1. Mainstream: Standardized, conventional media representations – normally associated with commercial success rather than critical success.
2. Independent: Media texts that are consumed by smaller, more niche audiences and not normally associated with large companies or organisations.
3. Left Wing, Socialist Ideology: An overarching belief system (ideology) that champions the causes of the individual and minority groups against mainstream culture and big business.
4. Convergence: is how media brands (e.g magazine brands such as Kerrang) are available on a number of different platforms- ie TV, radio, mobile, internet. Furthermore, it is how individual consumers interact with others on a social level and use various media platforms to communicate with their audience through the internet an in particular social media such as Facebook and Twitter.
5. Tabloid: A smaller sized newspaper format used by The Sun for example.
6. Critical Success: Where success is measured by awards and reviews.
7. Commercial Success: Where success is measured by how much money a piece of media makes.
8. Re brand: Where a new image is given to a media text.
9. USP: Unique Selling Point – where a media text is sold to audiences on the strength of something specific.
10. Multiculturalism: The positive foregrounding of the diversity of race and ethnicity.
11. Iconic: Something that is well known and has established status.
12. Masthead: Normally the top, or main strip or bar across a magazine.
13. Conventions: The expected aspects of a media text, normally associated with genre.
14. Signify: Where meaning is constructed though signs and symbols.
15. Connotations: Similar to signifies, connotation is where something has an implied meaning from the denoted signs and symbols associated with it.
16. Tagline: The saying or textual association of a magazine.
17. Encodes: Media producers (or publishers) encode or put in meaning.
18. Mythical: Something in the media that has the status of accepted truth but which in fact has been constructed to give this impression.
19. Genre: Type or Sort.
20. Cultural Capital: The pre existing knowledge, skills and experience an audience have that affect their reading or deconstruction of a media text.
21. Oligopoly: Where four or more companies, e.g. magazine publishers like Bauer dominate the marketplace.
22. Circulation: The amount of copies of a magazine that is sold or is given out.
23. Cross Media Platforms: Where a media text or brand has a presence in a number of different media.
24. Brand: The image or association of a named product.
25. Demographic: An in depth analysis of the target audience covering a range of criteria.
26. Advertising Spend: How much money is spent on advertising.
27. Hybridised: Where the conventions of two or more genres are apparent.
28. Framed for the Male Gaze: Where a subject is set within the frame (e.g. a magazine cover) and is sexualised for male audiences (from Laura Mulvey’s male gaze theory).
29. Advertising Revenue: How much money a magazine, for example makes from advertising.
30. Anchor: When something is ‘anchored’ it has a definite meaning.
31. Stereotypical Connotations: Something that audiences expect but that is often based on limited information.
32. Aspirational: Audiences look up to something or somebody.
33. Foregrounded: Where an image or person is put at the front of audiences’ minds.
34. Mode of Address: The way a media text speaks to its audience.
35. Minimalistic: Lacking depth and detail.
36. Pun: Use of double meaning.
37. Colour Palette: An overall colour scheme.
38. Leaderboard: The online equivalent of a masthead.
39. Navigation: How audiences or users move around a website.
40. House Style: A recognisable style e.g. from print magazine to online equivalent.
41. Interactive: Where audiences take an active part in a media text and where communication is two way and not one way.
42. Typography: An overall term used to describe the physical representation of text.
43. Font: The style of the lettering.
44. Hierarchy: An agreed status or chain of command/authority.
45. Digital: New media/forms of technology across different media platforms.
46. Retro Culture: Where audiences enjoy culture from years gone by.
47. Above the Fold: The top half of a homepage.
48. Below the Fold: The bottom half of a homepage.
49. Convergent Links: Interactive links to other media.
50. Merchandising: The spin off sale of associated goods and services.
51. Synergy: Where two or more compatible forms sell each other.
52. Juxtaposition: Where something is deliberately placed next to something to create a third meaning.
53. Pluralistic:  A representation that is challenging, more contemporary and diverse and resists stereotyping.
54. Post Feminist Icon: A female representation where the subject exhibits both stereotypical male and female characteristics.
55. Line Extending: Where the authority of an existing brand is used to diversity into different products.
56. Intertextuality: Where one media text makes reference to another.
57. Rich Media: Links to a broad range of cross media platforms.
58. Web 2.0: A more interactive layout on a web page commonly associated with social networking sites – less of a one way form of communication.
59. Popular Culture: Media normally consumed by mainstream, mass audiences.