Media Language Terminology Flashcards
Anchorage
The text that fixes an image and its meaning
Antagonist
The character whose function it is to disrupt the protagonist - usually a villain
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.
Binary opposition
The contrast between two ideas or concepts.
Usually the contrast causes conflict that drives the narrative.
Brand
A type of product that is manufactured and marketed under a particular name, logo and design.
By-line
The printed line of text in a newspaper/magazine that names the writer of an article.
Code
A communication system which includes signs, rules and shared understanding.
Eg: the English language, non-verbal codes, print codes and editing codes.
Colour palette
The suite of colours that are used in the creation of media texts, such as websites and magazines, to reflect a brand and appeal to its audience.
Connotation
The meanings of a sign or media product that are inferred. These are often the deeper or underlying meanings.
Cover Price
The price printed on the cover of a printed media text.
Cross-head
Words used as a title or sub-heading to break up text in a newspaper or magazine.
Cross-cut
An editing technique used to establish that action is occurring at the same time.
Conventions
Established rules or shared understandings used in the creation of media products.
Conventions are likely to be taken for granted as ‘the way we do things’ rather than formally written down
Copy
The written material, as opposed to images, that features in a media text.
Cut
A simple editing technique. One shot ends and another begins, with no transitions or effects added.
Date line
A line that shows the date that a media publication/article was written/first published.
Desktop Publishing
DTP
Desktop Publishing software allows the user to create printed media texts with various page layouts and designs
Digital platform
Digital media is any media that can be created, viewed and distributed digital devices.
Diegetic sound
Actual sound from the world of the film, whether on or off screen. (Has a source on screen)
Non-diegetic sound
Sound that is neither on the screen or features in the ‘world of the film’.
Typically, non-diegetic sound will be sound effects or background music added to create mood and atmosphere.
Editing
A post-production technique – any arranging, revising and preparing of written, audio or video content to get the piece ready for audience consumption.
Editorial
An article in a newspaper or magazine that expresses an opinion on a topical issue.
Enigma
A question, mystery or clue that is not immediately resolved which draws the audience in.
Flashback
A scene in a moving image that is set in an earlier time than the main story.
Font
The style and size of text characters on the printed page or screen.
Genre
A style or category of a media form.
Headline
The text at the top of a page or article in a newspaper or article, indicating what the content is to the reader.
Intertextuality
Often media texts make references to other texts and popular culture to interest and engage the audience.
Logo
The visual image used to identify a product, brand or company.
Masthead
A publication’s name or title in a distinctive form usually placed at the top of the front page or cover page.
Message
The expected reading that the audience takes from a media text.
Mise-en-scene
Literally ‘everything that is in the shot/scene’ in a single frame. This is what helps the audience to gain meaning from a scene.
Narrative
The way in which a story or sequence of events is put together in a media text. All media texts have some sort of narrative running through them.
Semiotics
The use and study of sign, sign systems and their meanings. Also known as semiology
Sign
Anything that expresses meaning is a sign. Examples include written or spoken words, an image, a sound, a gesture or an item of clothing.
Slogan
A catchy, eye-catching and memorable phrase, often used in advertising
Strapline
A cross-column subheading, usually found in newspapers, magazines and websites, that emphasises part of an article or advert.
Storyboard
A visual representation and plan of how a moving image scene will be shot. Typically includes a sketch of each frame, camera movements, edits and timing, etc.
Teaser
A form of trailer that ‘teases’ the audience about a forthcoming film.
