
Key words for GCSE Media Studies
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active |
An active audience engages with and responds to a media text.
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passive |
A passive audience observes and accepts a media text without questioning it.
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mainstream |
If something is mainstream, it means it attracts a wide-ranging audience.
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niche |
If something is niche, it means it attracts a specialist audience.
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consumption |
Consumption refers to how an audience uses a media text.
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mode |
The mode of address refers to how the media text speaks to its audience.
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address |
The mode of address refers to how the media text speaks to its audience.
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positioning |
Audience positioning refers to how the audience is positioned in relation to the text.
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bias |
A bias is a one-sided view of something.
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preferred |
Preferred reading refers to how the producer of the work would ideally like the audience to respond to it.
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reading |
Preferred reading refers to how the producer of the work would ideally like the audience to respond to it.
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dominant |
The dominant reading is how most members of the audience interpret the text.
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oppositional |
An oppositional reading is when the audience disagrees with the message of the text.
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negotiated |
A negotiated reading is a compromise between the dominant reading and the oppositional reading of a text.
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segmentation |
Segmentation refers to an audience that is divided.
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primary |
Primary research is done by the researcher.
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research |
Primary research is done by the researcher.
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secondary |
Secondary research is when you consult research that has been done by someone else.
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