Key Concepts

the definition of the key concepts used in A2

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Mode of Address



Definition: describes the way in which a text 'speaks' to its audience.

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Definition:the sense we have of ourselves, which we then ‘represent’ ‘elsewhere’: a person’s social meaning.

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Definition:  the way in which a text reveals information to the audience in order to create a ‘story’.

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Definition: a system of representation based on the reality of communication in specific contexts (practice rather than theory).

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Definition:  control and influence over other people and their actions.

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Definition: a system of representation which reveals (and conceals) social values and the values of those who have most influence in society.

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Definition: all of the things we are surrounded by daily. 'technological determination' means the developments are a primary cause of social change and cultural perception.

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Definition: the situation within which communication takes place.

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Definition:  a process through which meanings are exchanged.

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Definition: a particular way of life which expresses certain meanings and values.

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Definition: any sign/symbol that is used to communicate.

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Definition: refers to the construction in any medium (especially the mass media) of aspects of ‘reality’ such as people, places, objects, events, cultural identities and other abstract concepts.

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Definition: the worth, importance, or usefulness of something to somebody.

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