Year 7 CCEA Media Studies: Core Knowledge Overview | Year 7 CCEA 媒体研究：核心知识点梳理

📚 Year 7 CCEA Media Studies: Core Knowledge Overview | Year 7 CCEA 媒体研究：核心知识点梳理

Welcome to your first steps in Media Studies! This guide covers the essential concepts you need to know for Year 7 CCEA Media Studies. You will learn how to analyse media texts, understand the choices made by creators, and start thinking about how media shapes our world. Each section introduces a key idea and gives you the vocabulary to talk about media with confidence.

欢迎开启媒体研究的入门之旅！这份指南涵盖了 CCEA Year 7 媒体研究所需掌握的核心概念。你将学习如何分析媒体文本，理解创作者的意图，并开始思考媒体如何塑造我们周围的世界。每个部分都会介绍一个关键理念，并为你提供谈论媒体时所需的词汇，让你自信地表达。

1. What is Media Studies? | 什么是媒体研究？

Media Studies is the subject that explores how different forms of media communicate meaning. It asks questions about who creates a media product, why it was made, how it reaches an audience and what effect it has. The word ‘media’ is plural and comes from ‘medium’, meaning a channel of communication. Media texts include films, TV programmes, adverts, newspapers, video games, social media posts and websites.

媒体研究是一门探索不同媒体形式如何传达意义的学科。它提出这样的问题：谁创作了这个媒体产品？为什么要制作它？它是如何到达受众的？它产生了什么影响？“媒体”（media）这个词是复数形式，源于“媒介”（medium），意指传播的渠道。媒体文本包括电影、电视节目、广告、报纸、视频游戏、社交媒体帖子和网站等。

2. Key Media Forms | 主要媒体形式

Media can be grouped into forms or platforms based on how they deliver content to an audience. Each form has its own set of conventions and production methods. The table below shows the main media forms you will study in Year 7.

媒体可以根据内容传递给受众的方式分为不同的形式或平台。每种形式都有自己的一套惯例和制作方法。下表展示了 Year 7 将要学习的主要媒体形式。

Media Form / 媒体形式	Examples / 例子	Key Feature / 主要特点
Moving Image / 动态影像	Film, TV, online video	Uses a sequence of images and sound to tell a story
Print / 印刷媒体	Newspapers, magazines, posters	Static images and text on paper or digital page layouts
Audio / 音频媒体	Radio, podcasts, music streaming	Communicates through sound only
Digital/Interactive / 数字/互动媒体	Websites, social media, video games	Audience can interact, navigate and share content

3. Media Language: Codes and Conventions | 媒体语言：代码与惯例

When we analyse a media text, we look at its language, which is made up of codes. A code is a system of signs that create meaning. There are technical codes (how the text is made, such as camera angles), symbolic codes (what we ‘read’ from colours, settings and body language) and written codes (any words we see or hear). Conventions are the expected ways codes are used in a particular form, like the title sequence at the start of a film.

当我们分析一个媒体文本时，我们会关注它的语言，这些语言由代码组成。代码是一个由符号构成的、创造意义的系统。包括技术代码（文本是如何制作的，例如镜头角度）、象征代码（我们从色彩、场景和肢体语言中“解读”出的信息）以及书面/听觉代码（我们看到或听到的任何文字）。惯例则是指代码在特定形式中被预期使用的方式，比如电影开场的片头序列。

4. Denotation and Connotation | 外延与内涵

Denotation is the literal, obvious meaning of a sign — what you can actually see or hear. For example, a red rose in an image denotes a flower with red petals. Connotation is the deeper, associated meaning — what the sign suggests or makes you think of. That same red rose might connote love, romance or passion. Learning to separate denotation from connotation is the first step in analysing any media text.

外延是指一个符号的字面、显而易见的含义——即你实际看到或听到的东西。例如，图片中的一朵红玫瑰，其外延是一朵带有红色花瓣的花。内涵则是更深层次的关联意义——即这个符号暗示了什么、或让你想到了什么。同一朵红玫瑰可能内涵着爱情、浪漫或激情。学会将外延和内涵分开，是分析任何媒体文本的第一步。

5. Camera Shots and Angles | 镜头景别与角度

Camera shots and angles are technical codes that film makers and photographers use to shape how we see a subject. A close-up shot (CU) shows detail, often a character’s face, to reveal emotion. A medium shot (MS) shows a character from the waist up, good for dialogue. A long shot (LS) shows the whole subject in its surroundings, establishing location. Angles add meaning too: a low angle shot (looking up) makes a character seem powerful, while a high angle shot (looking down) can make them appear small or vulnerable.

镜头景别和角度是电影制作人和摄影师用来塑造我们如何看待被摄主体的技术代码。特写镜头（CU）展示细节，通常是角色的面部，用以揭示情感。中景镜头（MS）展示角色腰部以上的部分，适合对话场景。远景镜头（LS）展示整个主体及其环境，用于建立场景。镜头角度也增添了含义：仰拍镜头（从下往上拍）让角色显得强大，而俯拍镜头（从上往下拍）可能让其显得渺小或脆弱。

6. Colour and Lighting in Media | 媒体中的色彩与灯光

Colour is a powerful symbolic code. Red can mean danger, love or anger; blue often suggests calm, sadness or cold. Lighting creates mood and directs our attention. High-key lighting is bright and even, often used in comedies and adverts to feel cheerful. Low-key lighting uses strong shadows and contrast, creating suspense or fear, common in thrillers or horror. The direction of light, whether it comes from above, below or behind a subject, also affects how we interpret a scene.

色彩是一种强大的象征代码。红色可以意味着危险、爱情或愤怒；蓝色通常暗示平静、悲伤或寒冷。灯光营造氛围并引导我们的注意力。高调灯光明亮且均匀，常用于喜剧和广告，让人感觉愉快。低调灯光运用强烈的阴影和对比，制造悬疑或恐惧感，常见于惊悚片或恐怖片。光线的方向，无论来自主体的上方、下方还是背后，也会影响我们对场景的解读。

7. Sound in Media Texts | 媒体文本中的声音

Sound is split into two main types: diegetic and non-diegetic. Diegetic sound is any sound that exists in the world of the story, such as footsteps, a door slamming or music playing from a radio on screen. Characters can hear it. Non-diegetic sound is added for the audience only, such as a musical score or a voice-over narration. Sound effects (SFX) can be either, and they work with dialogue and silence to build tension and emotion.

声音主要分为两类：剧情声和非剧情声。剧情声是指故事世界中存在的任何声音，例如脚步声、关门声或屏幕上收音机播放的音乐。角色可以听到这些声音。非剧情声则是仅为观众添加的，例如配乐或旁白解说。音效（SFX）可以是其中任何一种，它们与对话和寂静共同作用，营造紧张感与情感。

8. Representation in Media | 媒体中的表征

Representation refers to how media texts show people, places, events and ideas. It is never just a mirror of reality — it is a constructed version of the world. When you study representation, you ask questions like: who is included and who is left out? Are certain groups shown as stereotypes (oversimplified, repeated images)? How does the media represent gender, age, ethnicity or social groups? Recognising representation helps you understand the messages being sent about different parts of society.

表征指的是媒体文本如何呈现人物、地点、事件和观念。它从来不仅仅是现实的镜子——而是世界的建构版本。当你研究表征时，你会提出这样的问题：谁被包含在内，谁被排除在外？某些群体是否被呈现为刻板印象（过于简化、重复出现的形象）？媒体如何表征性别、年龄、种族或社会群体？识别表征能帮助你理解媒体在传递关于社会不同部分的何种信息。

9. Audience and Target Audience | 受众与目标受众

Every media product is made with a specific audience in mind, called the target audience. Producers use demographics such as age, gender, income and interests to define this group. They then shape the content, style and platform to appeal to that audience. Audiences can be passive (just receiving the message) or active (engaging with, interpreting and even challenging the message). Media texts also try to position the audience — encouraging them to feel a certain way about characters or ideas.

每个媒体产品都是为特定的受众群体制作的，即目标受众。制作人使用年龄、性别、收入和兴趣等人口统计信息来定义这个群体。然后他们根据目标受众的口味来塑造内容、风格和平台。受众可以是被动的（只是接收信息）或主动的（参与、解读甚至质疑信息）。媒体文本还试图定位受众——鼓励他们对角色或观点产生某种特定的感觉。

10. Narrative and Storytelling | 叙事与故事讲述

Narrative is the way a story is told — the structure, sequence and point of view. Most media narratives follow a linear structure with a beginning, middle and end. Todorov’s theory of narrative suggests many stories move from an equilibrium (a state of balance), through a disruption (something goes wrong), to a new equilibrium (a resolution). Other key narrative devices include enigma codes (questions set up to hook the audience) and action codes (events that move the story forward). Understanding narrative helps you see how stories are built to keep us engaged.

叙事是指故事被讲述的方式——包括结构、顺序和视角。大多数媒体叙事遵循线性结构，有开头、中间和结尾。托多罗夫的叙事理论认为，许多故事是从一种平衡状态，经过扰乱（某些事情出错），最终达到一种新的平衡（解决）。其他关键的叙事手法包括谜题代码（为吸引观众而设置的疑问）和行动代码（推动故事前进的事件）。理解叙事能帮助你看到故事是如何构建以保持我们兴趣的。

11. Media Institutions and Purposes | 媒体机构与目的

Behind every media text there is an institution — the organisation that creates and distributes it. Institutions can be large companies like the BBC or Disney, or small independent producers. Media products are made for different purposes: to inform, to entertain, to persuade or to educate. Very often, a single text has a primary purpose and secondary purposes. An advert’s main purpose is to persuade you to buy, but it might also entertain you. Recognising the institution and purpose helps you evaluate the text’s reliability and agenda.

每个媒体文本背后都有一个机构——即创建并分发它的组织。机构可以是像 BBC 或迪士尼这样的大公司，也可以是小型独立制作方。媒体产品是为了不同的目的而制作的：告知、娱乐、说服或教育。很多时候，一个文本同时具有主要目的和次要目的。一则广告的主要目的是说服你购买，但它也可能娱乐你。识别机构和目的有助于你评估文本的可靠性和意图。

12. Introduction to Media Regulation | 媒体监管简介

Media regulation refers to the rules and guidelines that control what can be shown or said in the media. In the UK, organisations like Ofcom (for TV, radio and video-on-demand) and the BBFC (for cinema films) set age ratings and standards to protect audiences, especially young people. For example, a 12A film rating means a child under 12 must be accompanied by an adult. Regulation exists to balance freedom of expression with the need to prevent harm. It also encourages media producers to consider who will see their work.

媒体监管是指那些控制媒体中可以展示或表达内容的规则和指导方针。在英国，像 Ofcom（监管电视、广播和视频点播）和 BBFC（负责电影分级）这样的机构会设定年龄分级和标准，以保护受众，尤其是年轻人。例如，12A 的电影分级意味着 12 岁以下的儿童必须有成人陪同观看。监管的存在是为了在言论自由与防止伤害之间取得平衡。它也鼓励媒体制作人考虑到谁会看到他们的作品。

---

Published by TutorHao | Media Studies Revision Series | aleveler.com

更多咨询请联系16621398022（同微信）