The words that accompany an image (still or moving) give the
meaning associated with that image. If the caption or voice over is changed, then so may be the way in which the audience
interprets the image. An image with an anchor is a closed text; the au
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CONNOTATION
The suggested meanings attached to a sign, e.g., the red car
in the advert suggests speed and power.d
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DEMOGRAPHIC
CATEGORY
A group in which consumers are placed according to their age,
sex, income, profession, etc. The categories range from A to E
where categories A and B are the wealthiest and most
influential members of society
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DENOTATION
The description of what you can see/hear in a media text, e.g.
the car in the advert is red.
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ENCODING AND
DECODING
Media producers encode messages and meanings in products
that are decoded, or interpreted, by audiences.
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GENRE
Media texts can be grouped into genres that all share similar
conventions. Science fiction is a genre, as are teenage
magazines, etc.
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HYBRID GENRE
Media texts that incorporate elements of more than one genre
and are therefore more difficult to classify. Dr Who, for
example, is a science fiction/fantasy television drama.
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INTERTEXTUALITY
Where one media product references another text, for
example a music video recreating visual codes that have
been used in a film
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LAYOUT AND DESIGN
The way in which a page has been designed to attract the
target audience. This includes the font styles used, the
positioning of text and images and the use of colour.
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MEDIA LANGUAGE
The specific elements of a media product that communicate
meanings to audiences, e.g. visual codes, audio codes,
technical codes, language.
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MISE-EN-SCENE
In analysis of moving image products, how the combination of
images in the frame creates meaning; how individual shots in
a film or photograph have been composed.
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MISREPRESENTATION
Certain social groups (usually minority groups) may be
represented in a way that is inappropriate and not based on
reality.
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REPRESENTATION
The way in which key sections of society are presented by
the media, e.g. gender, race, age, the family, etc. One
important example in the media is how women are
represented in magazines
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SIGN/CODE
Something which communicates meaning, e.g., colours,
sounds. The meaning of the sign may change according to
the context, e.g., the colour red can mean passion, love,
danger or speed depending on how and where it is used.
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STEREOTYPE
An exaggerated representation of someone or something. It is also where a certain group are associated with a certain set of characteristics, for example all Scotsmen are mean, blondes are dumb, etc. Stereotypes can be quick ways of communicating informat
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USES AND
GRATIFICATIONS
THEORY
Suggests that active audiences seek out and use different
media texts in order to satisfy a need and experience different
pleasures.
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Other cards in this set
Card 2
Front
CONNOTATION
Back
The suggested meanings attached to a sign, e.g., the red car
in the advert suggests speed and power.d
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