The consumers of media work. The receivers of media messages. (e.g. radio audience, television audience, newspaper readers).

This is how a target audience/market is determined to assist companies and organisations develop production, marketing and promotional strategies. It can include information about people's age, gender, education, occupation, income, lifestyle, media interests.

Values are what individuals or groups think are important and hold to be of worth. (e.g. justice, honesty, education) The audience's values are considered by producers to ensure media work appeals to them. Audience values can be reflected in the media work, or an audience's values can be challenged by a media work, depending on the intent of the producer.

The variety of consumers of media work. The many receivers of media messages. (e.g. radio audiences, television audiences, newspaper readers).

Audio codes: the sound within the shot or scene that creates meaning. - Dialogue: what the characters say and their interactions with other characters reveal the narrative to the audience. (e.g. an accent can represent the cultural context of a character). - Music: used to create feeling or atmosphere within a scene. - Sound effects: natural sound effects and digitally constructed sound effects can enhance the narrative and create realism. - Laugh tracks and applause tracks: used in a studio setting, this suggests audience interaction with the studio live performance. This enhances the experience for the audience watching the pre-record later.

Communication is the exchange of messages between a sender and a receiver via a medium. This is the basic communication model. The receiver's response or feedback is part of the model and consideration of the context(s) in which communication takes place is also important. (e.g. contemporary or past era) Refer to Laswell's or Shannon and Weaver's models for further information.

Expression, gesture and posture can indicate how a character is feeling (e.g. a frown, crossed arms and the head tilted to the side may mean a person is confused).

Low camera angle (camera is looking up at the character) makes the character appear large and powerful, eye level shot (camera is eye level to the character) represents a neutral viewpoint), high camera angle (looking down at the character) makes the character appear weak or vulnerable.

Also known as 'shot size' or 'framing'. Extreme close up (frame or screen is filled with a portion of an image for dramatic effect or emphasis by drawing attention to one, essential detail), close up (focus of frame is the head and shoulders of character- used to emphasise an important detail that the audience might otherwise miss or to show a reaction or what the character is saying), mid or medium shot (framing is from the head to waist of character - used in news anchorage and interviews as it focuses attention on what is being said. It is also used to show the interplay between characters and good for showing action), long shot (or wide shot) and extreme long shot (also known as establishing shot) allow setting and action to be established.

To record images or sound on a device. Also, the process of importing clips into an editing program.

A person who is well known or celebrated within a society. Celebrities are often created by the media. Certain values are attached to celebrities and this creates an appeal to the people who admire them.

A way of regulating the content in media work to ensure it is appropriate for the intended audience. This can be determined by government bodies, industry organisations or self-censorship.

A way of identifying the suitability of media work for an audience. Often discussed in reference to controls and constraints. (e.g. PG rated films are not recommended for viewing or playing by persons under 15 without guidance from parents or guardians).

Codes are the tools we use to create meaning and to construct and analyse media work. Codes include Technical Codes (the ways we create meaning by how we record an image), Symbolic Codes (the ways we create meaning by what we see in an image), Audio Codes (the ways we create meaning through the use of sound) and Written Codes (the ways we construct meaning through the use of text). Conventions are repeated ways of constructing media works, using codes that, over time, have become accepted by audiences. (e.g. a fade to black indicates time has passed; a scene of a car chase will include dramatic music) The meanings that are constructed by codes and conventions are culturally determined.

Used within a shot can carry symbolic meaning, which may be culturally specific. The use of the colour red can indicate danger in Western societies but happiness in some Eastern cultures.

These are formal and/or informal elements that influence and limit what the producer of a media work can and can't include in a production. These elements may include political, technical, legal (including classification, regulations, censorship), ethical, financial, genre, audience, community expectations and time considerations.

Because media work is created in a particular time and place, its production and consumption are influenced by the social, cultural, political, historic and economic conditions of that time and location. The production context will influence the content of media work and the viewing, listening and interacting context may have an influence on audience response and interpretation. (e.g. a 1950s sit com may feature a stay at home mother while one made in the 2000s may feature a working mother).

Because media work is created in a particular time and place, its production and consumption are influenced by the social, cultural, political, historic and economic conditions of that time and location. The production context will influence the content of media work and the viewing, listening and interacting context may have an influence on audience response and interpretation. (e.g. a 1950s sit com may feature a stay at home mother while one made in the 2000s may feature a working mother).

These are formal and/or informal elements that influence and limit what the producer of a media work can and can't include in a production. These elements may include political, technical, legal (including classification, regulations, censorship), ethical, financial, genre, audience, community expectations and time considerations.

Characters' costumes can suggest a period of time or occupation or character trait.

Refers to the context in which a group's history, ethnicity, ideology, religion, politics and traditions influence the behaviour and belief systems, making it distinct from other groups.

Sequencing of texts, images and sounds in media work to remove unwanted material or to construct a narrative. For example, the arrangement of audio-visual content in film and the arrangement of photographs in a magazine spread. (This does not refer to proofing of work as in English, although constant modification is often part of the editing process).

This is a term used to classify media work according to their use of repeated, recognisable and predictable sets of codes and conventions and narratives. (e.g. film genres include horror, musicals, documentary and science fiction; TV genres include sport, news and reality shows; video game genres include first person shooter, real time strategy).

In the traditional sense, this is someone who has performed a courageous or admirable act or conducted themselves in a way that society deems to be of significant worth. Heroes are also figureheads who come to represent an ideal within a culture. They embody characteristics that are admired by audiences and valued by society (e.g. the main character in a film may be a fireman who risks his life to save others).

A simple picture or image that symbolises or represents something by suggesting its meaning. Today the term is more commonly used to describe a visual representation on the screen of a device which allows you to access a programme/file/command stored in your computer or mobile phone (eg the image of a rubbish bin on a computer for deleting files).

The audience producers have in mind when creating a media work. Often referred to as target audience.

A symbol or image that represents a company or organisation, designed to promote instant recognition by a mass audience.

Media that are capable of reaching a large audience. Traditional forms of mass media are television, radio, print and the cinema. A more contemporary example includes the internet.

This is the embedded or encoded message, ideas, mood or story created by the media producer through the use of codes and conventions to represent an idea, message or point of view. The audience decodes this message or meaning, however, audience context may affect the meaning the audience draws from the media work.

Refers to any media product.

Used to create feeling or atmosphere within a scene.

Narrative is a chain of events in a cause and effect relationship occurring in time and space. It is created through the interaction of the narrative elements of setting, character, conflict and resolution.

The use of repeated codes and techniques that contribute to the creation and construction of the narrative specific to each media type or genre. (e.g. In a documentary, using interviews with a number of witnesses to establish information; the use of a chase sequence to show interaction between antagonist and protagonist in an action film; a third person point of view is adopted in newspaper articles).

This is the way the chain of events or cause and effect are manipulated to form a plot (e.g. linear (beginning, middle, end), multiple plots, reverse chronological order).

This is the way the chain of events or cause and effect are manipulated to form a plot (e.g. linear (beginning, middle, end), multiple plots, reverse chronological order).

Traditional media include film, radio, television and newspapers. The reference to new and emerging technologies accounts for all media that are not considered one of the traditional media. They are constantly evolving, and include technologies such as the internet and mobile devices.

This is the intended meaning constructed by a media producer to position the audience to interpret a media work in a particular way (e.g. in a film we are encouraged to feel sympathy for an orphan, in a documentary we are encouraged to support a ban on whaling). It may also refer to the point from which the narrative is presented or refer to the point of view of a character, the director or the audience.

The process through which media work is created. Pre-production involves planning, including the sourcing of funds, scripting, design and logistical organisation. Production is the actual making of the media work. Post-production involves the editing or refinement of the media work which is marketed, sold and distributed for consumption.

The processes through which media work is created. Pre-production involves planning, including the sourcing of funds, scripting, design and logistical organisation. Production is the actual making of the media work. Post-production involves the editing or refinement of the media work which is marketed, sold and distributed for consumption.

The objects used within a scene can create a sense of realism as well as adding meaning (e.g. the audience would make different assumptions about a person driving a Rolls Royce and someone driving a Ferrari).

The agreed procedures to be followed to ensure media work is produced respectfully and sensitively. For example, in the school context, permission needs to be sought for talent and materials should not be unlawfully copied.

This is the process by which real life ideas, people, events, cultures, places and objects are constructed and re-presented in media work. It is not possible to present reality; everything seen or heard in the media is a re-presentation of the real thing.

This is the process by which real life ideas, people, events, cultures, places and objects are constructed and re-presented in media work. It is not possible to present reality; everything seen or heard in the media is a re-presentation of the real thing.

When undertaking group productions, individuals may take on roles that reflect actual media industry roles such as director, editor, scriptwriter or set design.

All media representations undergo selection processes. Some elements of reality are selected (e.g. who to interview, what shots to use, where to film) and emphasised (e.g. use a close up to draw attention to a particular aspect to influence the audience's interpretation) over others, and some are omitted (e.g. when only one side of an argument is shown).

This can establish time and place and indicate possible action (e.g. a setting of London in 1940 would suggest a wartime narrative).

An image used to convey information or an instruction. For example, a stop sign.

The unwritten rules by which a community lives, based on their shared values and attitudes. They are often embedded in a media work.

The unwritten rules by which a community lives, based on their shared values and attitudes. They are often embedded in a media work.

Natural sound effects and digitally constructed sound effects can enhance the narrative and create realism.

Originally the term was coined from Hollywood and used to describe an actor or actress who had a starring or lead role in a film and whose name could be used to promote those films. Today, the term star includes people celebrated in the media for their talent, achievements or appearance in other entertainment industries such as television, music, dance and sport.

When representations are simplified, exaggerated and repeated they become naturalised. They are constructed through selection processes that emphasise and exaggerate a small range of attributes (e.g. dumb blondes, evil scientists).

The organisation of media techniques, by the producers of media work, that creates a distinctive appearance, mood or tone, through the choice and manipulation of all elements of construction. Producers may develop an individual style or adopt a known style.

Symbolic codes: elements within the frame or shot that carry symbolic meaning. - Costume: characters' costumes can suggest a period of time or occupation or character trait. - Setting: this can establish time and place and indicate possible action (e.g. a setting of London in 1940 would suggest a wartime narrative). - Body language: expression, gesture and posture can indicate how a character is feeling (e.g. a frown, crossed arms and the head tilted to the side may mean a person is confused). - Objects: the props used within a scene can create a sense of realism as well as adding meaning (e.g. the audience would make different assumptions about a person driving a Rolls Royce and someone driving a Ferrari). - Colour: used within a shot can carry symbolic meaning, which may be culturally specific. The use of the colour red can indicate danger in Western societies but happiness in some Eastern cultures. (Mise-en-scene: the combination of symbolic elements 'within the scene' that creates meaning).

Are something that stands for or represents something else. Its meaning is derived from a shared understanding. (e.g. a ring symbolises love and marriage).

When undertaking group productions, individuals may take on roles that reflect actual media industry roles such as director, editor, scriptwriter or set design.

Technical codes: the use of technology to create meaning within a shot or sequence. - Camera shots/shot size: extreme close up (frame or screen is filled with a portion of an image for dramatic effect or emphasis by drawing attention to one, essential detail), close up (focus of frame is the head and shoulders of character and is used to emphasise an important detail that the audience might otherwise miss or to show a reaction or what the character is saying), mid or medium shot (framing is from the head to waist of character and is used in news anchorage and interviews as it focuses attention on what is being said. It is also used to show the interplay between characters and good for showing action), long shot (or wide shot) and extreme long shot (also known as establishing shot) allow setting and action to be established. - Camera angle: low camera angle (camera is looking up at the character) this makes the character appear large and powerful, eye level shot (camera is eye level to the character) this represents a neutral viewpoint), high camera angle (looking down at the character) this makes the character appear weak or vulnerable. - Camera movement: camera pan (can follow the action) or zoom in or out (can be used to draw attention to a particular feature of a character, setting or object). - Shot duration: length of time of individual shots. (e.g. a long shot duration can create calm and peace whereas a series of short shots can create tension). - Lighting: manipulation of natural or artificial light can be used to draw attention to important detail because the eye will be drawn to well-lit parts of the frame. Light and shadow can also be used to create mood or atmosphere. - Special effects: often used to create realistic representations of implausible actions and settings or to manipulate images or shots for artistic effect (e.g. the use of ray guns in a Science Fiction film or a person surviving a fall from a 20 storey building).

Tools and processes which are essential for producing, accessing and distributing media.

Changes in media technologies, practices and consumption, with consideration of its impact on audiences. For example, the trend for comics to become feature films or TV series, or the trend for documentaries to contain more conventions traditionally used in feature films.

Values and attitudes are embedded in media work. Values are what individuals or groups think are important and hold to be of worth (e.g. justice, honesty, education). Dominant Values are those values that are widely shared among a group, community or culture in a particular context. Attitudes are the positions held or responses an individual or group make, as a result of their values. (For example, when honesty and justice are valued, then an attitude towards stealing might be that anyone who steals should be sent to prison).

Viewpoint is the expression of an opinion from a particular angle or position. It is the perspective through which an issue is viewed and can be determined by factors such as an individual's context of age, gender and ethnicity.

Viewpoints are the expressions of opinions from a particular angle or position. It is the perspectives through which an issue is viewed and can be determined by factors such as an individual's context of age, gender and ethnicity.

Written codes: the way words are used, written and positioned helps to establish meaning or to enhance the narrative. - Signs: such as street signs are often used within the narrative for a particular meaning. - Titles and credits: the name of the media work, production crew and details contextualise the production context. - Text on screen: can establish the setting, or the authority of a character on a particular issue. - Headlines and captions: Newspapers and magazine headlines and captions use specific language for engaging with audiences, and are used to anchor the meaning to images. - Taglines and slogans: usually a one-line representation of a media work used in marketing. - Speech bubbles: comic books and strips place text in a bubble above a character's head to indicate dialogue.