-Active consumer= a person who likes to consume the whole text, concentrates, and is dedicated to it.
- Passive consumer= Someone who vaguely consumes, more likely to let the information wash over them. They are usually less involved and aware.
- circulation= movement of material ( high circulation usually means global sales).
-Audience= the audience is a certain group of people a media text is aimed at. Their age, gender and interests all need to be considered so to insure their needs are met.
-Ideology= this is the body of ideas reflecting the social needs and aspirations of a social age group, class, or culture.
-Institution= a large organisation of similar people. a school is an institution.
-Genre= A text is classified into a genre through identification of its key elements which occur in the text. for example, different genres of film include 'comedy', 'thriller' and 'drama'.
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