This document defines key terms used in media studies. It outlines terms such as primary and secondary audiences, demographics, institutions, representation, sub-genres, hybrid genres, brand reach, synergy, convergence, user generated content, distribution, readership, and circulation. It also defines additional relevant terms like disposable income, social groups, brand loyalty, connotation, denotation, and uses and gratifications.

1. AS Media Studies
Essential terms
TERM DEFINITION/EXAMPLE
Audience you are specifically targeting. Age, gender,
Primary Audience appearance, lifestyle, part time jobs
Friends, partners, younger siblings of the primary
Secondary Audience audience.
Specific information about the part of your chosen
Demographic audience e.g. you can have an audience of males ages 15-
25, but the demographic will be the group within this
audience with shared tastes, habits and values.
The company that makes and owns the publication e.g.
Institution NME is produced and owned by IPC Media
Filtering a star, audience, brand etc to tell your target
Representation audience what to think/how to feel about them.
Different versions of your main genre e. g “Dance” is the
Sub- genre main genre, “House” or “Trance” would be sub- genres
A mix of genres or categories e.g. Indie and Dance, or
Hybrid- genre Alternative music and skating, or pop music and fashion.
How the brand reaches you without you having to do
Brand reach anything e. g. TV channels, clothes, bus ads, billboards,
FaceBook
Brands, institutions etc working together to share
Synergy audiences. The audience benefits and may become loyal
to both brands after finding new habits.
More than one function available on the same device
Convergence
Platform/ Multi-
platform
User generated User-generated content describes content that is
content created, contributed and distributed by regular web
browsers.
In marketing, distribution is the process of moving a
Distribute product from its manufacturing source to its customers
The readers of the magazine.
Readership

2. The average number of copies distributed. For outdoor
Circulation advertising this refers to the total number of people who
have an opportunity to observe a billboard or poster.
The amount of income left to an individual after taxes
Disposable income have been paid, available for spending and saving.
A social group is a collection of people who interact with
Social groups each other and share similar characteristics and a sense
of unity.
Inclusive/ exclusive Inclusive:
Exclusive:
Brand loyalty When consumers become committed to your brand and
make repeat purchases over time. Brand loyalty is a
result of consumer behaviour and is affected by a
person’s preferences.
Connote/ An idea or meaning suggested by or associated with a
Connotation word or thing.
Denote/ Denotation The direct or dictionary meaning of a word.
“Uses and Uses: Information, company, entertainment, status. How
gratifications” does the reader consume the product?
Gratifications: What does the audience enjoy about using
this brand? Sense of belonging to an exclusive group,
status among friends, stand out/blend in