Key Terms for Repersentations and Responses

  • Created by: Hayleigh
  • Created on: 06-12-12 16:25
The way in which the inhabitants of a particular region speak.
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Action Code
Something that happens in the narrative that tells the audeince that some action will follow.
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Active Audience
This describes the type of audience who interprets and responds to the media texts in different ways and who actively engages with what is said.
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Anchorage (Anchor)
The words that accompany an image (still or moving) that give the meaning associated with that image. If the caption or voiceover is changed, then so is the way an audience interprets an image.
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Anchorage (Anchor) 2
An image without an achor is a closed text; the audience is given a preffered reading. An image without an anchor is an open text, as the audience can interpret it the way they want.
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Adverts try to appeal to something inside of us (greed, jealousy or of a sexual nature) so we buy into the product.
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This identifies one companies product to another. A brand can be from a logo or name.
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Brand Identity
The associations the audience make with the brand. This is built up over time.
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Run by an advertising agnecy, this incorporates all the ways in which the product is promoted.
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Canned laughter
Pre-recorded laughter that is added post production. It serves to promt the audience in the funny parts of the film,
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Words that accompany an image that explain its meaning.
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Chiaroscuro Lighting
Low key lighting, to creat areas if light and darkness. Give off the effect of unease and tension.
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Where the narrative is left unsolved, this encourages the audience to watch next time.
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Signs within a media text that gives clues to the texts meanings.
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Cover Lines
These suggest the content to the reader and often contain teasers and rhetorical questions.
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An informal expression that is mainly used in casual convosation rather than formal speach and writing.
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Consumable Products
These are the products we use regulary and that need to be replaced. Some audiences are loyal to a certain brand.
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The meaning attatched to that description.
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How a media text is put together. The way in which it is constructed effects how the audience will react to it.
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Construction (Elements)
The caption, the choice of image and the language used.
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Another way of saying how an audience uses a media text.
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With regard to repersentation, where the repersentation appears.
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Contextual Avertising
A form of targeted advertising.
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What the audience expects to see in a particular media text.
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The writing on the media text.
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Cultural Competence
WIthin a media context, this concept suggests that the cultural competence of an audience is the shared knowledge, later to their cultural understanding of that audience, which means that they will take particular pleasure from a media text.
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The different ways in which the audience interprets the messages contained within a media text.
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Demographic Profiling
Diving consumers into groups based on age, sex, income, education, occupation, household size, marital status, home ownership or other factors. This information can help advertisers determine their target audience for particular products.
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Demonstrative Action
This is when the audience can see the product being used in an advert.
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The description of what you can see/hear in a media text.
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A psychological proces that suggests the audiences are exposed regularly to acts of violence through films and video games therefore making them less violent.
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The particular works that have their origins in a specific region and are used by the inhabitants in that region and may be unknown to others.
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Diagetic Sound
Sound that can be seen.
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The topics and language used by media texts, there are certain topics that would never appear as the discourse of a magazine like Glamour. This discourse tends to centre on body image and how to look good.
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Dominant Ideology
This is the point of view of the creators of the media text.
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Drivetime Programmes
The programmes that are scheduled between 5-7pm are designed for listeners who are driving home.
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The way in which the shots are put together to create a particular effect. Editing can be described in terns of pace and the transitions that are employed.
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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 it's views and to demonstrate it's ideology.
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The effect the technical code will have upon the audience.
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Where sentences are incomplete and finished with a series of dots.
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The ideas and messages that are contained within the media text. These may reflect the ideas of the deducers of the text.
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Enigma Code
A narrative device which increases tension and audience interest by only releasing bits of information.
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If a newspaper is ethnocentric then it tends to be concerned with issues that are close to home and will more directly interest the readers.
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In media terms, an event is something that occurs or is about to occur and is of interest to the audience. Events come in a range of shapes and forms and can be local, national or international.
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Event Television
This term describes programmes like, the final of Strictly Come Dancing that attracts a big audience. It is highly publicised and therefore becomes an event.
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Expert Witnesses
This is where media text like a film poster includes quotes from experts that we trust.
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Femme Fatale
This was the female character in a film Noir. Her maion characteristics was that she was beautiful, seductive, amoral and able to manipulate the male protagonist to do her will. She was usually destroyed at the end of the film.
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Film Noir
This was a style rather than genre of films from the 1940's and 50's that had common cinematic features including low-key lighting.
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Fly On The Wall Documentary
A documentary programme filme using hidden cameras. The achieved effect is seeing action take place naturally.
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Formulaic Structure
This is where the text has a clear structure that is recognisable and rarely changes.
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The people who are responsible for selecting which stories will appear inside the newspaper. This is usually the Editor or the Senior Journalists.
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Media texts can be grouped into genres that all share similar conventions.
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Precise type of design and in media terms means the titles and credits in a film or on television. These are usually computer generated illustrations.
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Hand-Held Camera
Allows the camera to move freely when filming. Gives the effect of suggesting realism and allows the audience to feel apart of the action.
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Hard Sell Advertising
"In your face" advertising. These adverts are usually short, loud and clearly tell you the price of a product, what it does or where you can get it. The mode of address is direct.
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Media text that catches the eye of the audience and draws them in.
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House Style
What makes the magazine recognisable to the readers every issue.This is established through the choice of colour, layout and design, logo and image.
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Hybrid Genres
Texts that incorporate features of more than one genre.
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Over exaggerated language used to create a dramatic effect.
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Hypodermic Needle Model
Outdated effects theory. The mass absorb everything that the elite groups have to say and are a passive audience to the information.
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Iconic Representation
This is when the actual image of the product appears on the advert.
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The props, costumes, objects and backgrounds associated with a particular genre.
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A set of idea's, opinions, beliefs and values that the producers hold, that may appear in the text itself.
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Imperative (THE)
Words or phrases that contain a command or order. Usually end with an exclamation mark.
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Using one text within another.
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Jump Line
This appears at the end of a cover line and usually tells the reader which page to turn too, to get the full story.
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The way in which the page has been designed to attract the target audience.
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The choice of words used. This may be linked to a particular genre.
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Linear Narrative
Where the narrative unfolds in chronological order from beginning to end.
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Look (THE)
Used to describe the way in which the image on a print text is looking.
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Magazine Programme
A genre of radio programme that includes a range of features (like a radio programme).
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Mark of Quality
This is usually the film logo, the directors name or references to other successful films made by this director. These are included to convince the poo audience that this new film is a quality product.
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The state of 'being a man' and this can change as society changes. It is essentially what being a man means to a particular generation. This is then reflected in media text. Poo
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The name of a magazine along with the font style which gives clues to the sub-genre.
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Media Texts
A product of media industry.
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In an analysis of moving image - how the combination of images in the frame creates meaning. How individual shots in a film or photograph have been composed.
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Mode of Address
The way in which a media text speaks to it's target audience.
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A current thematic element used by an artist and recognised by fans of that artist.
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The story told by the media text. All media texts, not just fictional text, have the narrative.
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National Identity
The representation of a country as a whole encompassing it's culture, traditions, language and politics and poo.
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New Man
A term introduced to describe a new breed of man. These men rejected sexist attitudes therefore were in touch with their feminine side and are not afraid to be sensitive.
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News Agenda
The list of new stories that may appear in a particular newspaper. Some stories of the day will never appear on the agenda of certain newspapers because they will not interest the reader.
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Non Diegetic Sound
Sound that is out of the shot.
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Non Linear Narrative
Here the narrative manipulates time and space, it may begin in the middle and include flashbacks and other narrative devices.
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Opinion Leaders
Those in position of power who aim to persuade an audience of their point of view (ideology)
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Passive Audience
An audience that does not engage actively with the text. They are more likely to accept the preffered meaning of the text without challenge.
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A range of different ways of communicating.
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These appear in all newspapers and usually run across the top of the page. These usually tend to contrast to the serious news on the front.
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Texts that have more than one meaning contained within them.
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A type of internet advertisement where an advert literally pops up on the screen. Its aim is to capture email addresses.
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Where the camera, the editing or the audio codes place the audience is a certian position. This may be emotionally, to emphasis with the character.
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Product Endorsement
The use of celebrities, members of the public, experts.
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With regard, for example, television channels and radio stations, this means how they would be defined. This may include thier target audience, their aims and thier ethos.
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Promises Of Pleasure
This is what the trailor or film poster tells the audience they will get out of the film. They may laugh, or cry, or be more terrified.
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The main character(s) that are central to the action.
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The reason why the technique has been used in the media text, it may be to involve the audience, to develop the narrative or to create tension.
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Regional Identity
The way in which a particular area of a country is defined by the accent, dialect, dress and customs of its inhabitants.
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The spoken or written register of a media text is the range and variety of language used within the text. This will change according to the purpose of the text and its target audience.
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The way in which key sections of society are presented by the media. Arrange of repersentations will include examples of: gender, ethnicity, age, issues, events and regional and national identity.
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Rhetorical Questions
Questions in which an answer is not expected.
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Rich Texts
Texts that you could use for more than area of the specification.
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This is what is chosen by the creators of the text to be included in the text. This selection may reflect the ideology of the text and decisions have been made about what to include and what to leave out.
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Sell Lines
The "extras" over and above the usuall content, for example chances to win something.
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Something that communicates meaning, for example colours, sounds. The meaning of the sign changes according to the context.
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Silver Surfer
An older person who is computer litterate and uses the net to purchase goods and find out information.
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A catchy phrase that is memorable and thus becomes associated with product.
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Soft Sell Advertising
These adverts are much more subtle and attempt to sell a lifestyle rather than just a product. The actual product is not actually obvious untill the end of the advert.
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Star Persona
This term is used to refer to those music stars that have an identity beyond thier ability to make music.
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An exaggerated representation of someone or something. It is also where a certain group are associated with a certain set of characteristics.
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Stock Characters
Easily reconiseable characters, often stereotypes that support the main characters.
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Story Arc
The way in which the narrative progresses from the beggining to the end of the text. A story arc may also cross episodes.
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Story Synopsis
The summing up of the storyline to give the user an idea of what happens in the film, television programme.
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These are mostly found on tabloids where the headline does not give much information about the story. The straplines gives extra information.
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A scheduling technique used in radio and television whereby the same programme or genre of the programme is schedulled at the same time every day.
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Smaller groups within a larger type of media text. Within the magazine genre the sub-genres may include music and gaming.
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Suspension Of Disbelief
This is where th audience are involved in the action and do not question impossible aspects of it.
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A sign which is understood to refer to something other than itself.
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Tag Lines
The short slogan-like phrases that sum up a film. They are usually found on film posters.
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Target Audience
The people at who the media text is aimed at.
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Teaser Campaign
This is when film posters are part of a sequence whose aim is to release more information about the film gradually in the run up to the release. The campaign employs enigmas to catch the interest of the audience.
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Technical Codes
These are the way in which the text has been produced to communicate meanings and include: Camera shots, Camera Angles, Editing and Audio.
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The small drawings that represent the plot situations from the game. They usually appear on the back of a DVD case.
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This is where a media text includes a few members of a minority group in something that they would not traditionally appear in.
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The way in which the shots move from one into the other producing a particular effect. Different transitions includes cuts which produce a faster paced sequence.
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Another term for a type of audience and suggests this audience is active and involved in the media texts.
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Unique Selling Point (USP)
This is what will make the audience buy it!
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Visual Codes
The clues in the text to help the audience analysis and understand it. This are: Code of clothing, Code of expression, Code of gesture and Code of technique.
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Water Cooler Television
Where the audience are taking about the media text the next morning.
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Window on the World
The suggestion that news programmes and documentaries offer a realistic representation of what is going on in the world.
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Zoo Format
A style of radio programme where there is a main presenter but also others who contribute. The mode of address is informal and there are chats and jokes between the participants.
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Other cards in this set

Card 2


Something that happens in the narrative that tells the audeince that some action will follow.


Action Code

Card 3


This describes the type of audience who interprets and responds to the media texts in different ways and who actively engages with what is said.


Preview of the back of card 3

Card 4


The words that accompany an image (still or moving) that give the meaning associated with that image. If the caption or voiceover is changed, then so is the way an audience interprets an image.


Preview of the back of card 4

Card 5


An image without an achor is a closed text; the audience is given a preffered reading. An image without an anchor is an open text, as the audience can interpret it the way they want.


Preview of the back of card 5
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