Cinematography is a moving photograph. The lens can serve as a metaphor for what the eye cannot see. It can convey emotional insight and grant perspective into the subtext of a scene. In the right hands, it can be a tool for change.
Lighting can be much more than just illumination. It can accentuate, create mood and convey emotion. Light is a character. Light is evocative. Learn to sculpt with it as you would drag a brush across a canvass. Don't be afraid of the shadows.
Sound is crucial in grabbing and maintaining your attention. Weak visuals are a choice, but sound is less forgivable. It can immediately take you out of a film. Sound can also be used in creating tone and emotion. Its never as simple as pointing a stick in a particular direction.