terminology

action code

Something that happens in the narrative that tells the audience that some action will follow

active audiences

Audiences actively engage in selecting media products to consume and interpreting their meanings

ancorage

The words that accompany an image (still or moving) contribute to the meaning associated with that image.

appeal

The way in which products attract and interest an audience

arc of transformation

The emotional changes a character goes through in the process of the narrative. The events in the story mean that they will 'transform' by the end of the story.a

aspirational

In terms of a media text, one that encourages the audience to want more money, up-market consumer items and a higher social position.

audience categorisation