Download - Media terminology
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TMEDIA TERMINOLOGY
key terms in media analysis
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CODESAll media texts are encoded. The codes themselves are symbolic, technical, or written. The technical code used depends on the platform J
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xENCODING/DECODINGmeanings are encoded by producers and decoded by the audience
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DPOSITIONING
media texts attempt to place the audience in a position whereby they
hold a point of view, or feel a particular emotion
(in other words, we’re talking about
manipulation)
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dPREFERRED/DOMINANT
A preferred meaning is one that might be put in place by the producers, or by the dominant values of society
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gRESISTANT/ABERRANT
An aberrant reading takes place when the
audience is resistant to the dominant values of society and instead
negotiates* or resists the intended meaning
*see reception theory
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QNARRATIVEThe media trains us to see the world in terms of narrative: beginning (equilibrium), middle (disruption and conflict), & end (new equilibrium). All media texts have a narrative structure
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OGENRE
a category of texts with common conventions of
style, narrative, and structure
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mICONOGRAPHYparticular visual signs associated with certain genres.“The iconography of this text includes a deserted house and a sinister clown, both evocative of the horror genre”
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HMEDIATIONanything we experience through the media (as opposed to directly) is mediated.
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NMISE-EN-SCÈNEwhatever appears within the frame –setting, lighting, characters, props“The director uses the mise-en-scène to create a sense of loneliness by framing the character against an enormous, empty landscape.”
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CREGULATION
Laws, rules, guidelines which define and restrict the parameters within which the media work.
Self-regulation – within the industry (e.g. press complaints commission)
Government regulation: often operated by QANGOs! (Quasi-Autonomous Non-Governmental Organisations - like OFCOM)
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qDISMEMBERMENT
in advertising especially,
women’s bodies are cropped/
masked in order to emphasise
sexualised body parts.
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lNEWSVALUEScriteria applied to determine what is newsworthy.
“News values determine the prominence given to news stories, their order, and whether they are included or excluded from the news agenda.”
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cSTEREOTYPEAn oversimplified, sometimes humorous, representation which is used to categorise and evaluate members of a particular group
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bVOYEURISMThe practice of gaining pleasure from looking at other people whilst remaining anonymous.
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AUDIENCEthere are
main ways
of looking
at
audiences
3 1. Hypodermic model
2. Uses & Gratifications
model3. Reception
model
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xHYPODERMIC
the media is powerful and influential, able to
inject ideas & behaviours directly
into the audience — which must be
protected from its power.
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z
USES&GRATIFICATIONSTheory of audience
which emphasises the range of needs/
pleasures fulfilled by consumption of
the media.
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9RECEPTIONTheory of audience that emphasises the range of ways in which audiences receive and respond to media texts – including resistant or negotiated readings