Media Studies - General Flashcards
Define ‘mediation’.
The process media products go through before they reach an audience.
Define ‘construction’.
Construction is how the elements of a media product are put together.
Define ‘selection’.
Selection is what has been selected to include in a media product.
Define ‘anchorage’.
The text that accompanies an image to give it a directed meaning in a specific context.
Define ‘stereotype’.
The simplified representation of a person or thing, through obvious characteristics - which are often exaggerated.
What are the three ways a media text can be read?
- Preferred / Dominant Reading
- Negotiated Reading
- Oppositional Reading
What is meant by a preferred / dominant reading ? (2)
- This is when the text is read the way the producer intended it to be read.
- The audience agree with the messages and ideology that the producer has placed behind the text.
What is an ‘ideology’?
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What is meant by a ‘negotiated reading’?
A negotiated reading is a compromise between the dominant reading and oppositional reading of the text. The audience recognizes the views of the producer, but also has their own input and understanding of the text.
What is an ‘oppositional reading’?
The audience rejects the producer’s preferred reading and creates their own understanding of the text - usually the opposite of what the producer intended.
