Topic B: Understanding Media Messages

Which term is being described?

The process of making conscious or subconscious decisions when selecting and receiving the content of a media product.

• Construction

• Anchorage

• Presence

• Absence

In media, what do we mean by "text"?

• Anything written

• A book, script, magazine or newspaper

• Any media

• A book

Which is term is being described?

The sign, what you can physically see - a word, colour, image, sound & the most basic meaning of a sign

• Signifier & Denotation

• Signified & Connotation

What is subversion?

• The classification of any media text into a category or type

• What we expect to see from a certain media genre

• Diverting from genre codes and conventions

What is a preferred reading?

• Decoder partially accepts meaning but also partly modifies it to fit their own view

• Decoder understands meaning but rejects it

• Decoder accepts meaning

• Decoder creates their own interpretation

What is a passive viewer?

• A viewer who complies with the intended message

• A viewer who filters & negotiates the intended message

How is anchorage being used in this advertisement?

• Image of Gareth Bale

• Image of Lucozade bottle

• Text “In a different league”

• Blue background

Which term is being described?

The process of deconstructing a meaning when producing a message

• Encoding

• Decoding

The Hypodermic Model, does this refer to active or passive viewers?

• Active

• Passive

What might the colour yellow connotate?

• Passion, danger & daring

• Wealth, success & wisdom

• Trust, strength & professional

• Warmth, optimism & caution