2306483
| Question | Answer |
| Anchorage | A 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. |
| Brand Image | How an institution, a media product or a person is promoted to create a particular perception or belief amongst the public. |
| Codes and Conventions | A 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. |
| Connotation | Meanings arrived at through the cultural experiences a reader brings to a text. |
| Denotation | Refers to the simplest and most obvious level of meaning of a sign, be it a word, image, object or sound. |
| Establishing Shot | What is shown to let the viewer know where and when the action is set. |
| Hybrid Genres | Texts which are formed with elements from one or more genre, perhaps producing sub-genres. |
| Iconography | Particular signs we associate with particular genres. |
| Media Franchise | The capacity to extend the life or characters, settings or trademarks by producing further products. |
| Mediation | The 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. |
| Niche Audiences | The separation of the media audience into segments, each of which have different tastes and concerns. |
| Polysemic | More than one meaning open to interpretation. |
| Repertoire of Elements | The number of codes and conventions: technical, symbolic, narrative and setting, from which a selection can be made. |
| Semiology or Semiotics | The study or meaning of signs. |
| UGC (User Generated Content) | Contributions to media texts from audience. |
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