Newspaper industry

• Set texts: Daily mirror and the time.  
• Audience decodes the message.
• Producer encodes it.
• Institution- the values and ideology of a media production.

• Young serious people.
• The quotes about being independant reflects Long roads ideology. 
• Girl has casual clothing meaning Long road doesn't push you too hard.
• The students look relaxed and happy.
• Is an element of academic excellence.

Why Long road needs to be an institution?

• Long road needs to be distinct to draw people in.
• Beat competition.
• Give people expectations.
• Business.

The easiest way for an institution to disseminate as quickly a possible is to have a logo.

Disseminate- Spread its message.