Language- The language of Media, to state conventions of and part of media, for example Mastheads, Sell Lines, Cover Lines etc. this is simply the terminology and specific language and wording used.
Institution- Why the media that you are seeing/hearing is there, for example if on a Sony Ericsson phone advert, Sony Ericsson would be the instute. Institution is what the media is there for.
Idealogy- The ideaology behind the media text is the concept or the goals, expectations and actions.
Audience- Who the advert is aimed at, and why it would be aimed at this specific aduience.
Representation- This is how the media is represented, and what it connotes to the audience/consumer
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