Media Studies key terms

An action that moves a narrative forward and creates an expectation of a further event or consequence.

An audience that interprets media messages and uses media for its own purposes, rather than simply absorbing meanings.

A person's sense of who they currently are.

The transformation of an existing work into a different media form, such as a novel becoming a television drama.

A paid promotional message placed in media space or airtime.

Paid promotional content presented in the style of an editorial article.

A rating indicating the age group for which a media product's content is suitable.

The ability of a person or character to make choices, act independently and influence events.

The process through which media selection, prominence and repetition can influence which issues audiences regard as important.

The use of one element, often words accompanying an image, to narrow possible interpretations and guide audiences towards an intended meaning.

A central character who performs heroic actions but lacks some conventional heroic qualities, for example by breaking rules or behaving aggressively.

The assessment objective requiring knowledge and understanding of the theoretical framework of media, and of media contexts and their influence on products and processes.

A recurring character role or pattern, such as the hero pursuing a goal, recognised across different stories.

Advertising Standards Authority: the UK body that administers advertising standards, including rules requiring advertising to be obviously identifiable.

The people who watch, read, listen to, play or otherwise use a media product.

The ways people access and engage with media products, such as watching television, listening to radio or playing a video game.

The attention or involvement audiences give a product, measured through indicators such as time spent using it or interactions with its content.

The division of audiences among an increasing range of products, channels and platforms.

The meaning an audience member makes from a media product.

The ways a media product encourages its audience to adopt a particular viewpoint towards what it represents.

The number of people exposed to a media product within a stated period.

An audience member’s emotional reaction, judgement or action in relation to a media product.

Dividing an audience into groups with shared characteristics so that products and marketing can be targeted more precisely.

An element of sound that communicates meaning, such as music, dialogue, voiceover or a sound effect.

The impression that an artist is genuine and true to their musical identity. This impression can itself be carefully constructed through presentation and marketing.

A character through which a player acts or represents themselves in a game.

The British Board of Film Classification, which classifies films and video content and provides advice about potentially unsuitable material.