Media language Terminology

Question 1

AUDIENCE CATEGORISATION

Answer 1

How media producers group audiences (e.g. by age, gender ethnicity) to target their products.

Question 2

BINARY OPPOSITES

Answer 2

Where texts incorporate examples of opposite values; for example, good versus evil, villain versus hero. These can be apparent in the characters, narrative or themes.

Question 3

CROSS-PLATFORM MARKETING

Answer 3

In media terms, a text that is distributed and exhibited across a range of media formats or platforms.

Question 4

DENOTATION

Answer 4

The literal meaning of a sign, e.g. the car in the advert is red.

Question 5

DIEGETIC SOUND

Answer 5

Sound that comes from the fictional world, for example the sound of a gun firing, the cereal being poured into the bowl in an advert, etc.

Question 6

DISTRIBUTION

Answer 6

The methods by which media products are delivered to audiences, including the marketing campaign. These methods will depend upon the product (for example, distribution companies in the film industry organise the release of the films, as well as their promotion).

Question 7

ENCODING AND DECODING

Answer 7

Media producers encode messages and meanings in products that are decoded, or interpreted, by audiences

Question 8

ENIGMA CODE

Answer 8

A narrative device, increases tension and audience interest by only releasing bits of information

example teasers in a film trailer or narrative strands that are set up at the beginning of a drama/film that make the audience ask questions; part of a restricted narrative

Question 9

EQUILIBRIUM

Answer 9

In relation to narrative, a state of balance or stability (in Todorov’s theory the equilibrium is disrupted and ultimately restored).

Question 10

HORIZONTAL INTEGRATION

Answer 10

Where a media conglomerate is made up of different companies that produce and sell similar products, often as a result of mergers. For example a company with interests in film, TV, magazines newspaper.

Question 11

HYBRID GENRE

Answer 11

Media texts that incorporate elements of more than one genre and are therefore more difficult to classify are genre hybrids. Dr Who, for example, is a science fiction/fantasy television drama.

Question 12

INDEPENDENT FILM

Answer 12

A film made outside of the financial and artistic control of a large mainstream film company. A truly independent film will be privately conceived and funded. However, few films made are really ‘independent’. This more commonly refers to a film that is made by a smaller film company on a low budget.

Question 13

INTERACTIVE AUDIENCE

Answer 13

The ways in which audiences can become actively involved with a product, for example by posting a response to a blog or live tweeting during a television programme.

Question 14

NICHE AUDIENCE

Answer 14

A relatively small audience with specialised interests, tastes, and backgrounds.

Question 15

NON-DIEGETIC SOUND

Answer 15

Sound that comes from outside the fictional world, for example a voiceover, romantic mood music etc.

Question 16

PATRIARCHAL CULTURE

Answer 16

A society or culture that is male dominated.

Question 17

REPRESENTATION

Answer 17

The way in which key groups or aspects of society are presented by the media, e.g. gender, race, age, the family, etc. Literally, a re-representation or constructed version of that which is shown.

Question 18

SYNERGY

Answer 18

The combination of elements to maximise profits within a media organisation or product. For example, where a film soundtrack sells the film and the film sells the soundtrack.

Question 19

VERTICAL INTEGRATION

Answer 19

Vertically integrated companies own all or most of the chain of production and distribution for the product. For example, a film company that also owns a chain of multiplex cinemas to exhibit the film and merchandise outlets.

Question 20

Dominant ideology

Answer 20

The set of ideas or culture that is most common in society. For example, football is the UK’s most popular sport, and the back page of most newspapers is totally devoted to it

Question 21

Hegemony

Answer 21

The influence of power over one group over another

Question 22

Ideology

Answer 22

A system of beliefs and values. Every media product has an ideology, even if it’s very simple!

Question 23

Long shot

Answer 23

A shot where the camera is positioned a long way from the subject. Often used to connote isolation

Question 24

Montage

Answer 24

Where a series of shots are edited in such a way as to create meaning

Question 25

Objectification

Answer 25

Where a person is represented as an object, with no thoughts, feelings or power

Question 26

Stereotype

Answer 26

A commonly held belief about a certain group of people.

Question 27

eye-level shot

Answer 27

A shot taken from a neutral angle. This is the most commonly used angle in film. It allows the audience to feel comfortable with the characters.

Question 28

low angle

Answer 28

The audience looks up at the character. This is used to make a character look powerful and to make an audience feel small and vulnerable.

Question 29

bird’s eye angle

Answer 29

An angle that looks directly down upon a scene. This angle is often used as an establishing angle, along with an extreme long shot, to establish setting.

Question 30

extreme close up (ECU)

Answer 30

A shot that contains one part of a character’s face or another object. This technique is quite common in horror films. This type of shot creates an intense mood and provides interaction between the audience and the viewer.

Question 31

high angle

Answer 31

A camera angle that looks down upon a subject. A character shot this way will look vulnerable or small. These angles are often used to demonstrate to the audience a perspective of a particular character.

Question 32

establishing shot

Answer 32

Also known as an extreme long shot or ELS. This is often used to set a scene or establish a setting. It is good for framing and showing large groups of characters in a situation.

Question 33

medium shot

Answer 33

Characters are seen from the waist up. This is good for showing people interacting and conversing. The audience is more emotionally involved. Because this frequently involves two characters talking, this is often called a “Two Shot”

Question 34

extreme close up (ECU)

Answer 34

A shot that contains one part of a character’s face or another object. This technique is quite common in horror films. This type of shot creates an intense mood and provides interaction between the audience and the viewer.

Question 35

close up shot

Answer 35

Contains just one character’s face. This enables viewers to understand the actor’s emotions and also allows them to feel empathy for the character. This is also known as a personal shot.

Question 36

Pan shot

Answer 36

One of the simplest and most common movements is to turn the camera horizontally so that it sweeps around the scene.

Question 37

Media Industries

Answer 37

How production distribution and circulation are linked to and affect media forms and platforms

Question 38

Platform

Answer 38

A range of different ways of communicating to an audience, television, social media

Question 39

Mise-en-scene

Answer 39

Everything that appears within the frame

Question 40

Colloquialism

Answer 40

Informal expression, used in casual conversation, used to communicate in a n informal way with the audience

Question 41

Why is colloquial language used in websites and blogs?

Answer 41

aimed at teenagers and creates an informal relationship

Question 42

Cross-platform marketing

Answer 42

When one form is advertised on another media platform

Question 43

Guerrilla marketing

Answer 43

Advertisement strategy, designed for businesses to promote products/ services, with little budget to spend

• grasps attention of public in more personal and memorable way

Question 44

what are the advantages go guerrilla marketing

Answer 44

engage audience, low cost, profit and power theory

Question 45

what movie uses guerrilla marketing

Answer 45

I, Daniel Blake