media key terms

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Access
The ability of the media consumers to produce their own texts and to hav those texts acknowledged by the agenda setting media. Also, the ability of media consumers to respond to the dominant media.
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Agenda-setting
The ability of the media to tell people what and whom to talk and think about. Also refers to those that have more credibility than their competition.
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Analog
media software which has a physical quality and presence.
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Audience
the group of consumers for whom the text was constructed as well as anyone else who is exposed to the text.
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Branding
The process by which a commodity in themarketplace is known primarily for the image it projects rather than any actual quality.
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Censorship
the practice of suppressing a text or part text that is considered objectionable according to certain standards.
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Connote/Connotation
A description of value, meaning or ideology associated with a media text that is added to the text by audience.
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Construct or Construction
The process by which a media text is shaped and given meaning through a process that is subject to a variety of decisions and is designed to keep the audience interested in the text.
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Consumers
The audience for whom a commercial media text is constructed and who responds to the text with commercial activity.
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Convergence
The merging of previously separate communication industries such as publishing, computers, film, music and broadcasting, made possible by advances in technology.
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Critical
A reflective position on the meaning, biases or value messages of a text.
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Critical Autonomy
The process by which a member of the audience is able to read a media text in a way other than the preferred reading. Also used to describe the ability of media literacy students to deconstruct texts outside the classroom.
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Critical Viewing
The ability to use critical thinking skills to view, question, analyze and understand issues presented overtly and covertly in
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Cut
An edited transition between two images in which one image is immediately replaced by another.
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Deconstruction
The process by which the audience identifies the elements that make up the construction of meaning within a text.
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Demographics
Measurable characteristics of media consumers such as age, gender, race, education and income level.
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Denote/Denotation
A description of a media text indicating its common sense, obvious meaning
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Digital
The storage and transmission of information by reducing it to digits and then reassembling it for an exact reproduction.
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Docudrama
A filmed dramatization based on fact that combines documentary and fictional elements. In the production process, "based on" allows the creators of the text wide creative latitude and a docudrama is, at best, a skillful representation of a real perso
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Dominant
When a text is read by the audience in a way that is intended by the creators of the text.
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Flak
An organized attempt to influence media content, which can take the form of letters, phone calls, petitions, lawsuits and legislation.
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Genre
A category of media texts characterized by a particular style, form or content.
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Hardware
The physical equipment used to produce, distribute and exhibit media texts.
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Hegemony/hegemonic
When dominant groups persuade subordinate groups that the dominant ideology is in their own best interests. The media's function in this process is to encourage maintenance of the status quo.
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Homophobia
The fear of homosexuality as expressed by demeaning images in media texts.
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HTML (Hypertext Markup Language)
is a computer programming language that allows people to create links on the world wide web from one source of information to another in any order.
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Ideology/Ideological
How we as individuals understand the world in which we live. This understanding involves an interaction between our individual psychologies and the social structures that surround us. Mediating between these are the individual processes of communicat
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Industry
The agencies and institutions involved with the production of media texts. The term is also used in a more restrictive sense to describe the commercial production of media texts for the purpose of making a profit.
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Institution
an organization founded for a religious, educational, professional, or social purpose.
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Intertextuality
When a media text makes reference to another text that, on the surface, appears to be unique and distinct.
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Jolts
Moments in a media text that are generated by a broad comedy, a violent act, movement within a frame, a loud noise, rapid editing, a
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Marketing
The way in which a product or media text is sold to a target audience.
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Mass Media
Mass media refers to those media that are designed to be consumed by large audiences through the agencies of technology.
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Media Education
Traditionally, it's the process by which one learns the technical production skills associated with creating media texts. More
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Media Literacy
The process of understanding and using the mass media in an assertive and non-passive way. This includes an informed and critical understanding of the nature of the media, the techniques used by them and the impact of these techniques.
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Medium
The singular form of media, the term usually describes individual forms such as radio, television, film, etc.
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Media
The plural form of medium; the term has come to mean all the industrial forms of mass communication combined.
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Monopoly
Any commercial process in which one seller controls prices and supply of a product.
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"Moral Panic"
A sudden increase in public perception of the possible threat to societal values and interests because of exposure to media texts.
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Narrative
How the plot or story is told. In a media text, narrative is the coherent sequencing of events across time and space.
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Negotiate
The process of give and take by which members of the audience interpret, deconstruct and find meaning within a media text.
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Oppositional
A critical position that is in opposition to the values and ideology intended by the creators of a media text, usually the dominant
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Prime Time
That part of a radio or television schedule expected to attract the largest audience.
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Production
The industrial process of creating media texts as well as the people who are engaged in this process.
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Card 2

Front

The ability of the media to tell people what and whom to talk and think about. Also refers to those that have more credibility than their competition.

Back

Agenda-setting

Card 3

Front

media software which has a physical quality and presence.

Back

Preview of the back of card 3

Card 4

Front

the group of consumers for whom the text was constructed as well as anyone else who is exposed to the text.

Back

Preview of the back of card 4

Card 5

Front

The process by which a commodity in themarketplace is known primarily for the image it projects rather than any actual quality.

Back

Preview of the back of card 5
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