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Media Studies Terminology
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- 1AnchorageA fixing device - the text directs the reader through the signifiers of the image towards a meaning chosen in advance by the producer of the text.
- 2Brand ImageHow an institution, a media product or a person is promoted to create a particular perception or belief amongst the public.
- 3Codes and ConventionsA code is a network of signs, written, visual, artistic or behavioural which signify meanings that are culturally accepted and shared.
A convention is a conduct or practise or method that is commonly accepted and has a tradition. - 4ConnotationMeanings arrived at through the cultural experiences a reader brings to a text.
- 5DenotationRefers to the simplest and most obvious level of meaning of a sign, be it a word, image, object or sound.
- 6Establishing ShotWhat is shown to let the viewer know where and when the action is set.
- 7Hybrid GenresTexts which are formed with elements from one or more genre, perhaps producing sub-genres.
- 8IconographyParticular signs we associate with particular genres.
- 9Media FranchiseThe capacity to extend the life or characters, settings or trademarks by producing further products.
- 10MediationThe process by which an institution or individual or a technology comes between events that happen in the world and the audience who receive this re-presentation.
- 11Niche AudiencesThe separation of the media audience into segments, each of which have different tastes and concerns.
- 12PolysemicMore than one meaning open to interpretation.
- 13Repertoire of ElementsThe number of codes and conventions: technical, symbolic, narrative and setting, from which a selection can be made.
- 14Semiology or SemioticsThe study or meaning of signs.
- 15UGC (User Generated Content)Contributions to media texts from audience.
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- Fichas sobre Media Studies Terminology, creado por bethlewis el 18/03/2015.
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