced 'cut' editing, a lot of blood and scary music to heighten tension and suspense.
A = Audience - This is the any audience which the media text is aimed at. Each text has a primary (also known as target) audience which is who the text is aiming at; this can be easily identified by looking closely at the text. For example, if the genre is a "Chick Flick" this would appeal more to girls that to the boys because of the narrative. Likewise, "Action" films would be said to appeal more to boys.
R = Representation - This is what the media text is trying to represent and what we have to try to deconstruct. There are many reasons why something has been done in a media text and we have to try to understand what it symbolises or why it's been used in that way. For example, if a short film has a large cast of young females, we would assume it to be more related to the girls and therefore there would be more elements or girl references throughout. (Pink, flowers etc...)
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