L - Language. How the text is put together and the terminolgy which is used, e.g Masthead, headline.
I - Institution. Producer of the media text and why they did it.
I - Ideology. System of ideas and beliefs within the media text.
A - Audience. The specific audience in which a media text is aimed at and how we can tell this.
R - Representaion. Who/what/where is represented? How are these things portrayed?
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