Media Terminology
ABC figures
The Audit Bureau of Circulations is responsible for measuring the reach of different media across a
range of platforms.
Aberrant reading
A reading of a product which does not recognise the preferred meaning but produces instead a
deviant or unanticipated reading.
Action code
A narrative device by which a resolution is produced through action eg a gun fight.
Active audience
The theory that media audiences do not just consume a text passively, they actively engage with it
because of personal and social contexts.
Actively purchased circulation
A term used by the industry to describe the copies of a magazine purchased by an individual. This
includes single copy purchases, subscription, sales and retail.
Advertising campaign
A campaign run by an advertising agency which incorporates all of the ways in which a product,
event or service is beneficial to the audience. This can be in the form of packaging, television, print
and online adverts.
Advertising spots
These are the spaces in commercial breaks that are sold to advertisers. Most spots are around 30
seconds but can vary in length.
Advertorial
An advert that is presented in the form of editorial content.
For example, an advertorial vlog is an advert presented by a vlogger in their usual editorial style.
,Agenda setting
The importance ascribed to news stories by news media. Those deemed most important will take
prominence in coverage.
Algorithm
A process or set of rules which when followed in calculations will solve a problem or complete a task
– for example, they are used to determine which adverts are most suitable for a particular website.
Alley
The space between columns of text.
Anchorage
The text (copy) that fixes (anchors) an image and its meaning.
Antagonist
In a plot, the character whose function is to disrupt the protagonist – often, but not always, a villain.
Anthology series
A series that is a collection of free-standing episodes – each episode features a completely different
set of characters and storyline.
Artificial Intelligence
The branch of computer science which focuses on the capacity of machines to simulate human
behaviour.
Archetype
A universal type of character found in various media texts, eg anti-hero, hero.
Audience
The people who are intended to see, hear, consume a media text.
, Audience positioning
Each media text that is constructed to position its intended audience in a particular place and to
respond in a certain way to it.
Audience surrogate
A character in a text that stands in for the audience. They may think and act as the audience might in
the same situation.
Audio streaming
Listeners can click on a link to play a radio programme instantly. It is used to increase the global
reach of radio programmes so that people can access radio content from abroad.
Augmented reality
Computer-generated content overlaid on a real-world environment, commonly used in video games.
Avatar
In gaming this is the player’s representation of themselves within the game.
BARB
Broadcasters’ Audience Research Board – the organisation that measures and collects television
viewing data in the UK.
Bardic function
An analysis of television and its role as ‘Bard’ within society today.
BBFC
British Board of Film Classification – responsible for deciding the age classification and censorship of
all films and video content released in the UK.
Below the line advertising
An advertising strategy where the product is promoted on platforms other than radio, television,
billboards, print and film.
ABC figures
The Audit Bureau of Circulations is responsible for measuring the reach of different media across a
range of platforms.
Aberrant reading
A reading of a product which does not recognise the preferred meaning but produces instead a
deviant or unanticipated reading.
Action code
A narrative device by which a resolution is produced through action eg a gun fight.
Active audience
The theory that media audiences do not just consume a text passively, they actively engage with it
because of personal and social contexts.
Actively purchased circulation
A term used by the industry to describe the copies of a magazine purchased by an individual. This
includes single copy purchases, subscription, sales and retail.
Advertising campaign
A campaign run by an advertising agency which incorporates all of the ways in which a product,
event or service is beneficial to the audience. This can be in the form of packaging, television, print
and online adverts.
Advertising spots
These are the spaces in commercial breaks that are sold to advertisers. Most spots are around 30
seconds but can vary in length.
Advertorial
An advert that is presented in the form of editorial content.
For example, an advertorial vlog is an advert presented by a vlogger in their usual editorial style.
,Agenda setting
The importance ascribed to news stories by news media. Those deemed most important will take
prominence in coverage.
Algorithm
A process or set of rules which when followed in calculations will solve a problem or complete a task
– for example, they are used to determine which adverts are most suitable for a particular website.
Alley
The space between columns of text.
Anchorage
The text (copy) that fixes (anchors) an image and its meaning.
Antagonist
In a plot, the character whose function is to disrupt the protagonist – often, but not always, a villain.
Anthology series
A series that is a collection of free-standing episodes – each episode features a completely different
set of characters and storyline.
Artificial Intelligence
The branch of computer science which focuses on the capacity of machines to simulate human
behaviour.
Archetype
A universal type of character found in various media texts, eg anti-hero, hero.
Audience
The people who are intended to see, hear, consume a media text.
, Audience positioning
Each media text that is constructed to position its intended audience in a particular place and to
respond in a certain way to it.
Audience surrogate
A character in a text that stands in for the audience. They may think and act as the audience might in
the same situation.
Audio streaming
Listeners can click on a link to play a radio programme instantly. It is used to increase the global
reach of radio programmes so that people can access radio content from abroad.
Augmented reality
Computer-generated content overlaid on a real-world environment, commonly used in video games.
Avatar
In gaming this is the player’s representation of themselves within the game.
BARB
Broadcasters’ Audience Research Board – the organisation that measures and collects television
viewing data in the UK.
Bardic function
An analysis of television and its role as ‘Bard’ within society today.
BBFC
British Board of Film Classification – responsible for deciding the age classification and censorship of
all films and video content released in the UK.
Below the line advertising
An advertising strategy where the product is promoted on platforms other than radio, television,
billboards, print and film.
