Media language Terminology Flashcards
AUDIENCE CATEGORISATION
How media producers group audiences (e.g. by age, gender ethnicity) to target their products.
BINARY OPPOSITES
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.
CROSS-PLATFORM MARKETING
In media terms, a text that is distributed and exhibited across a range of media formats or platforms.
DENOTATION
The literal meaning of a sign, e.g. the car in the advert is red.
DIEGETIC SOUND
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.
DISTRIBUTION
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).
ENCODING AND DECODING
Media producers encode messages and meanings in products that are decoded, or interpreted, by audiences
ENIGMA CODE
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
EQUILIBRIUM
In relation to narrative, a state of balance or stability (in Todorov’s theory the equilibrium is disrupted and ultimately restored).
HORIZONTAL INTEGRATION
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.
HYBRID GENRE
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.
INDEPENDENT FILM
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.
INTERACTIVE AUDIENCE
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.
NICHE AUDIENCE
A relatively small audience with specialised interests, tastes, and backgrounds.
NON-DIEGETIC SOUND
Sound that comes from outside the fictional world, for example a voiceover, romantic mood music etc.
PATRIARCHAL CULTURE
A society or culture that is male dominated.
REPRESENTATION
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.
SYNERGY
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.
VERTICAL INTEGRATION
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.
Dominant ideology
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
Hegemony
The influence of power over one group over another
Ideology
A system of beliefs and values. Every media product has an ideology, even if it’s very simple!
Long shot
A shot where the camera is positioned a long way from the subject. Often used to connote isolation
Montage
Where a series of shots are edited in such a way as to create meaning
Objectification
Where a person is represented as an object, with no thoughts, feelings or power
Stereotype
A commonly held belief about a certain group of people.
eye-level shot
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.
low angle
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.
bird’s eye angle
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.
extreme close up (ECU)
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.
high angle
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.
establishing shot
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.
medium shot
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”
extreme close up (ECU)
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.
close up shot
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.
Pan shot
One of the simplest and most common movements is to turn the camera horizontally so that it sweeps around the scene.
Media Industries
How production distribution and circulation are linked to and affect media forms and platforms
Platform
A range of different ways of communicating to an audience, television, social media
Mise-en-scene
Everything that appears within the frame
Colloquialism
Informal expression, used in casual conversation, used to communicate in a n informal way with the audience
Why is colloquial language used in websites and blogs?
aimed at teenagers and creates an informal relationship
Cross-platform marketing
When one form is advertised on another media platform
Guerrilla marketing
Advertisement strategy, designed for businesses to promote products/ services, with little budget to spend
- grasps attention of public in more personal and memorable way
what are the advantages go guerrilla marketing
engage audience, low cost, profit and power theory
what movie uses guerrilla marketing
I, Daniel Blake
