media terminology
DESCRIPTION
I don't claim ownership of this presentation and can't remember where I got it from, but it's useful for revision purposes.TRANSCRIPT
TMEDIA TERMINOLOGY
key terms in media analysis
CODESAll media texts are encoded. The codes themselves are symbolic, technical, or written. The technical code used depends on the platform J
xENCODING/DECODINGmeanings are encoded by producers and decoded by the audience
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)
dPREFERRED/DOMINANT
A preferred meaning is one that might be put in place by the producers, or by the dominant values of society
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
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
OGENRE
a category of texts with common conventions of
style, narrative, and structure
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”
HMEDIATIONanything we experience through the media (as opposed to directly) is mediated.
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.”
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)
qDISMEMBERMENT
in advertising especially,
women’s bodies are cropped/
masked in order to emphasise
sexualised body parts.
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.”
cSTEREOTYPEAn oversimplified, sometimes humorous, representation which is used to categorise and evaluate members of a particular group
bVOYEURISMThe practice of gaining pleasure from looking at other people whilst remaining anonymous.
AUDIENCEthere are
main ways
of looking
at
audiences
3 1. Hypodermic model
2. Uses & Gratifications
model3. Reception
model
xHYPODERMIC
the media is powerful and influential, able to
inject ideas & behaviours directly
into the audience — which must be
protected from its power.
z
USES&GRATIFICATIONSTheory of audience
which emphasises the range of needs/
pleasures fulfilled by consumption of
the media.
9RECEPTIONTheory of audience that emphasises the range of ways in which audiences receive and respond to media texts – including resistant or negotiated readings