Something that happens in the narrative that tells the audience that some action will follow, for example in a scene from a soap opera, a couple are intimate in a bedroom and the camera shows the audience the husband's car pulling up at the front of
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ACTIVE AUDIENCE
Audiences actively engage in selecting media products to consume and interpreting their meanings.
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ANCHORAGE
The words that accompany an image (still or moving) contribute to the meaning associated with that image. If the caption or voice-over is changed then so may the way in which the audience interprets the image. An image with an anchor is a closed text
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APPEAL
The way in which products attract and interest an audience, e.g. through the use of stars, familiar genre conventions etc.
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ARC OF TRANSFORMATION
The emotional changes a character goes through in the process of the narrative. The events in the story mean that they will 'transform' by the end of the story.
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ASPIRATIONAL
In terms of a media text, one that encourages the audience to want more money, up-market consumer items and a higher social position.
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ATTRACT
How media producers create appeal to audiences to encourage them to consume the product.
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AUDIENCE CATEGORISATION
How media producers group audiences (e.g. by age, gender ethnicity) to target their products.
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AUDIENCE CONSUMPTION
The way in which audiences engage with media products (e.g. viewing a TV programme, playing a video game, reading a blog or magazine). Methods of consumption have changed significantly due to the development of digital technologies
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AUDIENCE INTERPRETATION
The way in which audiences 'read' the meanings in, and make sense of, media products.
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AUDIENCE POSITIONING
The way in which media products place audiences (literally or metaphorically) in relation to a particular point of view. For example, audiences may be positioned with a particular character or positioned to adopt a specific ideological perspective.
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AUDIENCE RESPONSE
How audiences react to media products e.g. by accepting the intended meanings (preferred reading).
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AUDIENCE SEGMENTATION
Where a target audience is divided up due to the diversity and range of programmes and channels. This makes it difficult for one programme to attract a large target audience.
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AUDIO
How sound is used to communicate meaning - voice-over, dialogue, music, SFX, etc.
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AVATAR
A player's representation of themselves within a game.
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BACK STORY
Part of a narrative which may be the experiences of a character or the circumstances of an event that occur before the action or narrative of a media text. It is a device that gives the audience more information and makes the main story more credible
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BINARY OPPOSITES
Where texts incorporate examples of opposite values; for example, good versus evil, villain versus hero. These can be apparent in the characters, narrative or themes.
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BRAND IDENTITY
The association the audience make with the brand, for example Chanel or Nike, built up over time and reinforced by the advertising campaigns and their placement.
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BROADSHEET
A larger newspaper that publishes more serious news, for example The Daily Telegraph has maintained its broadsheet format.
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CAMERA ANGLES
The angle of the camera in relation to the subject. For example, a high angle shot (shot of a character from above) may make them appear more vulnerable.
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Other cards in this set
Card 2
Front
Audiences actively engage in selecting media products to consume and interpreting their meanings.
Back
ACTIVE AUDIENCE
Card 3
Front
The words that accompany an image (still or moving) contribute to the meaning associated with that image. If the caption or voice-over is changed then so may the way in which the audience interprets the image. An image with an anchor is a closed text
Back
Card 4
Front
The way in which products attract and interest an audience, e.g. through the use of stars, familiar genre conventions etc.
Back
Card 5
Front
The emotional changes a character goes through in the process of the narrative. The events in the story mean that they will 'transform' by the end of the story.
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