1. Kmccabe2014
@mediaradarguru
BTEC
Level
2:
DIGITAL
MEDIA
SECTORS
&
AUDIENCES
Glossary
of
Terms
Term
Meaning
Example
or
Explanation
Sectors
Different
industries
of
the
Media
which
produce
different
forms
of
Media
texts
Film
Sector,
Television,
Print
Publishing
etc.
Synergy
The
co-­‐promotion
of
a
media
text
by
two
or
more
texts/companies
Despicable
Me
&
Pharrell
Williams
‘Happy’
co
promoting
each
other
Cross-­‐media
A
text
which
has
a
presence
across
media
sectors
Hobbit
Film,
PC
Game,
Fan
Magazine,
Original
Soundtrack,
Mobile
app.
Analogue
Media
products
which
are
usually
in
a
physical
form
Print
newspaper,
Old
Video
cassettes,
Vinyl
records,
old
television
broadcasts
Digital
Media
products
which
are
in
a
digital/virtual
form
Digital
photographs,
Websites,
Online/streamed
television,
downloads
etc.
Platform
The
means
by
which
a
media
product
distributed
to
audiences
Text
A
media
product
Heat
magazine,
Eastenders,
CoD,
Trailer
for
Hobbit,
Ed
Sheeran
Music
Video
etc.
Multi-­‐media
product
A
product
which
includes
several
media
technologies
Youtube
video
containing
sound,
moving
image,
text
etc.
Process:
Pre-­‐production
Production
Post-­‐Production
Distribution
&
Exhibition
The
planning
stage
Creating
and
producing
the
text
Editing
and
finishing
the
product
Giving
the
product
to
others
to
sell
Showing
audiences
the
product
Scripting,
Sketching,
brainstorming
Filming,
recording,
coding,
photographing
Adding
sound,
CGI,
Titles,
Anchorage
Making
available
for
download
Screening
in
cinema,
Broadcast
on
TV
Devices
Tools/technology
used
to
access
media
Smartphone,
Laptop,
PC,
Tablet,
Game
Console,
Digital
Radio
etc.
Technological
Convergence
The
coming
together
of
different
media
technology
in
a
single
device/media
text
Laptop
to
access
messages,
internet,
DVD
etc.
Youtube
to
access
Moving
Image/
Music
on
Internet
Impact
of
Digital
Technology:
Immediacy
Convenience
Portability
Connectivity
Personalisation
Interactivity
Speed,
instant
messaging,
local
&
global
Free
content
on
internet,
on-­‐demand
Hand
held
devices,
flexible,
always
connected
Globally
connected,
digital
groups,
social
network
Avatars,
backgrounds,
fonts,
playlists
etc.
Game-­‐play,
user-­‐generated
content,
red
button
tv,
following
links
etc.
Twitter
for
breaking
news
Web
content
of
magazine,
Netflix
for
Film
IPhone,
iPad,
Fans
Forums
and
Blogs,
Internet
groups
Facebook
profile
pic,
cover
photo
etc,
Youtube,
Minecraft,
BBC1
red
button
Individual
Audiences
Solo
Enjoyment
Engages
with
the
digital
media
alone
Privacy,
control,
convenience
Gamer,
web
browsing,
On
Demand
Group
Audiences
–
Collective
Enjoyment
Shares
the
media
experience
with
others
Interaction,
competition,
belonging
Cinema,
instant
messenger,
gamer

2. Kmccabe2014
@mediaradarguru
Primary
Audience
The
target
audience
the
media
text
was
created
for
Males
aged
18yrs
+
playing
Call
of
Duty
Secondary
Audience
The
unexpected
or
additional
audience
Teenagers
watching
children’s
movies
Despicable
Me,
Frozen
Passive
Audience
Audience
who
do
not
interact
with
the
media
in
any
way
–
producing
content,
commenting
etc.
Television
viewing,
Print
magazines,
Film
etc
Active
Audience
Audience
who
do
interact
with
the
media
through
contribution,
viewing
control,
comment
Youtube
comment,
Web
browsing,
Active
audience
Theory
Uses
&
Gratifications
Theory
-­‐
A
theory
that
argues
that
audiences
actively
use
media
for
4
main
different
purposes
–
information,
interaction,
identity,
entertainment
Disadvantage
We
do
not
always
know
why
we
consume
media
We
may
not
always
have
choice
over
the
media
we
consume
News
programmes
–
information
I’m
a
Celebrity
–
Entertainment
Who
wants…
millionaire
–
interaction
Facebook
-­‐
identity
Passive
Audience
Theory
Hypodermic
Needle
Theory
-­‐
A
theory
that
argues
that
audiences
passively
absorb
media
and
accept
the
content.
Disadvantage
Theory
suggests
audience
have
no
power
or
control
Only
some
people
respond
to
what
they
see/hear
Playing
violent
games
makes
you
become
more
violent
Learn
the
difference
between
Active
Audience/Passive
Audience
&
Active/
Passive
Audience
Theory:
eg.
A
Passive
audience
(watching
Eastenders)
can
be
analysed
using
Active
Audience
Theory
(Uses
and
Gratifications
–
people
use
the
text
to
be
entertained)
onsumer
generated
Content
Content
which
the
audience
produce
by
themselves
Advantage:
cheap,
original,
instant,
access
to
events
Disadvantage:
Lower
quality,
truthful?,
opinion
led
Blogs,
Facebook,
youtube
etc.
Regulatory
Bodies
BBFC
ASA
PEGI
OFCOM
Organisations
who
control
&
censor
media
content
British
Board
of
Film
Classification
Advertising
Standards
Authority
Pan
European
Games
Information
Office
for
Communications
Age
ratings
eg.
15,
18
Advert
complaints
Age
Ratings
eg.
3+
Television
&
Radio
Complaints
Primary
Research
Primary
Research
methods
Research
which
you
carry
out
yourself
The
tools
you
use
to
carry
out
primary
research
Questionnaire,
Interview,
Focus
Group
Secondary
Research
Secondary
Research
methods
Research
which
has
been
collected
&
carried
out
by
someone
else.
The
tools
used
to
carry
out
this
research
Web
searches,
library
research
Qualitative
research
Research
and
data
which
gives
information
about
people’s
feelings
and
emotions
What
kind
of
films
do
you
like
watching?
Horror
Quantitative
research
Research
and
data
which
gives
information
about
number,
facts
and
statistics
How
many
times
do
you
go
to
the
cinema
per
month?
2

3. Kmccabe2014
@mediaradarguru
Objective
Questions
or
research
which
has
no
bias
and
is
open
to
any
conclusions
Rate
this
advert
out
of
5
Subjective
Questions
or
research
which
has
a
bias
and
tries
to
promote
a
particular
opinion
What
do
you
like
about
my
advert?
Valid
&
reliable
Research
which
is
a
‘Fair’
test
–
which
has
asked
a
good
number
of
people,
using
the
right
tools
etc
Asking
people
who
are
not
just
your
friends,
asking
questions
which
are
not
subjective
etc.
Audience
profiling
Purpose
of
Audience
Profiling
Gathering
information
about
the
age,
gender,
occupation
of
the
audience
To
successfully
aim
your
product
at
the
audience
Females
aged
14-­‐16
Consumer
behaviour
The
habits
of
the
audience
in
terms
of
genre
preference,
platform
preference
etc.
‘I
like
to
watch
action
film’
‘I
usually
watch
on
my
laptop’
Codes/Signs
Elements
that
are
used
to
create
meaning
for
audiences
Dark
lighting,
scary
music,
sound
effects
etc.
create
suspense
&
horror
Denotation
The
literal
meaning
of
a
code/sign
An
apple
is
a
piece
of
fruit
Connotation
The
suggested
or
symbolic
meaning
of
a
code/sign
An
apple
symbolises
health
and
well
being
Colour
Perhaps
the
most
symbolic
code
used
to
target
audiences
&
create
(stereotypical)
meaning
Pastels
–
girls,
nature
Neons
-­‐
fun,
older
teenage,
energy
etc.
Mise-­‐en-­‐scene
Everything
in
the
frame
of
a
shot:
The
location,
the
organisation
of
elements
within
the
shot,
the
lighting,
props,
clothing,
weather
etc.
Romantic
comedy
scene:
bright
lighting,
professional
clothes,
city
background,
medium
shits
etc.
Framing/Shot
Size
The
organisation
of
the
shot
and
how
close
or
far
away
the
camera
is
Extreme
close-­‐up,
close-­‐up
for
emotion,
wide
shot
for
establishing
the
scene
etc.
Angle
The
position
of
the
camera
in
terms
of
height,
balance
High
angle,
low,
birds
eye,
titled
etc
Lighting
Use
of
lighting
and
lighting
effects
to
communicate
meaning
Low
–
mysterious/
tense,
Natural
–
warm/bright,
Editing
The
way
the
production
material
has
been
put
together
to
create
meaning
for
the
audience
Long
slow
editing
to
build
tension
in
horror
films,
quick
cut
edits
(shots
lasting
1-­‐2
seconds)
to
show
energy,
chaos,
frantic
events
at
moments
when
bad
things
are
happening
Sound
Diegetic
sound
–within
the
action
Non-­‐diegetic
sound
–
added
on
to
the
action
The
radio
in
the
background,
a
cough
Soundtrack,
voiceover,
sound
effects
Representation
The
way
a
person
or
group
is
presented
to
the
audience
–
includes
stereotypes
&
exaggerations
of
characters:
how
media
shows
a
group
rather
than
how
they
actually
are.
People
are
represented
through
their
clothes,
body
language,
colours
used,
facial
expression
etc
Girls
–
like
pink,
like
make-­‐up,
feminine
Teenagers
–
hoodies,
asbo,
gangs
Rock
–
black,
grungy,
scruffy,
anarchy
Businessman
–
smart,
competitive,
Women
–
beautiful,
slim,
Genre
A
‘group’
of
media
texts
which
are
of
a
similar
type
or
category
Horror,
rom
com,
action,
pop,
indie,
reality
tv,
soap,
news
etc
Narrative
Narrative
structure
The
organisation
of
the
story
presented
to
the
audience
Equilibrium,
Disequilibrium,
New
Equilibrium
Happy
beginning,
problem
occurs,
problem
solved
for
a
happy
ending.
Images
can
show
a
stage
of
the
narrative
structure
–
Advert
can
show
happy
‘girl’
after
buying
product
–
new
equilibrium:
problem
solved
by
buying
product.