This document defines key terms related to media and cultural studies, including concepts around media ownership structures, audience reception theories, representations of gender, and ideologies. Some of the terms defined are synergy, public service broadcasting, horizontal and vertical integration, hegemony, pluralism, gatekeepers, moral panics, ideology, active audiences, and cultural hegemony.

1. Key Terms ActivitySynergyA mutually advantageous combination of distinct elements, as where two or more related businesses work together, e.g. to promote and sell a film, computer game and toys more effectively than they could individually.Public servicebroadcastingMedia outlets controlled by the state.Horizontal integrationAlso known as cross-media ownership. Refers to the fact that the bigger media companies often own a diverse range of media.Hegemony Domination by consent (used to describe the way in which the ruling class project their view of the world so that it becomes the consensus view).CompressionThe way in which digital technologies can send many signals through the same cable.False class-consciousnessComing to believe (wrongly) that capitalism is a fair system which benefits us all equally. Associated with Marxism.Global conglomerationThe trend for mediacorporations to have a presence in many countries and operate in a global market.DiversificationThe practice of spreading risk by moving into new, unrelated areas of business.Vertical integrationOwning all the stages in the production, distribution and consumption of a productPluralismA theory that society is made up of many different groups, all having more or less equal power.Convergence.The combination of different ways of presenting a variety of types of information (e.g. text, photographs, video, film, voices and music) into a single delivery systemNeophiliacsCommentators who are optimistic about the spread and influence of new media technologies.<br />New mediaThe evolution of existing media delivery systems and the development of new digital communication technologies.Primary definersPowerful groups that have easier and more effective access to themedia, e.g. the government the rich and powerful.InteractivityDigital technologies that are responsive in 'real time' to user input.News valuesAssumptions about what makes an event newsworthy (i.e. interesting to a particular audience) that guide journalists and editor when selecting news items.Power eliteThe wealthy minority who control economic and political power.Moral panicsMedia reactions to particular social groups or particular activities which are defined asthreatening societal values andconsequently create anxietyamongst the general population.IdeologyA set of ideas used to justify and legitimate inequality, especially class Inequality.GatekeepersPeople within the media who have the power to let some news stories through and stop others, e.g. editors. They therefore decide what counts as news.<br />Content analysisA research method that analyses media content in both a quantitative and qualitative wayFolk devilStereotype of deviants which suggests that the perpetrators of the so called deviant activities areselfish and evil and therefore steps need to be taken to control and neutralize their actions so that society can return to 'normality'.'Churnalism'Uncritical overreliance by journalists on 'facts' produced by government spin doctors and public-relations experts.Selective filter modelThe view that audience members only allow certain media messages through.<br />Uses and gratificationsModel the view that people usethe media for their own purposes.SensitizationThe process of becoming more aware of the consequences of violence.DesensitizationThe process by which, through repeated exposure to media violence, people come to accept violent behaviour as normal.Cultural effects modelThe view that the media are powerful in so far as they link up with other agents of socialization to encourage particular ways of making sense of the world.CatharsisThe process of relieving tensions - for example, violence on screen providing a safe outlet for people's violent tendenciesActive audience approachesTheories that stress that the effects of the media are limited because people are not easily influenced.Symbolic annihilationThe way in which women's achievements are often not reported, or are condemned or trivialized by the mass media.Sexual objectificationTurning into objects of sexual desire.<br />Retributive masculinityThe attempt to reassert traditional masculine authority by the celebration of traditionally male concerns such as football.Popular feminismTerm used to describe the promotion of 'girl power' in women's magazines.Male gazeThe camera 'inspecting' women in a sexual way in films and TV.False consciousnessMarxist term used to describethe way in which people'svalues are manipulated by capitalism.Cult of femininityThe promotion of a traditionalideal where excellence is achieved through caring for others, the family, marriage and appearance.Beauty idealThe idea that women should strive for beauty.<br />Cultural hegemonyThe interests of the ruling class being accepted as ‘common sense’ by the mass of the population.IslamophobiaFear of MuslimsTokenismIncluding a limited number of minority group members only because it is felt that this is expectedMisogynyHatred of women<br />