The key concepts

Codes: Rules that are set by a culture but are not the law. codes relate to all aspects of a culture.

Communication: a process through which meanings are exchanged.

Context: the situation within which communication takes place.

Culture: a particular way of life which expresses certain meanings and values.

Identity: the sense we have of ourselves, which we then ‘represent’ ‘elsewhere’: a
person’s social meaning.

Power: control and influence over other people and their actions.

Representation: refers to the construction in any medium (especially the mass
media) of aspects of ‘reality’ such as people, places, objects, events, cultural
identities and other abstract concepts. Such representations may be in speech or
writing as well as still or moving pictures. (Daniel Chandler’s definition).

Value: the worth, importance, or usefulness of something to somebody


http://filestore.aqa.org.uk/subjects/AQA-2625-W-TRB-OGASKT.PDF