Media Dictionary.

Archetype:
Archetype is a typical example of something or someone often repeated and is instantly recognised
by the audience.

Attitude, beliefs and values:

Attitudes are positions that people adopt to an issue. E.g. being against sexism. Beliefs are a type of
view. E.g. believing God exists. Values are morals that people have. E.g. a religion.

Closed text:
This is a text that puts a restriction on the way that it can be interpreted.

Connotation:
Hidden meaning behind the scene - obvious denotation.

Conventions:
Inputs into a specific media text.
which is to do with content, form and style. There are two types of conventions which consists of:
Technical Conventions - A convention in a technical area. These conventions, apply to the majority of
music videos for e.g. the video being the same length as the song and fast cuts
Genre Conventions - this is where conventions are associated with a particular genre. An example of this
would be Pop videos, that has dance routines and bands performing songs with instruments.

Demographic:
Information that concerns class, gender, age and social status of the population.

Denotation:
An apparent, the first meaning of an image.

Dialogue:
The things that are said by the characters in a story, movie, play, etc.

Hegemonic:
the social, cultural, ideological, or economic influence exerted by a dominant group

Ellipses:
the act of leaving out one or more words that are not necessary for a phrase to be understood in order to
speed up the action.

Empathy:
the feeling that you understand and share another person's experiences and emotions : the ability to
share someone else's feelings either in a group or individual.

Encode:
Constructing a media message in a suitable way for a target audience.

Enigma:
Narrative structure that uses riddles to be solved by the resolution.

Icon/Iconography:
Icon is a sign that represents something. Iconography is distinguishing elements by use of props that
characterise a specific genre.

Ideology:
the set of ideas and beliefs of a group or political party which enhances attitudes, beliefs and values that
are common in a particular group.

Incidental music:
Use of music to suit events or action.

Intertextuality:
Relationship between texts.

Linear narrative:
Sequential narration with a beginning, middle and end.

Male gaze:
This is where they have a male point of view adopted by the camera so that it can be targeted to a male
audience.

Mode of address:
Media texts speak to an audience. e.g. a voiceover.

Narrow casting:
Targeting a small social group for a media product.

Negotiated reading:
No meaning is existent and is generated by what the reader brings to the text.

Oppositional reading:
Interpretation of text that is contrary to the texts actual meaning.

Parallel action:
This is where two or more scenes are happening at the same time by cutting between the two.