Representation - Re-present a filtered version of reality to the audience; it is not the real world but a mediated version of the world., Narrative - Is the linking of cause and effect to tell a story which arises out of a specific context., Subculture - A group existing within the main culture with different beliefs. , Point of view - From whose eyes does the audience see the story unfold?, Symbolic codes - Setting, colour, body language, clothing and objects., Audience - Complex groups of people with histories, experiences and values which they bring to their consumption of media texts., Media theory - Refer to any model or study which examines the impact media content has on a mass audience or explains a concept, supported with evidence relating to mass media., Theme - The main message which recurs throughout the narrative., Niche audience - A focused, small, targeted segment of the audience., Hall's Reception theory - How an audience is positioned to view a text: dominant, negotiated or oppositional reading., Values - Something people believe in or aspire to., Ideologies - Refer to a set of beliefs or practices that enable a society to function in an organised way., Encoding/decoding - Meaning is created through the choice of specific codes, conventions and techniques. The audience unpacks the meaning based on their demographic metrics., Technical codes - Camera angles, shot sizes, lighting, camera movements, editing, composition. , Context - deals with the society of the text including the time and place, values and attitudes and includes historical, cultural, political and social impacts., Conventions - Accepted ways of using filmic techniques to construct meaning., Preferred meaning - The audience shares and accepts the intended meaning., Agenda Setting - Posits that the media can't tell the audience what to think , but can tell them what to think about. Characteristics include framing, priming and gatekeeping, Reinforcement Theory - Joseph Klapper promoted the idea that audiences would be more likely to accept and support an idea if it already aligned with their pre-existing values and ideas. Characteristics include: selective exposure, selective retention, selective perception, Negotiated meaning - The audience understands the dominant position but doesn't necessarily subscribe to that ideology, Oppositional reading - Whilst understanding the dominant meaning, the audience chooses to reject it.,

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