📚 Year 7 Cambridge Media: Core Concepts | Year 7 剑桥媒体：核心知识点梳理
Welcome to your Year 7 Media Studies revision guide. Media are all around us – from the moment we wake up and check our smartphones to the billboards we pass on the way to school. Understanding how media messages are constructed, who creates them, and why they are made will turn you into a smarter, more critical consumer of information. This guide breaks down the key concepts you will encounter in the Cambridge curriculum, presented in simple, paired explanations to help you learn both the English terminology and the Chinese meaning.
欢迎来到 Year 7 媒体研究复习指南。媒体无处不在——从我们醒来查看智能手机，到上学路上经过的广告牌。理解媒体信息是如何构建的、由谁创造的、以及它们的目的，将让你成为更聪明、更具批判力的信息消费者。本指南将梳理剑桥课程中你会遇到的核心概念，用简洁的中英配对解释帮助你同时掌握英文术语和中文含义。
1. What is Media? | 什么是媒体？
Media refers to the various channels of communication used to send messages to large groups of people. The word ‘media’ is the plural of ‘medium’, which simply means a way of conveying something. Common examples include television, radio, newspapers, websites, podcasts, and social media platforms.
媒体是指用于向大量人群传递信息的各种传播渠道。“media” 是 “medium” 的复数形式，意为传递某物的方式。常见的例子包括电视、广播、报纸、网站、播客和社交媒体平台。
In media studies, we examine not just the content but also the institution behind it, the target audience, and the codes used to create meaning. Understanding media helps us distinguish between fact and opinion, recognise bias, and appreciate creative storytelling.
在媒体研究中，我们不仅审视内容本身，还会关注其背后的机构、目标受众以及创造意义时使用的符号系统。理解媒体有助于我们区分事实与观点、识别偏见，并欣赏创意叙事。
Think of every media text as a carefully constructed message. Whether it is a film trailer or a news article, someone has made decisions about what to include, how to frame it, and what emotions to evoke. Learning to spot these choices is the first step towards media literacy.
把每一个媒体文本都看作精心构建的信息。无论是电影预告片还是新闻报道，总有人决定了要包含什么、如何构图以及激发何种情绪。学会发现这些选择是迈向媒体素养的第一步。
2. Media Forms and Platforms | 媒体形式与平台
Media forms can be divided into three broad categories: print media, broadcast media, and digital media. Print media includes physical items such as newspapers, magazines, and books. Broadcast media covers television and radio, which transmit programmes to a mass audience simultaneously. Digital media refers to content distributed via the internet, such as streaming services, websites, apps, and social networks.
媒体形式可分为三大类：印刷媒体、广播媒体和数字媒体。印刷媒体包括报纸、杂志和书籍等实物。广播媒体涵盖电视和广播，这些媒体同时向大量受众传送节目。数字媒体指通过互联网分发的内容，例如流媒体服务、网站、应用程序和社交网络。
A platform is the service or technology that delivers media content. For example, YouTube, Netflix, and TikTok are digital platforms, while a physical newspaper is a print platform. Each platform has its own style and set of rules that influence how content is created and consumed.
平台是传送媒体内容的服务或技术。例如，YouTube、Netflix 和 TikTok 是数字平台，而实体报纸则是印刷平台。每个平台都有自己的风格和规则，这些规则影响着内容的创作和消费方式。
Hybrid forms are becoming increasingly common. A news organisation might publish a printed paper, maintain a website, produce video reports for social media, and release a podcast. Recognising the form and platform helps you analyse the specific techniques used to engage different types of audience.
混合形态正变得越来越普遍。一家新闻机构可能会发行纸质报纸、管理网站、为社交媒体制作视频报道，并发布播客。识别形式与平台有助于你分析他们为吸引不同类型的受众而采用的具体技巧。
3. Media Language: Key Terms | 媒体语言：关键术语
Media language is the collection of words, images, sounds, and symbols that media producers use to create meaning. Building a toolkit of key terms will help you describe what you see and hear with precision. Below are some foundational concepts.
媒体语言是媒体制作者用来创造意义的词语、图像、声音和符号的总和。建立关键术语工具箱能帮助你精确地描述所见所闻。以下是一些基础概念。
Denotation: The literal, surface-level meaning of a sign or image. For example, a red rose denotes a type of flower.
外延：符号或图像的字面、表面意义。例如，一朵红玫瑰的外延是一种花。
Connotation: The deeper, cultural or emotional associations that a sign carries. The same red rose may connote love, romance, or even a political party, depending on the context.
内涵：符号所承载的更深层的、文化或情感联想。同样一朵红玫瑰可能内涵爱情、浪漫，甚至是某个政党，取决于语境。
Genre: A category of media product characterised by similar forms, styles, or subject matter. Examples include horror, comedy, and news. Recognising genre conventions helps audiences know what to expect.
体裁：由相似形式、风格或主题构成的媒体产品类别。例如恐怖片、喜剧片和新闻。识别体裁惯例有助于观众知道该期待什么。
Convention: An expected, often repeated element within a genre or medium. A horror film conventionally uses dark lighting, eerie music, and jump scares. Text messages in a teen drama are often shown as pop-ups on screen.
惯例（常规）：体裁或媒体中预期的、经常重复的元素。恐怖片通常使用昏暗的灯光、阴森的音乐和突然的惊吓。青春剧中的短信常以屏幕弹窗的方式呈现。
Representation: The way media portrays people, places, events, or ideas. Representations are never neutral; they are constructed through selection, emphasis, and omission. Always ask: who is included, how are they shown, and what might be left out?
表征（再现）：媒体描述人物、地点、事件或观念的方式。表征从来不是中立的，它是通过选择、强调和省略构建出来的。永远要问：谁被包括在内？他们是如何展现的？什么可能被遗漏？
4. Camera Shots and Angles | 镜头景别与角度
In visual media, the way a subject is framed greatly affects the message. Camera shots refer to how much of the subject and its surroundings are visible. Camera angles describe the camera’s position relative to the subject. Here are the most common types you will need to recognise.
在视觉媒体中，主体被框取的方式极大地影响着信息传递。镜头景别指主体及其周围环境可见的程度。镜头角度描述相机相对于主体的位置。以下是你需要识别的最常见类型。
Extreme Long Shot (ELS): Shows the subject from a great distance. Often used to establish the setting or landscape, making characters appear small within their environment.
远景（ELS）：从很远的距离展示主体。常用于交代背景或景色，让人物在其环境中显得渺小。
Long Shot (LS): Frames the entire subject and a good portion of the surroundings. It gives a sense of location and can show body language clearly.
全景（LS）：框取整个主体以及大部分周围环境。它提供地点感，并能清晰地展示肢体语言。
Medium Shot (MS): Typically frames a person from the waist up. This shot is common in news broadcasts and conversations, balancing the subject and the background while allowing clear facial expressions.
中景（MS）：通常从腰部以上框取人物。这个景别在新闻广播和对话中很常见，平衡了主体与背景，同时让面部表情清晰可见。
Close-up (CU): Focuses tightly on a face, object, or detail, filling most of the frame. It draws attention to emotions, reactions, or important objects, creating intimacy or tension.
特写（CU）：紧密聚焦于脸部、物体或细节，填满大部分画面。它将注意力引向情绪、反应或重要物品，营造亲密感或紧张感。
Extreme Close-up (ECU): Shows an even smaller detail, such as an eye or the tip of a pen. This is used to emphasise a specific element and often creates a dramatic, uncomfortable feeling.
大特写（ECU）：展示更细小的细节，如一只眼睛或笔尖。用于强调特定元素，常营造戏剧性甚至令人不适的感觉。
Eye-level angle: The camera is positioned at the subject’s eye height. This creates a sense of equality and realism, making the audience feel as if they are part of the scene.
平视角度：相机置于与被摄者眼睛相同的高度。这营造出平等和真实感，让观众感觉仿佛置身场景之中。
High angle: The camera looks down on the subject. This can make the subject appear small, weak, or vulnerable, and gives the audience a sense of power.
俯角：相机从上向下拍摄主体。这会让主体看上去渺小、软弱或易受伤害，并赋予观众一种掌控感。
Low angle: The camera looks up at the subject. This makes the subject seem larger, more powerful, or more intimidating. It is often used to portray heroes or villains.
仰角：相机从下向上拍摄主体。这使主体显得更高大、更有力量或更具威慑力。常用来塑造英雄或反派角色。
5. Sound and Music in Media | 媒体中的声音与音乐
Sound is just as important as images. In media, sound can be divided into two main categories: diegetic sound and non-diegetic sound. Understanding this distinction helps you analyse how sound shapes audience response.
声音与图像同样重要。在媒体中，声音可分为两大类：剧情内声音和剧情外声音。理解这一区别有助于你分析声音如何塑造观众的反应。
Diegetic sound is any sound that originates within the world of the story. This includes characters’ dialogue, the ticking of a clock, a car engine, or music playing from a radio that the characters can also hear. It helps build a believable world.
剧情内声音指任何源自故事世界内部的声音。包括人物的对话、时钟的滴答声、汽车引擎声，或者人物也能听到的收音机音乐。它有助于构建可信的世界。
Non-diegetic sound comes from outside the story world and is added for the audience’s benefit. The most common example is a film’s background music or score, which characters cannot hear. Voice-over narration and certain sound effects can also be non-diegetic.
剧情外声音来自故事世界之外，是为了观众而添加的。最常见的例子是电影的背景音乐或配乐，剧中人物是听不到的。画外音叙述和某些音效也可以是剧情外的。
Music sets the mood and can signal a change in emotion or suspense. A slow, soft piano piece suggests sadness or romance, while fast, dissonant notes create anxiety. Sound effects, such as a door slamming or a heart beating, add realism and intensity.
音乐定下基调，并可以暗示情绪或悬念的变化。缓慢柔和的钢琴曲暗示悲伤或浪漫，而快速、不和谐的音符则制造焦虑。关门声或心跳声等音效增添了真实感和紧张度。
6. Colour and Lighting | 色彩与灯光
Colour and lighting are powerful tools for communicating mood, character, and symbolism. Media creators choose colours deliberately to trigger emotional responses from the audience.
色彩与灯光是传达情绪、角色和象征意义的强大工具。媒体创作者有意选择色彩来引发观众的情绪反应。
Warm colours such as red, orange, and yellow are associated with energy, excitement, passion, or danger. Cool colours like blue, green, and purple often suggest calmness, sadness, mystery, or nature. A sudden shift in colour palette can signal a narrative twist.
红色、橙色和黄色等暖色与活力、兴奋、激情或危险相关联。蓝色、绿色和紫色等冷色通常暗示平静、悲伤、神秘或自然。色调的突然转变可以预示剧情的转折。
Lighting can be described as high-key or low-key. High-key lighting is bright, even, and eliminates most shadows; it is frequently used in sitcoms, advertisements, and news programmes to create a cheerful or neutral atmosphere.
灯光可分为高调照明和低调照明。高调照明明亮均匀，消除了大部分阴影；常见于情景剧、广告和新闻节目，以营造愉快或中性的氛围。
Low-key lighting uses deep shadows and high contrast between light and dark areas. It is typical of horror films, thrillers, and film noir, producing tension, mystery, and fear. A single light source, such as a torch or window, can dramatically shape the mood.
低调照明使用浓重的阴影和亮暗部之间的高对比度。典型于恐怖片、惊悚片和黑色电影，产生紧张、神秘和恐惧感。单一光源，如手电筒或窗户，可以戏剧性地塑造情绪。
7. Typography and Graphics | 字体与图形
Typography – the style, arrangement, and appearance of text – is a crucial part of media language. Even small changes to a font can influence how we interpret a message.
字体排版——文字的风格、排列和外观——是媒体语言的关键部分。即使是字体的微小变化，也能影响我们解读信息的方式。
Serif fonts have small decorative lines or strokes at the ends of letters. They often look traditional, formal, and reliable, which is why they are commonly used in newspapers and books.
衬线字体在字母末端有小小的装饰性线条。它们通常看起来传统、正式、可靠，因此常用于报纸和书籍中。
Sans-serif fonts lack those small lines and have a cleaner, more modern appearance. They are widely used on websites, in logos, and for headings where a contemporary, clear look is needed.
无衬线字体没有那些小线条，外观更简洁、更现代。它们广泛用于网站、标志和需要现代清晰外观的标题中。
Graphics – including logos, icons, infographics, and animations – communicate complex ideas quickly. Simple shapes, a limited colour palette, and bold symbols help audiences recognise brands and understand information at a glance. Combining typography and graphics effectively is a core skill in advertising and digital media.
图形——包括标志、图标、信息图和动画——能快速传达复杂的想法。简单的形状、有限的色彩搭配和大胆的符号，帮助受众一眼识别品牌并理解信息。有效结合字体与图形是广告和数字媒体中的一项核心技能。
8. Audience and Purpose | 受众与意图
Every media product is created with a specific audience and purpose in mind. Understanding these concepts is central to media analysis.
每个媒体产品在创作时都怀有特定的受众和意图。理解这些概念是媒体分析的核心。
The target audience is the group of people a media text is aimed at. This can be defined by age, gender, location, interests, hobbies, or income. A video game aimed at teenagers will use different language, characters, and design choices than a magazine for retired adults.
目标受众是媒体文本所针对的人群。可以通过年龄、性别、地点、兴趣、爱好或收入来界定。面向青少年的电子游戏会使用与面向退休成人的杂志不同的语言、角色和设计选择。
Media texts can have several purposes. The most common are to inform (news reports, documentaries), to entertain (films, cartoons, video games), to persuade (advertisements, political campaigns), and to educate (tutorials, school textbooks). Often, a single product mixes two or more purposes: a historical drama may entertain while also educating about the past.
媒体文本可以有多重目的。最常见的是告知（新闻报道、纪录片）、娱乐（电影、卡通、电子游戏）、说服（广告、政治宣传）和教育（教程、教科书）。通常，一个产品会混合两种或更多目的：一部历史剧可以在娱乐的同时教育人们了解过去。
Always ask who the intended audience is and what the producer hopes to achieve. This will help you uncover hidden messages and understand why certain creative choices were made.
永远要问目标受众是谁以及制作者希望达到什么目的。这将帮助你发现隐藏的信息，并理解为何做出某些创意选择。
9. Narrative and Storytelling | 叙事与故事讲述
Narrative refers to the way a story is structured and told. Even short advertisements or music videos contain mini-narratives that follow certain patterns.
叙事指的是故事的结构与讲述方式。即使是简短的广告或音乐视频，也包含着遵循特定模式的微型叙事。
Linear narrative: Events unfold in chronological order – from beginning, through the middle, to the end. Most fairy tales and traditional news reports follow this straightforward path.
线性叙事：事件按时间顺序展开——从开头，经过中间，抵达结尾。大多数童话故事和传统新闻报道都遵循这种直接的方式。
Non-linear narrative: The story jumps around in time, using flashbacks, flash-forwards, or parallel timelines. This keeps viewers engaged by gradually revealing information, as seen in mystery films and many video games.
非线性叙事：故事在时间中跳跃，使用倒叙、预叙或平行时间线。这通过逐渐揭示信息来吸引观众
Published by TutorHao | Year 7 媒体 Revision Series | aleveler.com
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