Media

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Connotation
The meaning of a sign that is arrived at through the cultural experiences a reader brings it
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Denotation
What an image actually shows and what is immediately apparent
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Genre
The term used for the classification of media texts into groups with similar characteristics
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Hypoderic needle theory
A theory that suggests that the media injects ideas into a passive audience like giving a patient a drug
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Ideology
A system of beliefs that determines how power relations are organised within a society
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Mode of address
The way in which a particular text will address or speak to it's audience
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Narrative
The way in which a story is told in both fictional and non fictional media texts
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Primary media
Media text that we pay close attention to e.g. a magazine or in the cinema
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Representation
The process by which the media presents to us the real world
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Secondary media
where the medium or text is there in the background and we are aware that it is there but are not concentrating on it
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Semiotics
The study of signs and sign systems
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Signifer
The signifer is the physical object
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Signified
The signified is the mental concept
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Tertiary media
where the medium is present but we are not at all aware that it is there
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Text
refers to all media proucts
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Uses and gratifications theory
The idea that media audience make active use of what the media offer. The audience has a set of needs which the media meets
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Other cards in this set

Card 2

Front

What an image actually shows and what is immediately apparent

Back

Denotation

Card 3

Front

The term used for the classification of media texts into groups with similar characteristics

Back

Preview of the back of card 3

Card 4

Front

A theory that suggests that the media injects ideas into a passive audience like giving a patient a drug

Back

Preview of the back of card 4

Card 5

Front

A system of beliefs that determines how power relations are organised within a society

Back

Preview of the back of card 5
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