Media Studies Terminology Flashcards

Question

In Media Language, what is meant by 'Codes'?

Answer 1

These are signs contained within a media product that gives clues to the product's meaning.

Answer 2

This is a video that features two or more content creators working together in collaboration. It is a common trope of platforms like Youtube or Twitch.

Answer 3

This is an informal expression that is often used in casual conversation rather than in writing. However, it is used in some media products (such as The Mirror, Have You Heard George's Podcast? etc.) to establish an informal communication with the audience.

Answer 4

To give a programme the go-ahead for production- to 'greenlight' it. AT the BBC, for example, there are Directors of Programming for different genres. Producers pitch their ideas to the relevant controller who then decides whether or not to commission the programme.

Answer 5

This refers to the meanings we associate with the sign, for example the raised fist of Daniel Blake in the poster for I,Daniel Blake may connote activism or 'power to the people'!

Answer 6

These are the products that we use regularly and that need to be replaced. Some audiences are loyal to a particular brand, whereas others may be persuaded to change as a result of successful marketing devices. (NB: Media/Cultural products are not consumable, because they don't need to be replaced!)

Answer 7

This is another way of saying how an audience uses a media product. We consume media products for different reasons Stretch: How are audiences categorised?

Answer 8

A research method that provides quantitative data. It generally involves counting the number of times a particular feature appears in a given context – counting the number of women who have speaking roles in prime-time television programmes, for example.

Answer 9

Those who are involved in creating and sharing content online – bloggers and YouTubers for example. Think about KSI as a content creator across multiple platforms! Stretch: Apply Clay Shirky’s End of Audience theory to this.

Answer 10

The aspects of the environment that surround a product at the time of its creation, distribution, circulation or reception and that may affect its meaning. Contects that we study can include historical, social/cultural, economic, political or industry-based

Answer 11

When one frame of your storyboard/visual media links to the next in a sequence, in order to effectively convey the narrative.

Answer 12

To combine a series of shots into a sequence to create a clear and continuous narrative that can be understood by the audience.

Answer 13

Sound that does not match what is happening on screen. For example, the introduction of ominous music in a seemingly peaceful scene. What contrapuntal music can be found in the Super.Human advert? Stretch: Is this an example of Diegetic or Non Diegetic audio?

Answer 14

The process through which different media industries and forms merge with one another or move closer together. This process is often facilitated by digital technologies. For example, smartphones bring together many different functions in a single device – as well as making phone calls, users can browse the internet, play games, watch video content and listen to music. What media industries have been most affected by digital convergence?

Answer 15

This is the writing on the media product. Which of our media set texts uses a lot of copy? Why?

Answer 16

The written text that features on the cover of the magazine/website providing a preview of the content that features inside. How do Cover Lines help to promote the ideology or the discourse of the product?

Answer 17

When one form is advertised on another media platform. For example, BBC One will broadcast promotional advertisements for its radio stations; these will also be on the BBC website.

Answer 18

RPG stands for Role-Playing Game. What features within the Assassin's Creed games come from this genre? Why would Ubisoft be interested in adopting RPG elements into it's games?

Answer 19

Within a media context, this concept suggests that the cultural competence of an audience is the shared knowledge, related to their cultural understanding, of that audience, which means that they will take a particular pleasure from a media product. For example, the audience who understand and engage with the rules of Assassin's Creed, and have a certain computer/video game literacy, will enjoy the control aspect of the game and the online sharing of techniques.

Answer 20

This is the process through which an audience interprets a message. What are the key contexts which would cause audiences to decode a message in different ways?

Answer 21

This is a way of categorising audiences by dividing consumers into groups based on age, sex, income, education, occupation, household size, marital status, home ownership or other factors. This information is of use to some media industries, for example it can help advertisers determine their target audience for particular products and develop adverts that focus on a speciﬁc demographic. What is the primary demographic for Tide or Super.Human?

Answer 22

The literal or common-sense meaning of a sign rather than the associated meaning of the sign.

Answer 23

This is a psychological process which suggests that audiences who are exposed regularly to acts of violence through ﬁlms and video games, for example, are increasingly less likely to feel empathy or concern when exposed to violence, bad language or other forms of aggressive behaviour. Which theorist is most likely to be associated to this argument?

Answer 24

This is sound that is part of the mise-en-scène and can be heard by characters in the scene. For example, a gunshot as we see it being ﬁred in a crime drama. Why is diegetic sound important in an advert like Super.Human?

Answer 25

The world in which the story takes place. For example, when we talk about diegetic sound we are talking about sound that appears to come from within the scene itself. Why is diegetic sound important for a film like I ,Daniel Blake?

Answer 26

Someone with a signiﬁcant online following who has the ability to shape and inﬂuence the opinions or behaviour of their followers. Also known as an online inﬂuencer. In what ways is KSI a digital influencer?

Answer 27

The topics and language used by a media text and the way they are used. There are certain topics that would never appear in the discourse of a magazine such as Vogue or Men's Health. The discourse for this magazine tends to centre on image and how to look good. What discourses are apparent in a product like Tide?

Answer 28

The money left when bills, etc. have been paid that can be spent on items such as luxury goods and non-essentials. The people with high disposable incomes can be targeted by advertisers.

Answer 29

The link between the producer and the audience; refers to all the strategies used in the release, marketing and promotion of the product. How has the distribution process changed due to digital technology?

Answer 30

This involves expanding a company’s operations into new or different areas of business. In what ways has Ubisoft or The Mirror/The Times diversified into other areas of business?

Answer 31

The private space of the home, as opposed to the public world of work, for example. How does the Tide advert attempt to empower women who reside in the domestic sphere?

Answer 32

The position that the media encoder encourages the decoder to adopt when interpreting a text. If they adopt the dominant-hegemonic position they read or interpret the message in the way that the encoder intended, making a preferred reading. What audience profile is most likely to adopt this reading for the Tide advert?

Answer 33

A set of values and beliefs that have broader social or cultural currency. This may be implicit or explicit as is evident in texts such as tabloid newspapers. What is the dominant ideology on The Mirror front page set text?

Answer 34

Media products that generate revenue from two different sources (from readers and advertisers, for example) are said to have dual revenue streams. How do video games like Assassin's Creed have dual revenue streams?

Answer 35

It means they are constantly changing, evolving and progressing. What Component 1 set text demonstrates this at its fullest?

Answer 36

A world or society that is as bad or dysfunctional as can be imagined – a world full of crime, violence or oppression, for example

Answer 37

The way in which the shots are put together to create a particular effect. Editing can be described in terms of pace and the transitions that are employed What style of editing is used in Beyonce's Formation Music Video?

Answer 38

The part of the newspaper written, supposedly, by the editor who comments on the day’s stories. It offers an opportunity for the paper to express its views and to demonstrate its values, attitudes and beliefs. Find an editorial in a national newspaper ( e.g.like the Mirror, Sun, Guardian, The Times). What does the editorial tell us about the values, attitudes and beliefs of the paper?

Answer 39

This refers to a magazine’s underlying values, attitudes and beliefs, and the particular viewpoint that it adopts. The editorial philosophy helps to determine the style and content of the magazine. It inﬂuences decisions regarding what should and what should not be included in the magazine, and shapes and informs the magazine’s mode of address and the way in which the content is presented to the reader. Have a look at the style and content of a magazine in the library or in one of the Media classrooms. What does it tell us about the magazine's values, attitudes and beliefs?

Answer 40

This refers to the impact a code (like a technical, visual or audio code) may have upon an audience.

Answer 41

This is where sentences are incomplete and instead are ﬁnished with a set of three dots; the words need to be ﬁlled in by the reader. Within Semiotics, what type of code is this?

Answer 42

This refers to communication through digital technology and new platforms with interactive elements, for example podcasts, social media, etc.

Answer 43

This is where media producers communicate their ideas and messages through a system of signs and codes. Why is the Encoding process important?

Answer 44

Enigma codes are the questions or mysteries that a narrative sets up in order to make the audience continue watching. Roland Barthes refers to this as the hermeneutic code. Identify an enigma code that is found in the Tide advert. What is the purpose of the Enigma Code, and how is it encoded?

Answer 45

This is a state of balance, stability or order. In Todorov’s narrative theory, it refers to the status quo – a normal state of affairs. For example, the initial state of equilibrium in a television programme might involve people going about their normal, day-to-day business. What state of equilibrium do we find Daniel Blake in at the beginning of I, Daniel Blake?

Answer 46

This is a process that involves ascribing certain traits or characteristics to someone by nature. As those traits are seen to be a part of that person’s nature or essence, this means that they are ﬁxed and cannot be changed. How does this relate to the concept of Stereotyping?

Answer 47

Many people confuse ethnicity and race. Your ethnicity is deﬁned by your cultural identity, which may demonstrate itself through customs, dress or food, for example. Ethnicity suggests an identity that is based on a sense of place, ideology or religion. You can be British but of Jewish ethnicity, for instance. What Ethnicities are being represented in the Formation music video?

Answer 48

Roger Brown deﬁnes ethnocentrism as ‘the application of the norms of one’s own culture to that of others’ (Social Psychology, 1965, page 183). Stuart Hall refers to this deﬁnition in his theory of representation as he suggests that ethnocentrism is an example of the way in which stereotypes reinforce the power of certain groups over others. Ethnocentrism is the belief that your own cultural or ethnic group is superior to other cultural or ethnic groups. How does a text like Formation address aspects of Ethnocentrism?

Answer 49

Describes programmes such as, for example, the ﬁnal of The Great British Bake Off, that attract a large, live audience and as such become an ‘event’. Within Video Games, what recent releases or marketing would be considered 'events' or 'Event Gaming'?

Answer 50

This relates to all the opportunities available to an audience to view a ﬁlm, including at multiplex and independent art house cinemas, at ﬁlm festivals and online via Streaming Platforms. How do I, Daniel Blake and Black Panther differ in the way that they were exhibited?

Answer 51

A programme that has particular importance for a channel or broadcaster – one that attracts particularly high ratings, for example, or one that is strongly identiﬁed with the channel How is the Super.Human (Tokyo 2020) advert evident that Channel 4 see the Paralympics as a flagship event? Think about production value and celebrity endorsement!

Answer 52

This is a narrative structure that combines aspects of the series and the serial. For example, while each episode may feature a self-contained narrative, character relationships may develop over the course of several episodes forming a broader story arc

Answer 53

This is a form of documentary ﬁlmmaking in which the camera is an invisible presence, positioning the viewer voyeuristically as an unseen observer – hence the term ‘ﬂy-on-the-wall. Which of the set texts have we studied could be said to be using 'fly-on-the-wall' filmmaking in order to construct authenticity?

Answer 54

This is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes about a product. The aim is to help the producers of the product to ascertain the needs of their target audience. What media industries are most likely to use focus groups, and why?

Answer 55

This is where the text has a clear structure that is recognisable and rarely changes. For example, the front cover of a lifestyle magazine has key conventions and the audience has expectations of what will appear throughout the publication. Which of our Component 1 set texts could be argued follows a formulaic structure?

Answer 56

This is a series of related media products, for example ﬁlms, that are recognisable by their common elements, such as the same ﬁctional universe or characters. Franchises are lucrative for ﬁlm producers as audiences know what to expect and may be fans of the previous ﬁlms in the franchise. Which of our industry theorists discusses the importance of franchises?

Answer 57

A person or organisation that is involved in ﬁltering content in some way. For example, in the newspaper industry, editors generally perform this gatekeeping function as they determine which stories make it into the paper (through the gate) and which do not. In what ways is gatekeeping evident in the front cover for The Mirror and the Times?

Answer 58

Gender Norms are cultural expectations regarding how men and women should act or behave – the patterns of behaviour that a particular society considers to be ‘normal’ for men or women In what ways do representations of gender in Formation and Seventeen Going Under conform to or challenge gender norms?

Answer 59

This is ‘in your face’ advertising. These adverts are usually short, loud and employ a direct mode of address. They give clear information about the product, for example the price and where you can get it.

Answer 60

The dominance of one group over another. For example, a patriarchal society could be described as an example of male hegemony while a predominantly white institution could be described as hegemonically white.

Answer 61

The process through which different companies that produce or distribute similar products join together through a merger or acquisition. This reduces competition and enables companies to increase their market share. What media products have we studied so far are part of a horizontally integrated organisation? What benefits do media brands have when part of a horizontally integrated conglomerate?

Answer 62

These are media texts that incorporate features of more than one genre. Strictly Come Dancing includes features of reality television, game shows and entertainment programmes, for example! What genres are hybridised in products such as Assassin's Creed or the Formation music video?

Answer 63

Exaggerated language used to create a dramatic effect. What examples of hyperbole can you find in the Tide advert?

Answer 64

Where stereotypically masculine traits such as power, toughness or physical strength are presented in exaggerated form. In many cases this is conveyed symbolically through particular aspects of the iconography or mise-en-scène – cars and guns often function as symbols of masculine power, for example. How do music videos like Seventeen Going Under and A Little Bit of Love challenge aspects of hypermasculinity?

Answer 65

Guerilla Marketing is about creating unconventional methods of marketing to boost sales and attract interest in a brand or media product. What Guerilla marketing strategies were used by eOne for I, Daniel Blake?

Answer 66

Vertical Integration= when a company owns all the means by which to produce, distribute and circulate their own media products. Horizontal= when a media company buys up other competition that produce same/similar products.

Answer 67

Weaker regulation, increase of marketing through social media and better reach for specialised audiences.

Answer 68

A: Preferred - when someone agrees with the message of a media product Negotiated - when someone agrees and disagrees with some Oppositional - when someone disagrees

Answer 69

The visual elements of a media product such as the props, costumes and settings that are used. Stretch: what types of media products do we often use this term for?

Answer 70

A graphic that conveys a sense of a channel’s (TV or Youtube) identity. It plays an important role in the visual branding of the channel. Stretch: What does the idents found on BBC Sounds or KSI's website tell us about their brand identity?

Answer 71

Industry contexts include aspects of production, including the media organisation, production processes, distribution and marketing, and regulatory issues.

Answer 72

When one text is used or referenced within another. For example, the use of memorable scenes from an iconic ﬁlm in an advert. A good example of intertextuality is the use of Yoda from Star Wars in the Vodafone advert. Stretch: Which set texts have direct or indirect intertextual references?

Answer 73

Some television dramas include three or more narratives in their opening sequences and then move the action between these narratives to keep the audience’s attention.

Answer 74

These are used at the end of a cover line. Usually tells the audience which page to turn to in order to read the full story. Stretch: what types of magazines often have jumplines on their front covers?

Answer 75

A Juxtaposition involves placing two or more items next to one another to meaningful effect. Stretch: what type of editing often involves using juxtapositions to create meaning?

Answer 76

This is a term that refers to people whose views are left of the centre of politics. They believe that existing social inequalities must be addressed and they have more liberal political views. Stretch: how does I, Daniel Blake demonstrate it's left-wing ideology in how it was marketed?

Answer 77

Those that tend to support political parties such as the Labour party and socialist policies that advocate social equality. Stretch: how does the Mirror front page demonstrate it's left-wing viewpoint using media language?

Answer 78

A recording of someone playing a video game, usually accompanied by some form of commentary. Stretch: how is this an example of a Textual Poacher? Stretch: how does this sometimes contribute to the success of a video game?

Answer 79

The speciﬁc type of language or vocabulary that is used. The football magazine Four Four Two uses the lexis of sport, for example, while the women’s lifestyle magazine Glamour uses the lexis of fashion and beauty

Answer 80

An umbrella term for men’s and women’s magazines that are concerned with aspects of modern living such as fashion, beauty, health and ﬁtness, culture, the home, etc. The ideology of these magazines tends to focus on consumerism and aspiration. What brands of magazines do you know focus on 'lifestyle'?

Answer 81

This is a term applied to media producers who create products, for example magazines, that appeal to and are therefore read by a broad number of people. Stretch: name 3 magazine publishers that could be classed as mainstream.

Answer 82

In the case of ﬁlms, usually the ﬁlm logo, the director’s name or references to other successful ﬁlms made by this director. These are included to convince the audience that this new ﬁlm is a quality product. Apply: What marks of quality are evident on the posters for I,Daniel Blake and Black Panther?

Answer 83

The state of ‘being a man’, which can change as society changes. It is essentially what being a man means to a particular generation. This is then reﬂected in media texts. Apply: how does the representation of masculinity reflect Sam Fender's/Tom Grennan's ideology?

Answer 84

The title of the newspaper/magazine presented in the form of a logo. Many magazines use a specially designed typeface for the masthead. This is useful for branding and can also help to distinguish the magazine from its competitors

Answer 85

This is the idea that regular exposure to television or certain media products can lead to a distorted view of the real world. In particular, the disproportionate representation of crime on television is likely to make viewers think that the world is a ‘meaner’ or more dangerous place than it actually is. Which theorist invented this term?

Answer 86

The way in which the meaning of a media product is conveyed to the audience through a range of techniques Apply: What are the 6 key categories of codes we associate with Media Language?

Answer 87

Put together by the owners of products, for example magazines and newspapers, and is intended to give information to advertisers. It informs them about the details of the assumed target audience, including income, marital status and age. It usually gives a pen portrait of the audience. The pack also includes the rates to place an advertisement in the print publication. However, they are also a useful resource for media students and can be downloaded or requested from the magazine. Stretch: why does this apply to Curran and Seaton's ideas regarding Media and Power?

Answer 88

An event at which a celebrity or public ﬁgure meets and interacts with their fans. Apply: how does this help media products attract a specialised audience?

Answer 89

Everything that appears within the frame in, for example, a television programme. This includes characters, iconography and graphics Apply: Take an unseen text (such as a music video, newspaper front page or advert). Then identify the different aspects of the mise-en-scene.

Answer 90

The process through which a product or service – a blog or vlog for example – is converted into a source of commercial revenue. Stretch: how is Assassin's Creed Rebellion an example of media monetisation?

Answer 91

A recurrent thematic element used by an artist and recognised by fans of that artist. It is usually established by the iconography surrounding the artist, including props, costumes and settings. Apply: what motifs can be identified in the Formation music video?

Answer 92

The idea that following the introduction of satellite and cable television in the 1990s and the rise of digital technologies, viewers now have a much wider range of channels to choose from.

Answer 93

This refers to the study of narrative structure and how this communicates meaning through, for example, common conventions and signs. Stretch: what are the key stages of Todorov's narratology?

Answer 94

Unlike broadcasting, which addresses the needs of a mass audience, narrowcasting targets more specialised audiences. Apply: how is Have You Heard George's Podcast a possible example of narrowcasting?

Answer 95

The position an audience takes if they acknowledge the broad legitimacy of the messages a media product contains, but adapt those messages to better reﬂect their own experiences. Apply: how could the Super.Human (Tokyo 2020) advert incite negotiated positions?

Answer 96

A term that was introduced to describe a new era of masculinity. These men rejected sexist attitudes; they were in touch with their feminine side and were therefore not afraid to be sensitive and caring, and could sometimes be seen in a domestic role.

Answer 97

The list of stories that may be in a particular paper. The items on the news agenda will reﬂect the style and ethos of the paper. Apply: how does the news agenda of The Mirror and The Times reflect their ideologies (and their audiences' tastes)?

Answer 98

A relatively small audience with specialised interests, tastes and backgrounds. Apply: what evidence from Have You Heard George's Podcast suggests that it is attempting to target a niche audience?

Answer 99

Essentially, sound the characters within the frame cannot hear. It is sound that may have been added post-production or has been used to suggest mood and atmosphere. Stretch: how does non-diegetic audio help media producers to encode meaning?

Answer 100

When viewers watch programmes at times of their choosing, whether by using video-on-demand services or by streaming, downloading or watching programmes that have been recorded. Linear viewing, on the other hand, is where programmes are viewed at the time of broadcast.

Answer 101

The idea that there is a single deﬁnitive version of events that is not subject to personal interpretation. Theory apply: why would Stuart Hall argue that there is no such thing as 'one true meaning'?

Answer 102

Those in positions of power who aim to persuade an audience of their point of view. Within the media these may be newspaper editors, programme producers or bloggers (online content creators). Apply: in what ways do The Mirror and The Times attempt to position themselves as Opinion Leaders?

Answer 103

The interpretation an audience member makes of a media product if they disagree with the messages or values it conveys. Apply: why would contemporary audiences have an oppositional reading to the way women are represented in the 'Tide' advert?

Answer 104

Roland Barthes draws a distinction between two ‘orders’ or ‘levels’ of signiﬁcation. The ﬁrst order of signiﬁcation involves denotation. The second order of signiﬁcation involves connotation and myth. What is meant by Denotation and Connotation?

Answer 105

A freelance photographer who aggressively pursues celebrities, politicians and royalty to take pictures to sell to magazines and newspapers for the highest price. Apply: what type of newspaper is more likely to use paparazzi photographers?

Answer 106

A set of related signs that the encoder can choose from – the set of colours that a magazine designer might choose from, for instance, or the set of font styles that they might select from. In choosing one sign rather than another, the encoder or media producer makes a paradigmatic choice. Apply: what paradigmatic choices have been made in the Mirror and The Times?

Answer 107

The illusion of face-to-face conversation constructed through techniques such as a direct mode of address. The term was originally coined by Horton and Wohl in their article ‘Mass Communication and Parasocial Interaction: Observations on Intimacy at a Distance’, which was ﬁrst published in Psychiatry, 19, in 1956. While Horton and Wohl’s concept of para-social interaction was initially applied to mass media forms such as television, it has subsequently been applied to online media forms such as blogs and vlogs. Apply: how do media producers like Vogue and KSI utilise para-social interactions?

Answer 108

A culture where individuals are not only the consumers of media products but also contribute to existing products or produce their own. Apply: What are some of the characteristics of a participatory culture in video gaming?

Answer 109

This term explains the way in which audiences today are increasingly seen to play an active role in ﬁnding, reporting, creating and disseminating media content. This has been made easier by the rise of social media and online platforms. Apply: How does this relate to Clay Shirky's End-of-Audience theory?

Answer 110

This describes an audience that does not engage actively with the product. They are more likely to accept the preferred meaning of the text without challenge. This also suggests that passive audiences are more likely to be directly affected by the messages contained within the product. Stretch: how do Henry Jenkins and Clay Shirky prove that audiences are not passive?

Answer 111

The Pan-European Game Information (PEGI) age rating system was established to help European parents make informed decisions on buying computer games. It was launched in spring 2003 and replaced a number of national age rating systems with one single system. Apply: Which UK regulatory body uses the PEGI rating system?

Answer 112

A publication that is issued at regular intervals – weekly, monthly, quarterly, etc. How often are products like Vogue and The Big Issue issued?

Answer 113

The idea that audiences may pay attention to some media messages but disregard others. For example, Gauntlett refers to the ‘pick and mix reader’ who actively chooses which bits of the magazine to take notice of and which to ignore. Apply: how does this relate to representations?

Answer 114

A presentation of ideas for a new media product to a selected audience with the aim of persuading them of the viability of the project. Apply: why is it important to build a 'Pitch' for your Media Production?

Answer 115

A range of different ways of communicating to an audience, for example television, social media, etc. Stretch: link the word 'Platform' to 'Media Diversification'

Answer 116

A character within the text that the audience can identify with or relate to. Apply: what is significant about the different representations in Formation, Seventeen Going Under and Super.Human (Tokyo 2020)?

Answer 117

A shot that is ﬁlmed from the perspective of a particular person or character within the text. Apply: how is this an example of a narrative code?

Answer 118

When a newspaper may show support for a political party through its choice of stories, style of coverage, cartoons, etc. It may be subtle and implicit or explicit as in the case of the tabloids on Election Day. Apply: how do the Mirror and the Times use media language to convey their political bias?

Answer 119

A sign that has more than one meaning. Apply: what types of signs or codes can potentially have more than one meaning?

Answer 120

When audio, visual, technical or narrative codes place the audience in a particular position. This may be emotionally to empathise more clearly with a character, or to have expectations of how the narrative will develop. Apply: how does the construction of representations Super.Human (Tokyo 2020) advert position audiences?

Answer 121

The term for any production work that takes place on moving or still images after the initial ﬁlming or photography shoot has taken place. Apply: what practices are used in a post-production?

Answer 122

When a product has a ready-made audience, thereby minimising ﬁnancial risk. A product may be pre-sold based on the previous success of similar types of product or it may be pre-sold through the inclusion of popular and well-known ﬁgures Apply: what do Ken Loach and Marvel Studios have in common?

Answer 123

Refers to the section of the television programme shown before the opening credits. Its purpose is to hook the audience. Stretch: complete an analysis of a pre-title sequence for a TV programme you enjoy. Why does the programme have a pre-title sequence?

Answer 124

Information you gain ﬁrst-hand from looking at actual examples of existing media products, for example television drama opening sequences. Primary research allows you to formulate your own opinions. Apply: why is primary research important for your Media Production?

Answer 125

The time when most viewers are likely to be watching television. Broadcasters will generally schedule their most popular programmes in prime-time slots. Prime-time is deﬁned by Ofcom as the period between 6pm and 10.30pm. Stretch: how has digital technology impacted the idea of prime-time viewing?

Answer 126

When a company is taken out of public ownership and sold to a private bidder. Stretch: what potential impact occurs when a public media company or product becomes privatised?

Answer 127

The features of a media product that illustrate how much it cost to make. A high-budget ﬁlm is recognisable by its settings, use of stars and more complex editing, for example. The reverse is true of low-budget ﬁlms Apply: name two additional features which demonstrate the difference between high and low production value

Answer 128

What is produced by media organisations, for example ﬁlms, video games, television programmes and music videos. Stretch: why is the word 'product' used when describing a piece of media?

Answer 129

For radio stations this refers to how they are deﬁned to their target audience through their brand identity, which may be deﬁned by, for example, the presenters or programme style. This includes their aims and their ethos. Apply: how does BBC Radio 1's profile differ from BBC Radio 5?

Answer 130

Phrases that tell the audience what they will experience through the ﬁlm, for example fear, laughter. The audience will then have expectations of the ﬁlm. Apply: What types of film marketing products use Promises of Pleasure?

Answer 131

The princess or ‘sought-for person’ is one of the character roles or narrative functions identiﬁed in Vladimir Propp’s narrative theory. The princess is often the object of the hero’s quest. Another term commonly used for this type of role is the damsel in distress. Apply: how does KOTV challenge this traditional idea of the Proppian Princess?

Answer 132

Derives from a marketing term ‘production by consumers’ and is used to describe those individuals who comment on, create and adapt existing content, and then distribute it through the internet and social media. These people can be very valuable to the success of a product. Apply: how does a company like Ubisoft take advantage of Prosumers?

Answer 133

A way of categorising audiences based on personality, values, opinions, attitudes and lifestyles. Stretch: what are the 7 psychographic profiles identified by Young and Rubicam?

Answer 134

A radio or television broadcaster that is seen to offer a public service by catering for a range of tastes and audiences. The main public service broadcasters in the UK are the BBC, Channel 4, and S4C. Stretch: how are many PSBs funded?

Answer 135

A broadcaster that commissions all of its programmes from other production companies as it does not have its own in-house production division. Apply: to what extent is Netflix a publisher-broadcaster?

Answer 136

Your race is deﬁned by the fact that you descend from a common ancestor giving you a particular set of racial characteristics. These may be related to the colour of your skin and facial features, for example. Why is it important to discuss representation of race in certain media texts?

Answer 137

An estimate of how many readers a publication has. As most publications have more than one reader per copy, the readership estimate is very different from the circulation count. These ﬁgures were previously produced by the National Readership Survey (NRS), which operated from 1956 until 2018. They are now provided by the Publishers Audience Measurement Company (PAMCo). Apply: how has digital technology changed notions around readership?

Answer 138

An informal term derived from the word reconnoitre. In a media context this is a preproduction visit to a location to work out its suitability for photographing or ﬁlming. This may take into consideration possible technical issues, for example sound and lighting. Apply: why is it important that you conduct a Recce if you are doing a TV/Music production or a photoshoot for your magazine/Film Marketing campaign?

Answer 139

A remit outlines a broadcaster’s particular areas of responsibility. For example, the BBC’s duty to provide impartial news coverage is speciﬁed in its remit ## Footnote What are the main remits of the BBC? How are these reflected in products like *Have You Heard George's Podcast?*

Answer 140

This refers to key features or conventions that distinguish one genre or sub-genre from another ## Footnote Stretch: consider the repetoire of elements that distinguish a tabloid newspaper to a 'quality' newspaper, or a performance music video to a concept music video!

Answer 141

This refers to the ways in which the media represents the world and aspects of it, for example social groups, issues and events ## Footnote Stretch: what are the five key questions Stuart Hall recommends answering when analysing media representations?

Answer 142

When the audience only sees the narrative from the point of view of one character so only knows as much as they do. ## Footnote Stretch: what Film and TV genres specialise in this form of narrative code?

Answer 143

Those that tend to support political parties such as the Conservative Party and Reform UK; they tend to believe in the free market and oppose socialism ## Footnote Stretch: how do newspapers like The Times, The Daily Mail and The Telegraph convey their right-wing values and beliefs?

Answer 144

Describes companies that are unwilling to take risks and that avoid them wherever possible. This means that they often adhere to an established formula and avoid doing anything different that might have a negative impact on sales ## Footnote Stretch: According to Hesmondhalgh, what are the key ways that media industries minimise risk?

Answer 145

Describes companies that are unwilling to take risks and that avoid them wherever possible. This means that they often adhere to an established formula and avoid doing anything different that might have a negative impact on sales

Answer 146

This refers to making decisions about **when** to broadcast programmes ## Footnote Stretch: how does the non-scheduling nature of podcasting (such as *Have You Heard George's Podcast?*) appeal to specific audiences?

Answer 147

This refers to what is chosen to be included by the creators of the product. This selection may reﬂect the values, attitudes and beliefs of the product, as decisions have been made about what to **include** and what to **leave out** ## Footnote Stretch: how does the selection process reflect the values and attitudes of The Mirror?

Answer 148

When a complete story is told within a single episode. Consumers do not have to have seen or interacted with any previous episodes or products within the franchise in order to follow the story ## Footnote Stretch: to what extent is this true of a franchise like Assassin's Creed? What types of audiences are being attracted by having a partially self-contained narrative?

Answer 149

This refers to how you see yourself and how you may categorise yourself as belonging to a particular group or class, for example a skater, a member of the Green Party, etc. ## Footnote Stretch: what self-identification is occuring in Seventeen Going Under? How are both the artist and the target audience self-identifying?

Answer 150

The language of codes and signs; it deals with the way in which media texts are encoded and the way in which audiences decode them ## Footnote Stretch: what is meant by denotation and connotation?

Answer 151

This refers to the power relations between men and women. ## Footnote Stretch: how do the representations of gender in Tide and KOTV reflect sexual politics at the time they were produced?

Answer 152

A sign is something that stands in for or **represents** something else. A photograph or a drawing of a car, for example, is not the same as the thing itself (we cannot climb in and drive it); it is a sign that stands for the actual object ## Footnote Stretch: what signs can you identify in the Formation music video? What do these signs stand in for or represent?

Answer 153

An older person who is computer literate and uses the net to purchase goods and ﬁnd out information ## Footnote Stretch: how do the The Times attempt to appeal to this psychographic?

Answer 154

The process through which we learn the norms and values of our culture. Gender socialisation, for example, refers to the way in which we **learn what is expected of us as men and women**. The media are often said to play an important role in this regard, functioning as **agents of socialisation** ## Footnote Stretch: what would Gauntlett argue about this idea? Are audiences as passive as this?

Answer 155

The sentence after a headline and before an article begins that ‘sells’ a feature to a reader. ## Footnote Stretch: Why is this more likely to appear in a magazine than a newspaper?

Answer 156

The positioning of the names of the stars on the poster; where the names are placed and how large they are suggest the importance of the particular star to the ﬁlm and its marketing ## Footnote Stretch: how does the star billing on the poster of Black Panther reflect social and cultura contexts?

Answer 157

Used to refer to those music stars who have an identity beyond their ability to make music, for example Beyoncé. That persona may be demonstrated through character and personality, and be evident in other media products and platforms, for example magazine interviews and advertising campaigns. Some stars are adept at changing their star persona to keep fans interested; this is true of Taylor Swift and KSI! The producer of the star may be instrumental in creating their persona. ## Footnote Stretch: how do the representations constructed in Formation add to Beyonce's star persona?

Answer 158

**A system of regulation that is implemented by law.** It is often seen to threaten the principles of self-regulation – a system in which media industries assume responsibility for regulating themselves, limiting the need for outside interference. ## Footnote Stretch: What would **Livingstone and Lunt** argue about how digital technology has impacted statutory regulation? Stretch further: To what extent are **IPSO** a statutory regulator?

Answer 159

This is a **construction** whereby characters’ traits are **over-exaggerated** to make them easily recognisable. Stereotypes can be **positive or negative** and are quick ways for the creators of products to **convey messages** to an audience ## Footnote Stretch: Stuart Hall would argue that stereotypes tend to occur when there are...?

Answer 160

This is a technique used in **radio** and television whereby a certain programme is broadcast at the **same time every day**. In radio this attracts an audience who associate a particular programme with their daily routine, for example driving home from work ## Footnote Stretch: how does Have You Heard George's Podcast reflect changes occuring within the radio industry? Stretch further: what impact does a lack of stripping with HYHGP? cause?

Answer 161

A smaller category or subdivision within a larger genre ## Footnote Stretch: what sub-genre conventions are being communicated in Assassin's Creed: Valhalla? Stretch further: why do AAA games attempt to adopt multiple sub-genres within one game?

Answer 162

Media Studies as a subject has a range of speciﬁc terminology that you must be able to use when analysing products. This may be vocabulary speciﬁc to the form or terminology that enhances your analysis, for example the language of semiotics. ## Footnote Stretch: what is the difference between a **Satisfactory** Media student and a **Good/Outstanding** Media student? Stretch further: what types of terminology are **specific** to Media Studies?

Answer 163

This is where the audience are involved in the action and do not question impossible aspects of it; for example the sound of dramatic music in a crime drama confrontation scene.

Answer 164

A sign that suggests another idea beyond the simple denotation, the meaning of which has been culturally agreed. A woman wearing a red dress in a music video may symbolise that she is passionate or dangerous! ## Footnote Stretch: What symoblic codes are being used in **Seventeen Going Under?** Stretch further: how are **symbolic codes** being used in Seventeen Going Under to quickly construct representations?

Answer 165

The idea that the underrepresentation of particular social groups works to maintain social inequalities by denying those groups any meaningful presence, thereby rendering them silent or invisible. As Gerbner and Gross put it:** ‘representation [...] signiﬁes social existence; absence means symbolic annihilation’** (1976, ‘Living with Television: The Violence Proﬁle’, Journal of Communication, 1976, 26(2)) ## Footnote Stretch: what aspects of previous symbolic annihilation is being addressed in a product **Have You Heard George's Podcast?**

Answer 166

A term used to describe the cross-promotion of products – the theme song for a Bond movie such as Spectre will help to promote the ﬁlm, for instance, while the ﬁlm will also help to promote the theme song. Synergy is therefore about different products and processes working together ## Footnote Apply to set texts: what examples of synergies occured during Black Panther's marketing campaign? Apply to set texts II: what makes synergy conventional of mainstream film products?

Answer 167

A combination of signs that are linked together in particular ways. A sentence, for example, is a syntagm that is **comprised of words placed in a particular sequence in order to convey meaning.** Syntagmatic relations are the relations between different signs ## Footnote Apply to set texts: How does the headline in our set text of The Times convey meaning through its sequence and ordering?

Answer 168

This refers to the dimensions of the newspaper: a tabloid is smaller and more compact in size than a broadsheet. Also refers to a newspaper the content of which focuses on lighter news, for example celebrity gossip, sport and television. ## Footnote Apply to set texts: Why would Curran and Seaton find tabloid papers problematic? To what extent is 'infotainment' within newspapers like The Mirror problematic for the way certain issues and events are represented?

Answer 169

These are the **short slogan-like phrases** that sum up a ﬁlm. They are usually found on ﬁlm posters and other print promotional material. ## Footnote Stretch: why do film posters use taglines? Consider **'Media saturation'**!

Answer 170

The speciﬁc group at whom the product is aimed. ## Footnote Apply to set text: How do radio producers target specific audiences? Consider star appeal, use of media language, the way issues and events are represented.

Answer 171

When a ﬁlm poster appears before the release of the main marketing campaign. The aim is to use enigmas, for example a tagline or a single image, to catch the interest of the audience. ## Footnote Stretch: what types of film marketing codes and conventions would you **not** expect to see on a teaser poster?

Answer 172

In advertising this describes what has been done to the advert to create an effect. For example, using soft focus in a fragrance advert or enlarging nails to promote nail varnish ## Footnote Apply to set texts: what techniques are being utilised in this screen shot from Super.Human to create an effect?

Answer 173

A theoretical framework provides you with the tools to develop a **critical understanding** of the media and consists of the following inter-related areas: media language, representation, media industries and audiences ## Footnote Stretch: why is it called a 'framework'?

Answer 174

On DVD covers and on Youtube galleries these are small images used to convey aspects of the ﬁlm’s or vlog's narrative ## Footnote Stretch: why are thumbnails important to attracting audiences?

Answer 175

Providing a cursory or **superﬁcial** representation of those groups in society who are often under-represented in order to convey **an impression** of equality and inclusivity. ## Footnote Apply to set texts: To what extent does the Super.Human advert **steer away** from Tokenism?

Answer 176

Behaviour that goes beyond the norms of social acceptability ## Footnote Apply to set texts: why was Albert Bandura concerned about violence within TV and video games?

Answer 177

The way in which the shots **move from one into the other**, producing a particular effect. Different transitions include **cuts** that produce a **faster-paced sequence**. Fades and wipes suggest a more controlled and slower section ## Footnote Apply to set texts: Why do media products like Formation and Seventeen Going Under use fast-paced transitioning between shots/scenes?

Answer 178

Deﬁned by Henry Jenkins as ’**a process where integral elements of a ﬁction get dispersed systematically across multiple delivery channels for the purpose of creating a uniﬁed and coordinated entertainment experience**’ (‘Transmedia Storytelling 101’, 2007). ## Footnote Apply to set texts: What media products have we studied that have used transmedia storytelling?

Answer 179

A brief synopsis of **ideas for a media project**. It serves two purposes: to **summarise elements** of the idea, for example the plot and main characters, as well as to **sell your idea to a producer**. A treatment should communicate your idea in a **concise but compelling manner**, similar to a marketing pitch ## Footnote Apply to Comp 3: Why is building a treatment (or Statement of Aims) important before beginning your cross-media production?

Answer 180

The font styles that are used. Serif fonts such as Times New Roman have short decorative lines, called serifs, added to the letters. They often look more traditional. In contrast, sans serif fonts, which lack these ornamental ﬂourishes, often look more modern or contemporary. ## Footnote Apply to set texts: What does the use of typography in The Mirror and The TImes connote about the brand identity of both papers?

Answer 181

When the audience knows more than the characters within the world of the text, assuming a **privileged spectator position.** ## Footnote Apply to set texts: What sequences within Super.Human adopt a privileged spectator position? Stretch: How does this narrative code help to appeal to audiences?

Answer 182

Material created by everyday users of media platforms rather than by professionals working for media organisations. ## Footnote Apply to set texts: Explain how user-generated content contributes to a video games' success! Theory Stretch: How does User-Generated Content contribute to a Participatory Culture?

Answer 183

A process through which a company develops control over different levels of the production, distribution and circulation of a product. An example of a vertically integrated business would be a production company that is also able to distribute its products or a magazine publisher that owns a printing company. ## Footnote Apply to set texts: Which of our Media Industry case studies demonstrate Veritical Integration?

Answer 184

A blog in video form. Short for video blog. ## Footnote Apply to set texts: How have vlogs contributed to the success of video games?

Answer 185

A **demonstration** of how to play a video game in which the vlogger ‘**walks**’ the viewer through the necessary stages or levels ## Footnote Theory Stretch: Why would Henry Jenkins describe this as a form of 'Informal Mentorship'? Theory Stretch Further: How does 'Informal Mentorship' contribute to the success of a video game?

Answer 186

The watershed is the **time** when it becomes **permissible** to show programmes that are **unsuitable for younger audiences**. In the UK, the watershed is at 9pm. ## Footnote Theory application: how has digital technology, according to Livingstone and Lunt, complicated watershed regulation?

Answer 187

A new phase in the internet’s development, characterised by interactivity, user participation, connection and collaboration ## Footnote Theory application: why does Shirky believe that Web 2.0 brought about the end of traditional ideas around 'Audience'?

Answer 188

The number of people who visit a particular page or website. ## Footnote Apply to set texts: Why is this a more applicable way of measuring the success of a news brand than sales of physical sales of newspapers?

Answer 189

This refers to a type of narrative in which a white character is seen to save, help, liberate or rescue a non-white character or a group of non-white characters. The white saviour is typically represented as a leader or a Messiah-like ﬁgure. This is often problematic as it can be seen to reinforce racial hierarchies and stereotypes through its representation of ethnic minorities as dependent on the aid and assistance of white people ## Footnote Theory Application: Which theorist is the most likely to discuss this type of trope? Apply to

Answer 190

The area on the page that is free of text or images ## Footnote Apply to media products: what function does use of white space have in products like magazines?

Answer 191

This term can refer to the process through which a non-white person is made to appear white. It is also used to describe the way in which non-white people are written out of the media ## Footnote Apply to set text: how does Formation readdress notions of white-washing?

Answer 192

An imagined state or society in which there is great suffering/injustice

Answer 193

Dominant ideology widely accepted by society

Answer 194

When a virtual experience is hyper real and like real life

Answer 195

A concept by Judith Butler that challenges the assumption that being masculine or feminine is biologically given and goes on to say that gender identity roles can be performed through repitition and rituals

Answer 196

The shift from hyper masculinity to a feminine vertical avatar adopting repetitions of female gender roles

Answer 197

Narrative techniques from RESISTS that show codes and conventions of genres

Answer 198

When a media company acquires or merges with other companies at the same stage of production in different markets or sectors (e.g., a company owning multiple different magazine titles, or a film studio also owning a TV production company).

Answer 199

The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects. E.g., a film release being promoted across various media platforms owned by the same conglomerate (soundtrack, merchandise, TV shows).

Answer 200

When the media exaggerates the extent and significance of a perceived social problem, often focusing on a particular group as a threat to societal values, leading to public anxiety and calls for control.

Answer 201

The process through which information is filtered for dissemination, whether for publication, broadcasting, the internet, or some other mode of communication. Media institutions and editors act as gatekeepers, deciding what news is reported and how.

Answer 202

A broadcaster (radio or television) that is expected to offer programmes for the public benefit, rather than purely for commercial profit. Funding models vary (e.g., license fee, government funding, some advertising). Example: BBC in the UK; Channel 4 (though commercially funded, has a PSB remit).

Answer 203

The overall shape and progression of a story, including the exposition, rising action, climax, falling action, and resolution (similar to Todorov's model but can be applied more broadly).

Answer 204

Any form of content, such as images, videos, text, and audio, that has been posted by users on online platforms such as social media and wikis.

Answer 205

A set of beliefs, values, and opinions that shapes the way a person or a group, such as a social class, thinks, acts, and understands the world. Media texts often carry and reproduce dominant ideologies.

Answer 206

A passive audience is assumed to accept media messages at face value and be directly affected by them. An active audience is thought to actively engage with media texts, interpreting them based on their own experiences and beliefs, and using media for their own purposes.

Answer 207

A consumer who also produces media content (e.g., a YouTuber who watches other videos but also creates their own, or audiences who create fan art/fiction).

Answer 208

The way fans appropriate texts and read/reinterpret them in ways not fully authorised by the media producers, often creating new meanings or cultural products from existing ones (e.g., fan fiction, fan videos).

Answer 209

The capacity for a sign (such as a word, phrase, or symbol) or a media text to have multiple meanings.

Answer 210

An audience-centred approach that focuses on what people do with media, suggesting that audiences actively seek out specific media and content to satisfy specific needs or desires (e.g., for information, personal identity, social interaction, or entertainment).

Answer 211

Advertising that uses less conventional methods than mainstream media. For example, The Big Issue relies on street vendors (direct distribution and sales) which is a form of below-the-line promotion, or KSI using viral marketing or social media challenges for Prime Hydration.

Answer 212

Conventional advertising through mainstream media channels like television, radio, print newspapers, and magazines.

Answer 213

A large corporation that is made up of diverse companies operating in various media sectors (e.g., film, television, publishing, internet). Condé Nast (Vogue's publisher) is an example of a media conglomerate.

Answer 214

A cognitive bias where a consumer's positive impression of one aspect of a brand (e.g., a celebrity endorser, one popular product) positively influences their feelings about other aspects of the brand or its other products.

Answer 215

Certain social groups (usually minority groups) may be rarely represented or be completely absent from media products.

Answer 216

When a company owns all or most of the chain of production and distribution for a product. E.g., Netflix producing Black Mirror (production) and distributing it on its own platform (distribution).

Answer 217

The title of a magazine as it appears on the front cover, designed in a specific typographic style to be recognizable.

Answer 218

A short, memorable phrase associated with a media product, often communicating its brand identity or ethos (e.g., The Big Issue's "A hand up not a hand out").

Media Studies Terminology Flashcards

(245 cards)