Where the representation appears e.g. the representation of young people may be different in a news bulletin compared to a situation comedy
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Representation
The ways in which the media present the world and aspects of it e.g. people, issues, events, etc
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Encoding
The ideas and messages that are contained within the media text. These may reflect the ideas of the producers of the text
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Decoding
The different ways in which the audience interprets these messages
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Fly on the wall documentary
This term describes a documentary programme filmed using hidden cameras. The suggestion is that the subjects will behave more naturally
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Selection
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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Editorial
This is the part of the newspaper written, supposedly, by the editor who comments on the daily stories.
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Stereotypes
A construction where character traits are over- exaggerated to make them easily recognisable. Stereotypes can be positive or negative
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Dominant ideology
This is the point of view of the creators of the media text. This may be implicit or explicit as is evident in texts like tabloid newspapers
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Opinion leaders
These are those in positions of power who aim to persuade an audience of their point of view
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Event
Something that occurs or is about to occur and is of interest to an audience, can be local, national or international
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Consume
Another way of saying how an audience uses a media text. We are all consumers of different media texts
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Ethnocentricity
The belief in the superiority of the nation to which we belong, for example Britain
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Tokenism
Where a media text includes a few members of a minority group
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Subversion of stereotypes
This is where the media text presents an alternative and different representation that 'plays with' or challenges audience expectations
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Masculinity
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
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New man
These men reject sexist attitudes; were in touch with their feminine side and were therefore not afraid to be sensitive and caring and could sometimes be seen in a domestic role
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Ethnicity
Ethnicity is defined by your cultural identity which may demonstrate itself through customs, dress and food
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Race
Defined by the fact that you descend from a common ancestor giving you a clear set of racial characteristics
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National identity
Representation of a country as a whole, encompassing its culture, traditions, language, and politics
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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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Accent
The way in which the inhabitants of a particular region speak
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Dialect
The particular words that have their origins in a specific region and are used by the inhabitants of that region and may be unknown to others
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Other cards in this set
Card 2
Front
The ways in which the media present the world and aspects of it e.g. people, issues, events, etc
Back
Representation
Card 3
Front
The ideas and messages that are contained within the media text. These may reflect the ideas of the producers of the text
Back
Card 4
Front
The different ways in which the audience interprets these messages
Back
Card 5
Front
This term describes a documentary programme filmed using hidden cameras. The suggestion is that the subjects will behave more naturally
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