Glossary

1. Amplification - in the context, to add to the meaning of the lyrics through a visual interpretation this may be quite removed from them.

2. Animatic - An animated storyboard, often used in advertising, as well as in music video, to give a better idea of the planned project.

3. AOR - Adult-Oriented Rock, the dominant, white mid-America music from in the early 1980s.4. AVID - A professional, industry-standard digital editing system used by many filmmakers.5. BARB - Broadcasters’’ Audience Research Board, which researches UK audience data for TV, producing reports for

subscriber, whit basic statistics available on its website.6. Brief - The original requirement from the client given to the creative team, via the commissioning editor.7. Capture - The act of transforming footage from camera to computer.8. Chromakey - A feature allowing material to be shot against a plain blue or green background which at the edit

stage can be replaced with a pictorial background ( e.g. to show a character in an impossible environment). Also referred to as blue-screen technology.

9. Client - The record company and artist who want to produce a music video. 10. Commissioning editor - The person employed by the record company who offers contacts for music videos.11. Continuity editing - The dominant editing system in the film and TV, in which 12. Cutaway - A shot of an object, person or detail, in which it can be inserted at any time in a sequence (usually to

give extra narrative information to the audience), and without breaking the continuity of a sequence.13. Demographic - Particular socio-economic or geographical features of the audience, e.g. working-class males, aged

16 to 25, in the north of England.14. Director - The main creative interpreter and organiser, is in charge of the production process.15. Distribution - The means by which a media product reaches its audience, including all promotional and marketing

activity.16. DP - Director of photography, also known as lighting cameraperson, is in charge of camera and lighting teams. 17. Exhibition - The point at which audiences view media products.18. Exhibitionism - The emphasis on an artist’s performance and self-display, while dancing or posing, to show off

their, skills or image.19. Form - The structuring conventions of a media text, such as generic, narrative or ideological framework.

1. Genre - The categories into which media texts may be divided according to similarities of form and content.2. Hybrid - A combination of different genres or styles.3. Iconography - Specific visual features associated with an artist or genre, such as a costume or styles of dress, particular jewellery or other

objects such as cars, guns, etc.4. Ideology - Systems of ideas, values and beliefs we hold as individuals or share as groups, which inform the way we interpret and construct

representations of the world. In Media and Film Studies, this concept is sometimes referred to as Messages and Values.5. Intersexuality - The process of creating meaning thorough reference to other media texts. 6. Lip-synch - The process by which mimed performances of songs are matched up to the original soundtracks in editing.7. Mise-en-scene - The combined effect of series of visual elements within the frame of a visual text, such as costume, props, décor, figure

placement.8. Montage editing - A style of editing in which the juxtaposition of different elements creates impact and meaning.9. Niche Marketing - Where a small specific audience is targeted, not a mess one.10. Ofcom - The Office of Communication, the UK organisation now charged, under the 2003 Communications Act, with responsibility to oversee

issues of regulations in all electronic media. Its predecessors for TV were the Independent Television Commission (ITC) and the Broadcasting Standards Council (BSC).

11. Offline edit - The basic edit to be viewed by the artist and record company prior to any effects being added.12. Online edit - The final edit where effects are added and the tape produced to broadcast standard.13. Panarom - Early American video jukebox.14. Pitch - To present ideas for a creative project to producers in order to secure funding.15. Post-modern - An aesthetic category, often applied to MTV, which can mean a mixture of an abandonment of linear ways of telling stories and

eclectic ‘stealing‘ of ideas and images from other sources.16. Post-production - the stage where effects are added.17. Pre-production - The planning stage of a project, prior to shooting.18. Producer - The person who looks after all the logistics for the project, including personnel and the financial balance sheet. Executive producers

have less direct input in day-to-day management of a project but may control initial and subsequent funding g decisions.19. Production - The main shooting and editing stage of a project.20. Production designer - Also known as the art director, responsible for the mise-en-scene, including set design.21. Production manager - Responsible for the daily organisation of talent, crew, locations, etc.22. Representation - The processes by which aspects of the real world are reconstructed in media texts. Most commonly applied to the

construction of particular individuals or social groups.23. Scopitone - French version of the jukebox from the 1960s.24. Sell-through - The practice of releasing videos either as a single or compilation album to sell in the shops.25. Single bid - The awarding of the contract for a video where only one video maker is approached and no competition is sought.26. Storyboard - A planning sheet on which shots can be drawn prior to shooting.