REPRESENTATION - to represent something is to describe, or depict it or to call it up in the mind by description or portrayl. To represent also means to symbolise, stand for, and to be a substitue for.
MEDIATION/MEDIATED - a negotiation to resolve differences that is conducted by some impartial party.
STEROTYPE - An oversimplified, sometimes humorous representation which isusd to categorise and evaluate members of a particular group.
HEGEMONIC NORM - The processes by which dominant culture maintains its dominant position: for example, the use of institutions to formalize power; the employment of a bureaucracy to make power seem abstract (and, therefore, not attached to any one individual); the inculcation of the populace in the ideals of the hegomonic group through education, advertising, publication, etc.; the mobilization of a police force as well as military personnel to subdue opposition.
IDEOLOGY - a system of ideas and ideals. This is a complex concept - in its basic form it is a set of ideas or beliefs which are held to be acceptable by the creators of a media text. For example, a text might be described as having a feminist ideology, meaning it promotes the idea that women are the equal of men and should not be discriminated against on the grounds of gender.
SEMIOTICS - The study of signs, symbols and their use or interpretation.
CONNOTATION - a meaning attributable to an image beyond the obvious denotational level. Meanings can be metaphorical, symbolic or culturally genrerate and will vary line with the cultural background and attitudes, beliefs and values of the individual viewing the material.
SIGNIFIES - be an indication/symbol of.
SIGNIFIER - A sign’s physical form as distinct from its meaning e.g. sound, printed word or image.
Iconic – a mode where the signifier is seen as resembling or imitating the signified e.g. Portrait, cartoon.
Indexical – a
mode where the signifier is directly connected in some way to the signifier.
Symbolic – a mode where the signifier does not
resemble the signified but is determined
by chance so e.g. language in general (alphabet, punctuation)
Binary opposites – a
pair of related terms or concepts that are opposite in meaning, e.g.
good vs. evil in ‘Batman: The Dark Knight’.
MODE OF ADDRESS - in narrative studies, the way in which media texts talk to an audience.
ANCHORING - fixing of a meaning e.g. the copy text anchors (ie fixes to one spot) the meaning of an image (for instance, a single rose, that could be used for an ad for anything from a dating agency to a funeral home) in a print advertisement.
CONVENTIONS - The widely recognised way of doing something - this has to do with content, style and form.
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