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In one sense it seems obvious that Institution is a key concept. After all, a media text has to be made by somebody, so there is likely to be an institution involved in the process. The study of institutions is very important, however, because this role also shapes the form of any text being made. In order to analyse the relationship between the text and the target audience, we need to think about how this influences both the production and the receiving of the text. You need to be able to identify the institution that has made the text and know enough about that institution to be able to assess how this has affected the way the text is shaped.
What is an Institution?
Put simply, the institution responsible for a text is the body that has made the text.
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