Language- The language is everything from images to graphics to written text. It is everything that goes into the appearance and also all of the linguistic terminology. It is almost like a code that is followed. It applies to camera terminology such as camera angles, lighting, mise-en-scene, diegetic/non-diegetic sound.
Institution- The established artist and record label that produce the music video. They focus on making profits. They design and create the music video.
Ideology- The aim of the product. It's the reason that the music video has been produced taking into account the subject, genre, audience, and purpose for example the purpose can be to inform, persuade, advise or advertise.
Audience- There are different types of audiences in correlation to age, gender, social class and stereo typing. So the audience has to be considered carefully and what is produced has to be an outcome which will relate and influence this specific audience and make them buy it.
Representtion-How the product is representative of a certain image or idea. For example symbolism of colours, shapes, images. It's how the product looks and why all the elements are there. For example for a rock video dark colours and lighting maybe used to connote the rebellious stereotype it carries.
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