📚 Year 7 Cambridge Media: Core Knowledge Review | Year 7 Cambridge 媒体：核心知识点梳理
Welcome to your Year 7 Cambridge Media revision guide. This article covers all the key ideas you need to understand, from what media is to how you can create your own media products. Each section breaks down important concepts in both English and Chinese, making it easier to learn and remember. Whether you are preparing for an exam or simply reviewing the basics, this guide will help you master the core knowledge of media studies at this level.
欢迎来到 Year 7 剑桥媒体课程复习指南。本文涵盖了你需要理解的所有核心观念，从什么是媒体到如何创作你自己的媒体作品。每个部分都用中英双语拆解重要概念，让你更容易学习和记忆。无论你是在准备考试还是仅仅复习基础知识，这份指南都能帮助你掌握这一阶段媒体研究的核心知识点。
1. What is Media? | 什么是媒体？
Media refers to the different ways we communicate and share information with large groups of people. It comes from the word “medium”, meaning a channel or tool for sending messages. Media can be traditional, such as newspapers, television and radio, or digital, such as websites, social media and streaming platforms. In media studies, we learn to analyse these forms critically rather than just consume them.
媒体指的是我们与大众沟通和分享信息的不同方式。它源自单词”medium”，意思是传递信息的渠道或工具。媒体可以是传统的，例如报纸、电视和广播，也可以是数字的，比如网站、社交媒体和流媒体平台。在媒体研究中，我们学会批判性地分析这些形式，而不仅仅是被动接受。
All media messages are constructed. That means someone made choices about what to include, how to present it, and what to leave out. Understanding this helps you see that no media text is completely neutral. Even a simple photograph is created by someone who decided where to point the camera and when to press the shutter.
所有媒体信息都是被建构的。这意味着有人选择了要包含什么、如何呈现以及省略什么。理解这一点能帮助你认识到没有任何媒体文本是完全中立的。哪怕是一张简单的照片，也是由某人决定将相机对准何处、何时按下快门而创作出来的。
2. Types of Media | 媒体类型
Media can be grouped into three broad categories: print media, broadcast media and digital media. Print media includes newspapers, magazines, posters and comic books. These rely on text and still images printed on paper. Broadcast media covers television and radio, where content is sent out over airwaves or cables to a mass audience at a scheduled time.
媒体可以分为三大类别：印刷媒体、广播媒体和数字媒体。印刷媒体包括报纸、杂志、海报和漫画书，它们依赖于印在纸上的文字和静态图像。广播媒体涵盖电视和广播，其内容通过电波或电缆在预定时间向广大受众传送。
Digital media, also called new media, involves the internet and interactive technology. Examples include websites, social networking apps, podcasts, online games and video-sharing platforms. A key feature of digital media is that audiences can often interact with the content, leaving comments or sharing it with others, which changes the traditional one-way flow of information.
数字媒体，又称新媒体，涉及互联网和互动技术。例子包括网站、社交网络应用、播客、网络游戏和视频分享平台。数字媒体的一大关键特点是受众通常能与内容互动，留下评论或与他人分享，这改变了传统信息的单向流动。
3. Media Language: Visual Codes | 媒体语言：视觉代码
Media language is the set of codes and conventions used to create meaning. Visual codes are everything you see on the screen or page that communicates a message. Colours, for example, are heavily used in media. Red can signal danger, passion or urgency, while blue often suggests calmness, trust or sadness. Lighting also creates mood: bright, high-key lighting is used in comedies and advertisements to feel upbeat, whereas dark, low-key lighting is common in horror films.
媒体语言是一套用于创造意义的代码和惯例。视觉代码是你在屏幕或页面上看到的一切传达信息的东西。例如，色彩在媒体中广泛使用。红色可以表示危险、激情或紧急，而蓝色通常暗示平静、信任或悲伤。灯光也营造情绪：明亮的高调光用于喜剧和广告中让人感到乐观，而黑暗的低调光则在恐怖片中常见。
Facial expressions and body language are powerful visual codes. A character smiling directly at the audience can create a sense of friendliness, while crossed arms may suggest defensiveness. Setting and props also contribute to meaning: a scene set in a messy bedroom with scattered books tells a different story than one in a sterile laboratory. All these elements work together to guide your interpretation of a media text.
面部表情和肢体语言是强有力的视觉代码。一个角色对观众直接微笑可以营造亲切感，而双臂交叉则可能暗示防御心理。场景和道具也有助于意义：一个设置在杂乱卧室、书本散落一地的场景，讲述的故事与一个无菌实验室中的场景截然不同。所有这些元素共同作用，引导你对媒体文本的解读。
4. Media Language: Camera Shots and Angles | 媒体语言：镜头与角度
Camera shots and angles are technical codes that film-makers use to affect how we see a character or event. Different shots can shape our feelings and understanding. The table below summarises common shot types and their typical effects.
镜头和角度是电影制作者用来影响我们如何看待角色或事件的技术代码。不同的镜头能够塑造我们的感受和理解。下表总结了常见的镜头类型及其典型效果。
| Extreme Close-Up (ECU) | Shows extreme detail, such as an eye or a fingertip; creates intensity or focus on emotion. |
| Close-Up (CU) | Displays a character’s head and shoulders; reveals emotions and reactions. |
| Medium Shot (MS) | Waist or chest upwards; often used for conversations and shows body language. |
| Long Shot (LS) | Shows the full body of a character and their surroundings; establishes setting. |
| Extreme Long Shot (ELS) | Presents a vast landscape with tiny figures; makes characters seem small or isolated. |
Camera angles are equally important. A high-angle shot looks down on a subject, making them appear weak or vulnerable. A low-angle shot looks up at a subject, giving them a sense of power or dominance. An eye-level shot puts the viewer on equal terms with the character, creating neutrality. By combining these shots and angles, directors guide how we react to a story without saying a single word.
镜头角度同样重要。俯拍镜头从上往下俯视被摄主体，使其显得弱小或脆弱。仰拍镜头从下往上仰视主体，赋予其力量感或支配感。平视镜头将观众置于与角色平等的地位，营造中立感。通过组合这些镜头和角度，导演无需任何台词就能引导我们对故事做出反应。
5. Representation in Media | 媒体中的表征
Representation means the way people, places, events or ideas are portrayed in media texts. Media products do not simply reflect reality; they re-present it through a selective process. This involves choices about which aspects to show, which to emphasise and which to ignore. Studying representation encourages you to question whether the depiction is fair, accurate or stereotyped.
表征指的是人物、地点、事件或想法在媒体文本中被描绘的方式。媒体产品并不只是反映现实；它们通过有选择的过程重新呈现现实。这涉及选择展示哪些方面、强调哪些方面以及忽略哪些方面。学习表征鼓励你质疑这种描绘是否公平、准确或存在刻板印象。
Stereotypes are simplified, often exaggerated representations of groups of people. For example, in some children’s films, villains might be given foreign accents to make them seem “other”, while scientists are shown as bespectacled men in lab coats. Recognising stereotypes helps you become a critical viewer. A more positive representation would show characters as individuals with a range of traits rather than as fixed types.
刻板印象是对人群简化的、往往夸张的表征。例如，在一些儿童电影中，反派可能被赋予外国口音以显得像”异类”，而科学家则被描绘成戴眼镜、穿白大褂的男性。识别刻板印象有助于你成为一名有判断力的观众。更积极的表征会将角色呈现为具有多种特质的个体，而不是固定类型。
6. Audience: Who is Watching? | 受众：谁在看？
Every media product is made with a target audience in mind. The target audience is a specific group of people that the creators want to reach. Factors such as age, gender, interests, income and lifestyle all help define this group. Commercial television channels, for instance, design daytime shows to appeal to older adults or parents at home, while Saturday morning cartoons focus on young children.
每个媒体产品在制作时都会考虑目标受众。目标受众是创作者希望触达的特定人群。年龄、性别、兴趣、收入与生活方式等因素都有助于界定这个群体。例如，商业电视频道设计日间节目以吸引老年观众或在家的父母，而周六早间动画片则聚焦幼儿。
Audiences engage with media in different ways. The uses and gratifications theory suggests that people use media to fulfil needs such as entertainment, information, personal identity and social interaction. A teenager might watch a music video to relax (entertainment), to learn a new dance move (information), to identify with the artist’s style (personal identity), or to discuss it with friends (social interaction). Media producers study these motivations to shape content more effectively.
受众以不同方式接触媒体。使用与满足理论认为，人们使用媒体来满足娱乐、信息、个人认同和社会交往等需求。一名青少年可能看音乐视频来放松（娱乐）、学习新舞步（信息）、认同艺人的风格（个人认同），或与朋友讨论它（社会交往）。媒体制作者研究这些动机以更有效地塑造内容。
7. Genre: Categorising Media | 类型：媒体分类
Genre is a French word meaning “type” or “kind”. In media studies, it refers to a category of texts that share similar conventions. These conventions can be thematic (a hero’s journey), visual (dark shadows in a horror film) or auditory (suspenseful music in a thriller). Genres help audiences set expectations quickly. When you see a poster for an action film, you expect car chases, explosions and fight scenes.
Genre 是一个法语单词，意思是”类型”。在媒体研究中，它指共享类似惯例的文本类别。这些惯例可以是主题上的（英雄之旅）、视觉上的（恐怖片中的阴影）或听觉上的（惊悚片中的悬疑音乐）。类型有助于受众快速设定期望。当你看到动作片海报时，你会期待追车、爆炸和打斗场面。
Genres also evolve over time through hybridity and subgenres. A romantic comedy blends the conventions of romance and comedy; a superhero film might contain elements of science fiction, fantasy and action. Media producers sometimes rely heavily on established genres to minimise risk, but they may also subvert genre conventions to surprise the audience and offer something fresh.
类型也会通过混合和亚类型随时间演变。浪漫喜剧混合了爱情与喜剧的惯例；超级英雄电影可能包含科幻、奇幻和动作元素。媒体制作者有时严重依赖既定类型以降低风险，但他们也可能颠覆类型惯例来给观众带来惊喜并提供新鲜感。
8. Advertising: Selling a Message | 广告：传递信息
Advertisements are constructed messages designed to persuade an audience to buy a product, use a service or adopt an idea. They use a combination of image, language and sound to create desire. Common persuasive techniques include slogans (“Just Do It”), emotional appeal (showing happy families), celebrity endorsement and the offer of a lifestyle rather than just a product. Adverts rarely focus on the practical features alone; they sell dreams and identities.
广告是经过建构的信息，旨在说服受众购买产品、使用服务或采纳某种观念。它们结合图像、语言和声音来创造欲望。常见的说服技巧包括口号（”Just Do It”）、情感诉诸（展示幸福家庭）、名人代言以及提供一种生活方式而非仅仅是产品。广告极少只关注实用功能；它们兜售梦想和身份认同。
When analysing a print or poster advertisement, consider the brand logo position, colour palette, layout and the gaze of any model. If a model is looking directly at the camera, it creates a direct address that makes the viewer feel involved. The rule of thirds is often used in layout to place key elements along imaginary grid lines for visual appeal. Understanding these techniques helps you decode the persuasive intent behind every ad.
在分析平面广告或海报时，考虑品牌标志位置、色彩搭配、版面以及模特的凝视。如果模特直视镜头，就产生了直接称呼，让观众感到被卷入。三分法常用在版面设计中，将关键要素置于想象的网格线上以获得视觉吸引力。理解这些技巧有助于你解码每个广告背后的说服意图。
9. News and Journalism | 新闻与新闻业
News media inform the public about current events, but they also select and construct stories. News values are the criteria that journalists use to decide what counts as newsworthy. Typical news values include timeliness (how recent the event is), proximity (how close it is to the audience), impact (number of people affected) and human interest (emotional appeal). A local charity event might be reported, but a celebrity scandal may receive more coverage because it has wider human interest.
新闻媒体向公众报道当前事件，但它们也选择和建构故事。新闻价值是记者用来判定什么算作有新闻价值的标准。典型的新闻价值包括时效性（事件有多近）、接近性（离受众有多近）、影响力（受影响的人数）和人情味（情感吸引力）。一场本地慈善活动可能被报道，但一桩名人丑闻可能获得更多报道，因为它具有更广泛的人情味。
A news article typically follows an inverted pyramid structure: the most important information (who, what, when, where, why) appears in the lead paragraph, and less essential details follow. Headlines grab attention through bold fonts and wordplay, while photographs and captions provide visual evidence. Recognising bias is crucial; two newspapers can report the same event with very different word choices and image selections, shaping public opinion in opposite directions.
一篇新闻文章通常遵循倒金字塔结构：最重要的信息（谁、什么事、何时、何地、为何）出现在导语段落中，次要细节随后排列。标题通过粗体字体和文字游戏吸引注意，而照片和配文提供视觉证据。识别偏见至关重要；两家报纸可以用截然不同的措辞和图片选择来报道同一事件，从而向相反方向塑造公众舆论。
10. Creating Your Own Media | 创作你自己的媒体
In Year 7 Media, you will often be asked to plan and make your own media products, such as a film poster, a short video or a magazine cover. The production process typically involves three stages: pre-production, production and post-production. Pre-production includes brainstorming ideas, writing a script or storyboard and gathering equipment. A storyboard is a sequence of drawings that shows what each shot in a video will look like, with notes on camera movements and dialogue.
在七年级媒体课中，你经常会被要求计划并制作自己的媒体作品，例如电影海报、短视频或杂志封面。制作过程通常包含三个阶段：前期制作、制作和后期制作。前期制作包括头脑风暴想法、撰写剧本或分镜头脚本以及准备设备。分镜头脚本是一系列绘图，显示视频中每个镜头的样子，并附有摄像机运动和对话的注释。
During production, you record the footage or create the graphics. Pay attention to framing, lighting and sound quality. In post-production, you edit your material using software, adding transitions, music and titles. Whether you are designing a print layout or editing a video, always reflect on how your choices communicate meaning. Consider your target audience and the message you want to send. This process turns you from a media consumer into a media creator, reinforcing everything you have learned about media language and representation.
在制作阶段，你录制视频或创作图像，注意构图、灯光和声音质量。在后期制作中，你使用软件编辑素材，添加转场、音乐和标题。无论你在设计平面版面还是编辑视频，始终反思你的选择如何传达意义。考虑你的目标受众以及你想传达的信息。这个过程让你从媒体消费者转变为媒体创作者，巩固你所学到的关于媒体语言和表征的一切。
Published by TutorHao | Media Studies Revision Series | aleveler.com
更多咨询请联系16621398022（同微信）
屏轩国际教育cambridge primary/secondary checkpoint, cat4, ukiset,ukcat,igcse,alevel,PAT,STEP,MAT, ibdp,ap,ssat,sat,sat2课程辅导，国外大学本科硕士研究生博士课程论文辅导