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Media Studies

Keywords
Action Code ­ A sign to the audience that a narrative event will happen.

Anchorage - The text under an image that directs the reader toward the meaning of the text.

Audience response- How the audience responds to a text or consumes it.

Audience Positioning- This is…

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Ideological ­ Opinions, believes and ways of thinking of a person or group.

Mise-en-scene ­ refers to everything we see in the frame.

Narrative- The process by which text is constructed.

Negotiated Reader ­ This is where the audience adjusts their viewpoint in order to get the
most of out…

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Refer to characters as Propp's hero etc. The three main characters are Hero,
Villain and the Heroine. He proposed that stories are character driven and that
the plots develop around the actions of characters. He claimed that it was
possible to group characters and actions in narratives into roles and…

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The Enigma Code- These codes control the amount of information released to
the audience in order to engage and intrigue them ­ make them curious enough
to want to consume more of the text. E.g. a mysterious characters digging in a
hole at night, making the audience want to know…

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Personal Identity ­ Where people look to identify with characters or points
of view that are "like them". This can provide affirmation of their beliefs,
attitude, way of life etc.

Social Interaction- The media can enable social interaction by being used as
a topic of conversation. Or this can be…

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In the Lion King the hyenas spoke in a hip African- American accent, some minority
groups complained that this positioned the audience to see African- American as
threatening and deceitful.



Media texts aimed at young people tend to be relaxed but energetic, slang from
the target audience may be used…

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