Mode of Address
Definition: describes the way in which a text 'speaks' to its audience.
Definition:the sense we have of ourselves, which we then ‘represent’ ‘elsewhere’: a person’s social meaning.
Definition: the way in which a text reveals information to the audience in order to create a ‘story’.
Definition: a system of representation based on the reality of communication in specific contexts (practice rather than theory).
Definition: control and influence over other people and their actions.
Definition: a system of representation which reveals (and conceals) social values and the values of those who have most influence in society.
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.
Definition: the situation within which communication takes place.
Definition: a process through which meanings are exchanged.
Definition: a particular way of life which expresses certain meanings and values.
Definition: any sign/symbol that is used to communicate.
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.
Definition: the worth, importance, or usefulness of something to somebody.