Key terms (incomplete)

Key Terms 

Definitions and Examples

Anchorage 

Definition: when a piece of media uses another piece of media to reduce the amount of connotations.

Example: caption on newspaper.

Encoding/Decoding

Definition: encoding of a message is the production of the message/decoding of a message is how an audience member is able to interpret the message and understand. 

Example: 

Polysemic

Definition: multiple meanings.  

 Example: red can mean passion or danger.

Stereotype

Definition: a widely held but fixed and oversimplified image or idea of a particular type of person or thing.

Example: female is the victim/damsel in distress (e.g. Scream).

Hypodermic Model

Definition: suggests that audiences are passive and that the media are able to inject the audience with a message and they will agree with it blindly. 

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