Key Vocabulary Flashcards
Countertypical
Acronym to typical
Dominant Ideology
The majority of beliefs and values in a large proportion of society.
Alternative Ideology
An alternate way of thinking
Active Audience
Audience that actively engages in choosing media, and interprets and criticises the content in chosen media products.
Anchorage
An element of a media product that grounds down and contributes to the meanings and messages encoded in the product.
Appeal
The way in which products or stars attract and interest an audience.
Connotations
The deeper meaning of something.
Conventions
What is typical or expected (to be seen).
Denotations
The literal meaning of something.
Diegetic Sound
Part of the world of the media product.
Intertextuality
Where one media product references another.
Conglomerate
A large corporation that owns a number of media companies.
Mediation
The way in which a media text is constructed to reflect the producer’s version of reality - the way that media can alter our views and outlook.
Vertical Integration
Where a media production company owns multiple businesses in the chain of production (of a media product e.g. a film).
Encoding
The ‘encoder’ communicates meaning through the media text by using certain methods and elements that are then interpreted by the audience.
Decoding
The viewer infers meaning from the media product that was encoded.
Enigma Code
When a part of a narrative is hidden which creates gaps in the audiences knowledge, evoking questions and intrigue thus encouraging them to seek out more information about the media product or a product they are advertising for.
Layout and Design
The way images and text is positioned and played out in order to convey meaning.
House Style
A consistent use of elements such as colour, design, typeface or language to create a recognisable bran identity.
Masthead
Name of newspaper or magazine (at the top of page)
Commodity
Product
