Intertextuality

~ when a media text makes reference to another text that, on the surface, appears to be unique and distinct.

Example:In fan fiction, authors enter the fictional worlds of other authors and create their own stories. For example, a Lord of the Rings fan fiction might tell the story of minor characters or add new characters to the world of Middle Earth. Sometimes, fan fiction becomes extremely successful in its own right – 50 Shades of Grey was originally written as Twilight fan fiction.

Jolts~ moments in a media text that are generated by a broad comedy, a violent act, movement within a frame, a loud noise, rapid editing, aprofanity or a sexually explicit representation, all of which are calculated to engage an audience's excitement.

Example:

Marketing ~ the way in which a product or media text is sold t

o a target audience, is a widely used term to describe the communication between a company and the consumer audience that aims to increase the value of the company or its merchandise or, at its simplest, raises the profile of the company and its products in the public mind.Example:

Mass Media~ refers to those media that are designed to be consumed by large audiences through the agencies of technology.

~ the process of understanding and using the mass media in an assertive and non-passive way. This includes an informed and critical understanding of the nature of the media, the techniques used by them and the impact of these techniques.

Media Literacy

Medium~ the singular form of media, the term usually describes individual forms such as radio, television, film, etc.

PRODUCTION VALUES(film, performing arts) A method, material, or stagecraft skill used in the production of a motion picture or artistic performance; the technical quality of such a method, material, or skill.

EXAMPLE:

PRODUCTION PLACEMENT

An advertising technique used by companies to subtly promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media.Product placements are often initiated through an agreement between a product manufacturer and the media company in which the media company receives economic benefit. A company will often pay a fee to have their product used, displayed, or significantly featured in a movie or show.

EXAMPLES:

SYNERGY- the combination of two separate media texts or

products that share similar characteristics so that one helps

market the other.

EXAMPLE:

- the quality of a media text by which it appears to the natural rather than constructed. For example: when an

organization (corporate, government, etc.) holds a meeting and the proceedings are open to the public and the press, and the

meeting is publicized via one ot more of the following methods, there is a less

opportunity for the organization to abuse the system of information delivery in their own

interest.

- the process by which a media company acquire another elsewhere in the production process. Is also

the degree to which a firm owns its upstream suppliers and its downstream buyers. Contrary to

horizontal integration which is consolidation of many firms that handle the same part of the

production process, vertical integration typified by one firm engage in different parts of production.

VERTICAL INTEGRATION

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Presented by: Randel Rea