In one sense it seems obvious that Institution is a key concept. After all, a media text has to be made by somebody, so there is likely to be an institution involved in the process. The study of institutions is very important, however, because this role also shapes the form of any text being made. In order to analyse the relationship between the text and the target audience, we need to think about how this …showed first 75 words of 795 total…

…showed last 75 words of 795 total…own or use a television set in this country rather than by advertising. Independent Institutions Independent institutions are often the hardest to categorise. However, in general, independent organisations are essentially commercial since they need to sell sufficient copies (e.g. of a magazine) or sell their programme to a TV channel for broadcast, for example. Their motivation may well be less commercial but most independents have to sell their texts somehow, in order to survive.