Vocabulary

Binary Oppositions - The contrast between two mutually exclusive concepts or things that creates conflict and drives a narrative e.g. good/evil, day/night, male/female, presence/absence, old/young.

Diegetic - Sound whose source is visible on the screen or whose source is implied to be present by the action of the film: for example, voices of characters, sounds made by objects, like the dishes and bells going off in the Downton Abbey clip.

Non Diegetic - Sound whose source is neither visible on the screen nor has been implied to be present in the action: for example, sound effects which is added for the dramatic effect,
mood music.

Hegemony - Hegemonic - Leadership or dominance given in a certain situation. For example, the Primevil clip, where the lady who is dressed formaly is the boss.

Ideology - Ideas, values and beliefs in a society. Often taken for granted and are seen as 'common sense'.

Intertextuality -

Representation - are the ways in which the portrays particular groups, communities, experiences, ideas, or topics from a particular ideological or value perspective. For example, gender, ethinicity etc.

Iconography - A representation or a group of representations of a person, place, or thing, as a portrait or a collection of portraits. For example, in a Western movie, the iconography would be dusty, lonely roads, saloon bars, cowboy hats and horses, jails, sheriffs badges, guns etc.

Preffered Reading - Producers of a media text design it with a certain meaning in mind. They hope that audiences will decode their text in a certain way - particularly if the text is an advertisement. Preferred readings are those which tie in with hegemonic beliefs.

Oppositional Reading - The audience rejects the message that is being given to them.

Archetype - A model that other aspects can be patterned upon. The perfect example of a type or group. For brand purposes, begin by thinking of archetype as a "typecast" or "personality type".

Stereotype - Stereotypes are negative (usually) representations of people that rely on preconceived ideas about the group that person is perceived as belonging to. It is assumed that an individual shares personal characteristics with other members of that group eg blondes are all stupid, accountants are all boring. Stereotypes may be considered dangerous, as they encourage audiences to think large groups of people are all the same, and often have the same negative characteristics.

Verisimilitude - The appearence of being true or real. In a narrow sense, the likeness or semblance of a narrative to reality, or to the truth. For example, realistic plot or images of a movie that make it seem quite realistic, so in Superman, "You'll believe a man can fly!", as the audience did. The world Superman inhabits establishes that he can fly and so feels true and 'real'.

High Key Lighting - A style of lighting for film, television, or photography that aims to reduce the lighting ratio present in the scene. It is usually free from dark shadows.

Low Key Lighting -

Contrapuntal Sound - Refers to sound which does not seem to 'fit' with the scene or images you are watching. For example, the song "Over the Rainbow" is used in a violent scene, but is actually being used to calm a frightened boy, which is contradictory to the song and scene.

Ambient Sound - The normal sound which exists in a particular scene or location, for example, traffic noise, bird sound and crowd chatter.

Foley - The reproduction of everyday sound effects that are added to film, video and other media in post - production to enhance audio quality. For example, these reproduced sounds can be anything from the swishing of clothing and footsteps to squeaky doors and breaking glass.

Dramatic Irony -

Ellipsis -  Concerns the omission of a section of the story that is either obvious enough for the public to fill in or concealed for a narrative purpose, such as suspense or mystery.

Propp's Character Theory - A character theory is used to understanding media, such as print or electronic media texts or productions such as films and plays. It is useful for analysing and understanding media in which people take on the role of an actor or social actor. Vladimir Propp developed a character theoryfor studying media texts and productions, which indicates that there were 7 broad character types in the 100 tales he analysed, which could be applied to other media:
- The villain (struggles against the hero)
- The donor (prepares the hero or gives the hero some magical object)
- The (magical) helper (helps the hero in the quest)
- The princess (person the hero marries, often sought for during the narrative)
- The false hero (perceived as good character in beginning but emerges as evil)
- The dispatcher (character who makes the lack known and sends the hero off)
- The hero [AKA victim/seeker/paladin/winner, reacts to the donor, weds the princess

Todorov's Narrative Theory - Most stories or plot lines follow the same pattern or path. There are 5 steps in this pattern.
The first being Equilibrium - the first part of the story will display a happy start, where the majority of characters are content and everything is as it should be. For example, in the simpsons movie, in the first part everything is normal and Homer is just doing chores.
The second is A Distruption - the second part of the story will feature a problem or some thing will disrupt the happiness. In the Simpsons it begins when Homer save the pig.
The third being Realisation - this part of the plot is when everyone realises the problem and it is a chaos. So, the simpsons are kicked out of Springfield and are forced to move to Alaska.
The forth being Restored Order - the part of the plot is when the characters attempt to repair the damage and restore the problem. So, the simpsons go back and save Springfield.
The fifth being Equilibrium again - this is the final part of the plot where the problem is resolved and the normality can resume again. So, the dome is blown up and everyone is free.

Restricted Narrative - the information that is witheld from the audience.

Omniscient Narrative -

Linear Narrative - this is when the naration will go in a straight line n- normally in chronological order. For example, Pulp Fiction or Slumdog Millionaire.

Episodic Narrative - this is when the narrative is organised as an abstarct series.

Above the Line Costs - costs incurred during the production of an advertising commercial that are associated with the creative side of it. These costs include those incurred for actors, music and photography. As creativity cannot be measured directly, above-the-line costs may have little correlation with the creativity of an advertisement or commercial.

Below the Line Costs -

Diegesis - a narrative or a plot, typically in a film.

Enigma Code -  a question that is not immediately answered and thus draws an audience into a text
eg. a body is discovered at the beginning of a tv detective drama. The killer's identity is an enigma. We watch to find out who the killer is.

Continuity Editing - a system of cutting used to maintain continous and clear narrative action by following a set of rules/ orders.

High Concept Film -

Juxtaposition -

Key Light - The purpose of the key light is to highlight the form and dimension of the subject. The key light is not a rigid requirement; omitting the key light can result in a silhouette effect. Many key lights may be placed in a scene to illuminate a moving subject at opportune moments

Master Shot -