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ABC figures
The Audit Bureau of Circulations is responsible for measuring the reach of different media across a range of platforms.
Active audience
The idea that media audiences actively engage with texts rather than consuming them passively.
Advertising campaign
A campaign run by an advertising agency incorporating various methods to communicate a product's benefits.
Advertorial
An advert presented in the form of editorial content.
Agenda setting
The prioritization of selected stories by media institutions to reflect their values.
Anchorage
The combination of media language choices to reinforce the producer’s intended meaning.
Antagonist
A character in a plot whose function is to disrupt the protagonist.
Archetype
A universal type of character found in various media texts.
Audience positioning
The manner in which a media product addresses the audience to influence interpretation.
Avatar
The player's representation of themselves within a gaming context.
BARB
Broadcasters’ Audience Research Board, which collects television viewing data in the UK.
Bardic function
The media's role as a storyteller and information provider in culture.
BBFC
British Board of Film Classification responsible for age classification of films.
Big Close Up (BCU)
An extreme close-up camera shot focusing on a person's face or detail.
Binary opposite
Representations structured as pairs that reflect opposing values.
Binge watching
The practice of watching multiple episodes of a TV series in succession.
Blog
A regularly updated website or web page written in an informal style.
Brand
A product manufactured and marketed under a particular name or logo.
Brand ambassador
An individual, often a celebrity, paid to promote and endorse a product.
Brand identity
The image and associations projected by a brand to its audience.
Bricolage
The mixing of signs or artifacts from different styles to create something new.
Broadsheet
A type of newspaper that prioritizes hard news.
By-line
The printed line naming the writer of an article.
Call to action
An instruction aimed at the audience to provoke an immediate response.
Camera movement
Techniques used during filming to add depth and interest to the viewer's experience.
CAP code
The UK Code of Non-broadcast Advertising and Direct Promotional Advertising.
Censorship
Controls on media content imposed by governments or regulatory bodies.
CGI
Computer-generated imagery used for special effects in film or animation.
Circulation
The measurement of how many people access a media product.
Classification
A rating system designating the suitability of media for different age groups.
Cliff hanger
A narrative device that creates suspense to encourage continued viewing.
Closed narrative
A story where all plot threads are neatly resolved.
Close up (CU)
A camera shot that tightly focuses on a person or object.
Code
Systems of signs used to create meaning in media texts.
Cognitive surplus
Increased leisure time that allows for sharing and creativity online.
Collective identity
A shared sense of belonging to a specific group.
Colloquialism
An informal expression used in casual conversation.
Colour palette
The suite of colors used in media texts to reflect a brand.
Commercial media
Privately owned media funded by advertising revenue.
Commissioning
The process where television programs receive approval for production.
Commodification
The process of turning something into a marketable object.
Concentration of ownership
Refers to the limited number of organizations controlling much of the media.
Conglomerate
A large corporation owning multiple media companies.
Connotation
The associated meanings brought to a sign outside its literal meaning.
Consumable product
Regularly used products that need replacing.
Consumption
The act of engaging with media products.
Content analysis
A research method for quantifying specific features in media.
Content creators
Individuals who create and share content online.
Context
The cultural and social factors affecting the production and reception of media.
Continuity
The logical presentation of images throughout a moving image product.
Continuity editing
Editing choices that maintain logical coherence in narratives.
Contrapuntal sound
Sound that does not match the on-screen action.
Conventions
Typical methods of producing media products within a specific genre.
Convergence
The merging of technologies to create new media experiences.
Copy
The written material in a media text, distinct from images.
Countertype
A representation that challenges negative stereotypes.
Cover lines
Text on a magazine cover that previews the content inside.
Cross platform marketing
Advertising one form of media on another platform.
Crane shot
A camera shot taken from a high crane.
Cross-head
A title or sub-heading that breaks up text in a publication.
Cross cut
An editing technique showing simultaneous action across different scenes.
Cultivation differential
The difference in perception of social reality between heavy and light media viewers.
Cultural capital
Power gained from cultural knowledge valued in society.
Cut
An editing technique where one shot ends and another begins.
Date line
A line indicating when a media article was written or published.
Decoding
The process of interpreting a message by an audience.
Deconstruction
The analysis of structures in media products.
Deep focus
A technique producing a depth of field where everything is in focus.
Demerger
The process of splitting a corporation into smaller organizations.
Demographics
Statistical data based on cultural groupings.
Denotation
The literal meaning of signs.
Deregulation
The relaxation of media controls by the state.
Desensitisation
The process of becoming less sensitive to violence through exposure.
Dialogue
The spoken words of characters in media.
Diegesis
The narration of a story from within the represented world.
Diegetic sound
Sound originating from the film or TV world.
Digital native
A person brought up with digital technology, finding it natural.
Diversification
Large corporations spreading interests across various media forms.
Duopoly
An industry controlled by two companies.
Editing
Post-production work arranging media for audience consumption.
Editorial
An article expressing opinion on a topical issue.
Editorial philosophy
Underlying values and beliefs shaping a media product.
Effects theories
Theories examining potential media impacts on audiences.
Ellipsis
Incomplete sentences finished with three dots for audience interpretation.
Emerging media
Communication via new digital platforms with interactive elements.
Encode
The act of communicating ideas through signs in media.
Enculturation
The influence of media on learning social and cultural norms.
Enigma
A question that draws the audience into the text.
Equilibrium/disequilibrium
In Todorov's theory, the transition from normal state to disruption.
Essentialisation
Attributing fixed traits or characteristics to someone by nature.
Establishing shot
The opening shot showing the geographical location of a narrative.
Ethics
Principles and standards upheld in media.
Ethnicity
Cultural identity demonstrated through customs and practices.
Ethnocentric
Applying the norms of one's culture to others.
Exhibition
The venues where films can be viewed.
Exotic other
A term for someone perceived as different or foreign.
Fabula
A term in narrative theory meaning 'story'.
Facial action coding system
A technique for replicating facial expressions in animation.
Fade
A transition from an image to a single color, usually black or white.
Female gaze
A perspective that subverts the male gaze, presenting female viewpoints.
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