Key Concepts

• Discourse
• Mode of address
• Technology
• Ideology
• Narrative

Discourse 
Discourse can be refer to as: 

• A type of language used in a particular context or by a particular group. For example: lawyers in court.
• It can also be an analysis of the language of the whole text.
• It can also be a way of constructing reality or a form of knowledge.

Mode of address 
Looking at the specific ways in which the texts communicate with their audience. 

• How texts represented in the media?
• What are the motivations behind the representations?
• How are we (audience) expected to react to the representation?
• How do we interpret the tone and register of the text itself?
• How does the text address to the audience?
• What does texts or the producers want the audience to feel?

Technology 
Technological Determinism  - technological changes in society.

Technological Constructionism/Social Determinism - society drives changes in technology it develops out of our needs. 

Planned obsolescence - the idea that products we purposefully designed to be within a period of time so that an upgrade is necessary. 

Ideology 
Ideology are values of society which are affected by race,ethnicity, religion, age, background and by peers.  Note: Britain is multicultural (society). 

Narrative 
Narrative refers to the ways in which meanings are structured as stories. Narrative is not just fictional.