Essence is a type of Substance. Medium is a type of Substance. Video is a type of Medium. 
Pain is a synonym of Punishment. Punishment is a synonym of Penalty. Execution is a type of Penalty. 
Essence --IsA--> Substance <--IsA-- Medium <--IsA-- Video 
Pain <--Synonym--> Punishment <--Synonym--> Penalty <--IsA-- Execution 