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• codes are system of signs that when put together create meaning
• convention are generally established and accepted ways of doing something somiotics is a study of sign
• establishing shot - often used at the beginning of a scene to indicate the location or setting, it is usually a long shot taken from a neutral position
• POV - shows a scene from the perspective of a character or one person
• over the shoulder shot - often used in dialogue scenes, a frontal view of dialogue partner from the perspective of someone standing behind and slightly to the side of other partner, so that parts of both can be seen
• reverse angle shot - a shot from the opposite perspective ,e.g., after an over-the-shoulder shot
• reaction shot - short shot of character's response to an action
• insert shot - a detail shot quickly gives visual information necessary to understand the meaning of a scene, for example a newspaper page, or a physical detail
• hand held camera - the camera is not mounted on a tripod and instead is held by the cameraperson, resulting in less stable shots
• audiences - a group of people exposed in experiencing media; they can physically present at the event while other audiences are not. ___ are not always plural for there are instances when it is an individual solely exposed to the media
• audience - a highly valued concept in a media and information production
• mass audience - a convenient term applied to huge numbers of people who constitute the audiences of popular and/or mass culture
• audience fragmentation - a term used to describe the creation of smaller and less heterogeneous. basically, media products become specialized to meet the demands of target audiences.
• the payne fund - conducted a research to assess the effect of media on children
• Paul Lazarsfeld, Bernard - "Media is the first step, and opinion leaders are the second step"
• 12 types of social media users

  ultras

  deniers

  dippers

  virgins

  lurkers

  peacock

  ranters

  ghosts

  changelings

  quizzers

  informers

  approval-seekers
• the ultras - obsessed with facebook or twitter, checking news feeds very regularly throughout the day
• the deniers - denies the control social networks have on their lives
• the dippers - uses their social media account infrequently, maybe only once every other day or even once per week
• the virgins - consists of people that are new to social networks and may find it difficult to make full use of them
• the lurkers - mainly hides and rarely participates in social media conversations
• peacock - competitive on facebook and twitter to get more friends and likes of followers than their friends
• the ranters - highly opinionated group online on facebook and twitter and use the opportunities of the networks
• the ghosts - uses fake names in order to stay anonymous, providing only little or no information about themselves for security reasons
• changelings - adopts entirely different personalities online as nobody will know about their real live identity
• the quizzers - actively asking questions on their network instead only posting updates or messages
• the informers - shares informations and links of interesting things with their friends and followers
• the approval-seekers - worries a lot about the feedback they will get when posting, commenting or tweeting information
• hypodermic needle theory - a theory proposed by Harold Laswell, it injects directly to the audiences; it views audiences as largely homogeneous and undifferentiated
• cultural effects theory - proposed by George Gerbner, 1976
• George Gerbner, 1976 - " Television cultivates viewers way of sensing and seeing the world"
• grammars of camera

  1. extreme long shot
  2. medium long shot
  3. long shot
  4. full shot
  5. close-up
  6. extreme close up, detail shot
  7. medium shot, mid shot, medium close-up shot
• Grammar of Camera - refers to the different types of shots used in filmmaking that convey meaning through visual composition.
• 7 point of views

  1. establishing shot
  2. pov shot
  3. reaction shot
  4. insert shot
  5. over the shoulder shot
  6. reverse angle shot
  7. hand-held camera