Introduction to Media Studies

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KEY MEDIA TERMS:

1. Media Language- media language refers to written, verbal, non-verbal, aural and aesthetic communication and usually a combination of these. In a tv drama the audience understands the events on screen due to the relationship between the camera angles, non-verbal performance (facial expressions etc.), diologue, lighting techniques, editing, and sound.                click here for more info on cinematic techniques
2. Form and Style- the form of a media text is its shape and structure and the combination of the 'micro' elements (dialogue, sound effects, editing and ambience. certain Forms of media demand a specific combination of these elements to suit their style. The form of a media text is instantly recognisable to the audience because of the combination of the elements that is used.
3. Convention- conventions are usually described as the 'ingredients' of a particular form or genre. For example a news bulletin has a range of necessary 'ingredients' which are expected by the audience, making conventions 'contractual' in nature.
4. Signification- signification is often applied within a theory called semiotics, the study of signs. everything we see caries a meaning. The basic meaning of the sign that most people can agree on and recognise is called the signifier. The more complex individual meanings that people give to things is called the signified. In media we must always remember that meaning is polysemic- every signifier has the potential to be given meaning by everyone that comes into contact with it.
5. Representation- media is just a 're' presentation of an outlook on reality. When looking at a piece of media we must decide whether it represents reality or a mediated version of the real world.
6. Audience- the audience is simply the target for a media text or product. Often, media texts appeal to a range of secondary audiences as well as the target and the way people respond often challenges expectation. For example it would be very easy to differentiate the audience for channel 4 drama from pirate radio playing mostly reggae music, on the other hand the 'remixing' and uploading of 'lord of the rings' scenes set to music on Youtube is unexpected audience behaviour that is hard to analyse. 
7. Creativity- creative skills operate on two levels: first the ability to use digital technology to make meaning so that the audience can respond easily to the text and second, the ability to engage and interest the audience.