L = Language - This is everything that is seen visually on/in a media text. For example, what you first see on a magazine is usually the masthead, main image, a secondary image and cover lines.
I = Institution - These are the different processes in which a media text is produced. For example, the BBC is a major institution as it has two of the main channels on television.
I = Ideology - This is what the media text is trying to communicate. It usually involves including what the institution wants to represent in it's text whilst trying to share what they believe their target audience would expect. For example, if you're looking for a sport magazine, you may look for an image of a sports person.
A = Audience - This is the any audience which the media text is aimed at. Each text has a primary (also known as target) audience which is who the text is aiming at; this can be easily identified by looking closely at the text. For example, if the front page of a magazine is mainly pink and purple, we can assume that its primary audience is aimed at girls.
R = Representation - This is what the media text is trying to represent and what we have to try to deconstruct. There are many reasons why something has been done in a media text and we have to try to understand what it symbolises or why it's been used in that way. For example, if a pink font is used in a magazine, we can assume that the institution have decided on that colour to appeal to a certain target audience.
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