Terminology Flashcards
CULTURAL CAPITAL
The media tastes and preferences of an audience, traditionally linked to social class/ background.
DIVERSIFICATION
Where media organisations who have specialised in producing media products in one form move into producing content across a range of forms.
HORIZONTAL INTEGRATION
Where a media conglomerate is made up of different companies that produce and sell similar products, often as a result of mergers.
STEREOTYPE
An exaggerated representation of someone or something. It is also where a certain group are associated with a certain set of characteristics.
VIRAL MARKETING
Where the awareness of the product or the advertising campaign is spread through less conventional ways including social networks and the Internet.
TARGET AUDIENCE
The people at whom the media text is aimed.
IDEOLOGY
A set of messages, values and belief s that may be encoded into media products.
HEGEMONY
Hegemony is the dominance of one group over another, often supported by legitimating norms and ideas.
INTERTEXTUALITY
Where one media product intertextually references another.
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 .
