Media Studies A Level Glossary of Key Terms ACTION CODE Something that happens in the narrative that tells the audience that some action will follow, for example in a scene from a soap opera, a couple are intimate in a bedroom and the camera shows the audience the husband's car pulling up at the front of the house. ACTIVE AUDIENCE This is a theory that argues that media audiences do not just receive Information passively but are actively involved, often unconsciously, in making sense of the message within their personal and social contexts. ANCHORAGE The words that accompany an image (still or moving) contribute to the meaning associated with that image. If the caption or voice-over is changed then so may the way in which the audience interprets the image. An image with an anchor is a closed text; the audience are given a preferred reading. A 1
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Media Studies A Level Glossary of Key Terms
ACTION CODE Something that happens in the narrative that tells the audience that some action will follow, for example in a scene from a soap opera, a couple are intimate in a bedroom and the camera shows the audience the husband's car pulling up at the front of the house.
ACTIVE AUDIENCE This is a theory that argues that media audi-ences do not just receive Information pas-sively but are actively involved, often uncon-sciously, in making sense of the message within their personal and social contexts.
ANCHORAGE The words that accompany an image (still or moving) contribute to the meaning associated with that image. If the caption or voice-over is changed then so may the way in which the audi-ence interprets the image. An image with an anchor is a closed text; the audience are given a preferred reading. A text without an anchor is an open text as the audience can inter-pret it as they wish.
The same image of a school in a local newspaper could include a negative or a positive headline, which may change the way in which the same image is viewed by the reader.
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Media Studies A Level Glossary of Key Terms
ARC OF TRANSFORMATION A character has a transformation over the course of a story.
ASPIRATIONAL Having or characterised by aspirations to achieve social prestige and material success.
ATTRACT Cause to come to a place or participate in a venture by offering something of interest or advantage.
AUDIENCE CATEGORISATION Attitudes and personality traits to define or categorise a group. Also known the specific audience group a media text is aimed at.
AUDIENCE CONSUMPTION This is where the audience refers to a brand’s target audience or consumers who are considered financially able to afford the particular brand.
AUDIENCE INTERPRETATION Where the audience analysis frameworks do not address an important aspect of commu-nication in writer/audience relationships.