Keybwords Flashcards
(58 cards)
What is the Active Audience theory?
The theory that media audiences engage with or interact with media products by contributing, participating or creating their own meanings.
See Reception Theory and Uses and Gratifications.
What is the role of the Advertising Standards Authority (ASA)?
The ASA is a self-regulatory body set up by the advertising industry, covering various forms of advertising including press releases, broadcast, film, internet, posters, and leaflets.
It produces various codes for different media, managed by the Committee for Advertising Practice.
What does Agenda Setting theory suggest?
The theory that the media have a powerful and influential role in telling politicians and the public what they should be thinking about.
Define Ambiguous/Ambiguity in media context.
A sign or a media product with several possible meanings which could be confused.
What is Anchorage in media?
The text (copy) that fixes (anchors) an image and its meaning.
Who is the Antagonist in a plot?
The character whose function is to disrupt the protagonist, often, but not always, a villain.
What is an archetype?
An original on which many copies are based, often related to characters in fictional works.
Examples include the rebel, the mother figure, and the villain.
Who is considered the audience in media?
The people who consume a media product by watching, listening, and reading it.
What is audience positioning?
The technique used to persuade the audience to interpret a media product in a particular way.
Define augmented reality.
Technology combining computer-generated images with the users’ physical environment.
What does austerity refer to in government policies?
Policies that reduce spending on public services to decrease the need for borrowing money.
What is an avatar in digital media?
A picture, icon, or character that represents a digital media user, such as a game-player.
What does BARB stand for?
Broadcasters’ Audience Research Board.
True or False: An archetype is unique and cannot have copies.
False.
Fill in the blank: The technique used to persuade the audience to interpret a media product is called _______.
audience positioning.
List two examples of archetypes.
- The rebel
- The mother figure
What is bias?
A prejudice for or against a particular idea, place, group or individual.
Biased reporting may be demonstrated by tone, style, selection, or omission in media.
What does biased reporting in the media involve?
Demonstrated by tone or style, and also by selection or omission.
A story may be biased not because of what’s included but what’s left out.
What does BBFC stand for?
British Board of Film Classification.
Responsible for age classification and censorship of films and video content in the UK.
What is a big close up in film?
A camera shot which focuses on the face or close detail of the body.
The closest type of shot is an extreme close up (ECU).
Define binary opposition.
The contrast between two ideas or concepts, such as good/evil, male/female.
This contrast usually causes conflict that drives the narrative.
What characterizes a blockbuster film?
Films usually produced by Hollywood studios with very large production budgets.
What is a brand?
An identity imposed on a product or range of products to encourage consumer awareness and loyalty.
Individuals with a high media profile, such as Zoella, may also cultivate their own brand.
What is a by-line?
The printed line of text in a newspaper/magazine that names the writer of an article.
By-lines are important for crediting authorship and providing accountability in journalism.
