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aberrant decoding

Overview page. Subjects: Media Studies.

Making sense of a message or text in terms of a different code from the one used to encode it (Eco). This can be the basis for cultural misunderstandings: for example, the hand gesture made...

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above-the-line

Overview page. Subjects: Media Studies — Marketing.

A term which now has come to mean mass audience advertising and promotional campaigns—for example, to describe campaigns that are targeted at high volumes of consumers in a large number of...

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absent presence

Overview page. Subjects: Media Studies.

1. In poststructuralist theory, a concept most closely associated with Derrida, for whom it refers to the mythical status of the supposed hub of any system of ideas (see also d...

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absent signifier

Overview page. Subjects: Media Studies.

1. A particular feature which is perceived as missing from a representation in any medium, especially where it is ‘notable by its absence’, breaching expectations. See also com...

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Academy aperture

Overview page. Subjects: Media Studies.

Named after the Academy of Motion Pictures Arts and Sciences, this is the standard size of the 35-mm aperture plate of film projectors and printers. It produces an aspect ratio (expressed...

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access

Overview page. Subjects: Media Studies.

1. (accessibility) General availability for use: e.g. the percentage of a given population owning or having access to a communications medium/technology. This was a key issue...

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account handler

Overview page. Subjects: Media Studies.

In advertising and web design agencies, the person who acts as the intermediary between the agency and the client, whose job is to interpret the client's brief and manage the process of its...

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acoustic flow

Overview page. Subjects: Media Studies.

In speech perception, the stream of vocal sounds in which a listener competent in that spoken language is able to identify words.

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active audience theory

Overview page. Subjects: Media Studies.

The view (particularly associated with mass-media usage) that the audiences are not merely passive receptacles for imposed meanings (see hypodermic model) but rather individual audience...

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active picture

Overview page. Subjects: Media Studies.

The television picture visible to the viewer, as distinct from the parts of the image at the top and bottom of the screen visible only to the television engineers. See vertical interval.

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