media termenology

• AUDIENCE POSITIONING

  The way in which media products place audiences (literally or metaphorically) in relation to

  a particular point of view. For example, audiences may be positioned with a particular character or positioned to adopt

  a specific ideological perspective
• BINARY OPPOSITES

  Where texts incorporate examples of opposite values; for example, good versus evil, villain

  versus hero. These can be apparent in the characters, narrative or themes.
• Broad sheet

  A larger newspaper that publishes more serious news, for example The Daily Telegraph has maintained

  its broadsheet format.
• CIRCULATION The dissemination of media products to audiences/users - the method will depend on the media form

  e.g. circulation of print magazines, broadcast of television programmes etc
• CONVERGENCE The coming together of previously separate media industries and/or platforms; often the result of

  advances in technology whereby one device or platform contains a range of different features. The mobile phone, for

  example, allows the user to download and listen to music, view videos, tweet artists etc. All this can be done through

  one portable device.
• DEMOGRAPHIC CATEGORY A group in which consumers are placed according to their age, sex, income, profession,

  etc. The categories range from A to E where categories A and B are the wealthiest and most influential members of

  society.
• DISTRIBUTIONThe methods by which media products are delivered to audiences, including the marketing campaign.

  These methods will depend upon the product (for example, distribution companies in the film industry organise the

  release of the films, as well as their promotion).
• DIVERSIFICATION Where media organisations who have specialised in producing media products in one form move

  into producing content across a range of forms
• ENCODING AND DECODINGMedia producers encode messages and meanings in products that are decoded, or

  interpreted, by audiences.
• HEGEMONY This derives from the theory of cultural hegemony by Antonio Gramsci. Hegemony is the dominance of

  one group over another, often supported by legitimating norms and ideas. For example, the dominant social position in

  society is taken by men and the subordinate one by women.