Keywords Flashcards
Active Audience
The theory that media audiences do not just consume a text passively, they actively engage with it because of personal and social contexts.
Action Codes
The use of actions and events to tell a narrative.
Archetype
An original on which many copies are based. Often used in relation to characters in fictional works. Character archetypes include examples such as the rebel, the mother figure, the villain.
Audience Positioning
The technique used to persuade the audience to interpret a media product in a particular way.
Beliefs
Similar to values. You can use both phrases when writing either together or separate.
Binary Codes
The use of opposites in storytelling and media features.
Brand
A type of product that is manufactured and marketed under a particular name, logo and design.
Character
A made up person or someone portraying an altered version of themselves for an audience. Can be exaggerated, stereotypical, representative in some way.
Connote
The meaning you can find in what you denote.
Codes
The codes are the short cuts media producers use to make meaning. Red used to suggest danger, for example.
Contemporary
Up to date, modern and of the moment.
Convergence
When a media product uses many media platforms, including online/social/participatory to ‘sell’ or ‘promote’ their media product.
Commercial success
How much money and popularity a media product has.
Conventions
These are the expected codes you might see in a particular media product. Young models looking into the camera in perfume adverts, for example.
Conglomerate
A media conglomerate is a large corporation that owns a large number of media companies, such as television, radio, internet, publishing - giving the conglomerate control in the market.
