Familiarity with a range of media, genres, and textual codes and conventions of form and content. Along with social knowledge, it is an essential resource for inferring the preferred meaning of texts in their reading and interpretation. In schema theory it is seen as mentally represented in textual schemata. See also advertising codes; aesthetic codes; broadcast codes; conversational currency; film genres; literary genres; narrative codes; narrowcast codes; photographic codes; pictorial codes; radio genres; reading; realism; representational codes; story grammar; tacit knowledge; television genres; textual codes.
Subjects: Media Studies.