Media terminology
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Media terminology



I don't claim ownership of this presentation and can't remember where I got it from, but it's useful for revision purposes.

I don't claim ownership of this presentation and can't remember where I got it from, but it's useful for revision purposes.



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Media terminology Presentation Transcript

  • 1. TMEDIATERMINOLOGYkey terms in media analysis
  • 2. CODESAll media texts areencoded. The codesthemselves aresymbolic, technical,or written. Thetechnical code useddepends on theplatformJ
  • 3. ENCODING/DECODINGmeanings are encodedby producers anddecoded by the audience
  • 4. DPOSITIONINGmedia texts attempt toplace the audience in aposition whereby theyhold a point of view, orfeel a particular emotion(in other words, we’retalking aboutmanipulation)
  • 5. PREFERRED/DOMINANTA preferred meaning is onethat might be put in placeby the producers, or by thedominant values of society
  • 6. gRESISTANT/ABERRANTAn aberrant readingtakes place when theaudience is resistant tothe dominant valuesof society and insteadnegotiates* or resiststhe intended meaning*see reception theory
  • 7. QNARRATIVEThe media trains us to see theworld in terms of narrative:beginning (equilibrium), middle(disruption and conflict), & end(new equilibrium). All mediatexts have a narrative structure
  • 8. OGENREa category of texts withcommon conventions ofstyle, narrative, andstructure
  • 9. ICONOGRAPHYparticular visualsigns associatedwith certain genres.“The iconography of thistext includes a desertedhouse and a sinisterclown, both evocative ofthe horror genre”
  • 10. MEDIATIONanything weexperiencethrough themedia (asopposed todirectly) ismediated.
  • 11. MISE-EN-SCÈNEwhatever appearswithin the frame –setting, lighting,characters, props“The director uses the mise-en-scène to create a sense ofloneliness by framing thecharacter against anenormous, empty landscape.”
  • 12. CREGULATIONLaws, rules, guidelines which define andrestrict the parameters within which themedia work.Self-regulation – within the industry ( complaints commission)Government regulation: often operated byQANGOs! (Quasi-Autonomous Non-Governmental Organisations - likeOFCOM)
  • 13. qDISMEMBERMENTin advertisingespecially,women’s bodiesare cropped/masked in orderto emphasisesexualised bodyparts.
  • 14. NEWSVALUEScriteria applied todetermine what isnewsworthy.“News values determine theprominence given to newsstories, their order, andwhether they are included orexcluded from the newsagenda.”
  • 15. cSTEREOTYPEAn oversimplified,sometimes humorous,representation whichis used to categoriseand evaluatemembers of aparticular group
  • 16. bVOYEURISMThe practice ofgaining pleasure fromlooking at otherpeople whilstremaininganonymous.
  • 17. AUDIENCEthere aremain waysof lookingataudiences31. Hypodermicmodel2. Uses &Gratificationsmodel3. Receptionmodel
  • 18. HYPODERMICthe media is powerfuland influential, able toinject ideas &behaviours directlyinto the audience —which must beprotected from itspower.
  • 19. zUSES&GRATIFICATIONSTheory of audiencewhich emphasisesthe range of needs/pleasures fulfilledby consumption ofthe media.
  • 20. RECEPTIONTheory of audience thatemphasises the rangeof ways in whichaudiences receive andrespond to media texts– including resistant ornegotiated readings