As we have seen, each of the new sound and image media has found a particular space for itself in society, a specific orientation that has come to dominate how we regard the medium in question, despite a possibly wide array of other applications. Furthermore, each of the three differing production systems makes a specific contribution to the orientation of the various audio-visual media. The production methods of film help lead that medium towards an art of visual narration, just as those of television help towards the creation of the ‘events’ to which live presentation aspires. As heir to these production systems, video is able to reproduce the various ways of addressing the audience characteristic of its predecessors. But just as it has its own distinctive production methods, so too video has its own specific ways of addressing its audience. The present chapter is concerned to define both the various inherited modes of address and those specific to video. Its starting-point is of necessity the audience itself: how we perceive images and sounds and how the viewing context shapes our involvement.