📚 Year 7 WJEC Media Studies: Quick Guide to Key Terms | WJEC 7年级媒体研究：关键术语速记指南
Welcome to the world of media studies! This quick guide will help you remember the most important words and ideas you will meet in your Year 7 WJEC course. Media is all around us, and learning these key terms will give you the tools to analyse and create your own media texts. Let’s dive in and make these terms stick.
欢迎来到媒体研究的世界！这份速记指南将帮助你记住七年级 WJEC 课程中会遇到的最重要的词汇和概念。媒体无处不在，学习这些关键术语将为你提供分析和创作自己媒体文本的工具。让我们开始吧，把这些术语牢牢记住。
1. Media and Medium | 媒体与媒介
The word ‘media’ is the plural of ‘medium’. A medium is a channel or tool we use to communicate. When we talk about ‘the media’, we mean all the different ways messages are shared with large groups of people, such as television, radio, newspapers, social media, and websites.
“媒体”这个词是“媒介”的复数形式。媒介是我们用来交流的渠道或工具。当我们谈论“媒体”时，我们指的是向大众传播信息的所有不同方式，例如电视、广播、报纸、社交媒体和网站。
Think of a medium as a single bridge carrying a message, while media is the whole network of bridges connecting a city. Each bridge might look different, but they all serve the same purpose: getting a message from one side to the other.
你可以把媒介想象成承载信息的一座桥，而媒体就是连接整座城市的桥梁网络。每座桥可能看起来不同，但它们的目的都一样：把信息从一端送到另一端。
2. Media Text | 媒体文本
A media text is not just written words. It is any media product that we can ‘read’ or analyse. This includes films, TV programmes, advertisements, video games, music videos, websites, newspapers, and even social media posts. Anything created to communicate meaning is a media text.
媒体文本不仅仅是书面文字。它是任何我们可以“阅读”或分析的媒体产品。这包括电影、电视节目、广告、电子游戏、音乐视频、网站、报纸，甚至社交媒体帖子。任何为传达意义而创作的东西都是媒体文本。
When you analyse a media text, you are looking at how it has been put together to create a message. You might examine images, colours, sounds, and words all working together. Even your favourite TikTok video is a media text waiting to be studied.
当你分析一个媒体文本时，你是在观察它是如何组合起来创造信息的。你可能会研究图像、颜色、声音和文字如何共同作用。即使是你最喜欢的 TikTok 视频也是一个等待被研究的媒体文本。
3. Audience | 受众
The audience is the group of people who receive and consume a media text. Media producers always have a target audience in mind. They design their products to appeal to specific groups based on age, gender, interests, or lifestyle.
受众是接收和消费媒体文本的一群人。媒体制作人心中总是有一个目标受众。他们根据年龄、性别、兴趣或生活方式设计自己的产品，以吸引特定的群体。
For example, a cartoon on a children’s channel targets a young audience, while a historical documentary on TV aims at an older audience. Understanding the target audience helps producers make decisions about content, style, and how to reach them.
例如，儿童频道上的动画片针对的是年轻受众，而电视上的历史纪录片则面向年长受众。了解目标受众有助于制作人就内容、风格以及如何触达他们做出决定。
4. Representation | 再现
Representation is how media texts show people, places, events, and ideas. It is not a simple mirror of reality; it is a constructed version. Media producers select certain details and leave out others to create a particular impression. These choices can shape how we see the world.
再现是媒体文本如何展示人物、地点、事件和观念。它不是现实的简单镜子；它是经过建构的版本。媒体制作者选择某些细节而忽略其他细节，以创造出特定的印象。这些选择可以塑造我们看待世界的方式。
For instance, a news report might choose to show only one side of a story, or a film might show a hero in a very flattering light. When you study representation, ask yourself: who or what is being shown, and who or what is missing? Is it a fair and accurate picture?
例如，一篇新闻报道可能只呈现故事的一面，或者一部电影可能以非常美化的方式展示英雄。当你研究再现时，问问自己：谁或什么被呈现了，谁或什么被遗漏了？这是一个公平准确的画面吗？
5. Genre | 类型
Genre is a category or style of media text that shares certain conventions. Recognising genre helps audiences quickly know what to expect. Common film genres include horror, comedy, science fiction, and action. Each genre has its own set of rules, known as codes and conventions.
类型是一种媒体文本的类别或风格，它们共享某些惯例。识别类型有助于受众快速了解预期内容。常见的电影类型包括恐怖、喜剧、科幻和动作。每种类型都有自己的一套规则，即符码和惯例。
For example, a horror film usually includes dark lighting, scary music, and a monster or threat. A romantic comedy includes two people who meet, face a problem, and eventually fall in love. Hybrid genres mix these rules, like a ‘rom-com’ with horror elements.
例如，恐怖电影通常包含黑暗的灯光、恐怖的音乐以及一个怪物或威胁。浪漫喜剧则包含两个人相遇、面临问题并最终相爱的故事。混合类型会混合这些规则，比如带有恐怖元素的“浪漫喜剧”。
6. Narrative | 叙事
Narrative simply means story. It is the structure of events and the way they are told in a media text. Most narratives follow a familiar pattern of beginning, middle, and end, often with a conflict that needs to be resolved. Theorists like Tzvetan Todorov described this as equilibrium, disruption, and new equilibrium.
叙事就是指故事。它是事件的结构及其在媒体文本中的讲述方式。大多数叙事遵循开头、中间和结尾的熟悉模式，通常有一个需要解决的冲突。像茨维坦·托多罗夫这样的理论家将其描述为平衡、打破平衡和新平衡。
In a film, the beginning sets up the characters and world (equilibrium). Then something happens to disrupt that peace (disruption). The rest of the story shows the hero trying to fix the problem, finally reaching a new, often changed, balance (new equilibrium).
在电影中，开头设定角色和世界（平衡）。然后发生一些事情打破了这种平静（打破平衡）。故事的其余部分展示英雄试图解决问题，最终达到一个新的、通常有所变化的平衡（新平衡）。
7. Mise-en-scène | 场面调度
This French term means ‘everything in the frame’. Mise-en-scène includes setting, props, costume, makeup, lighting, colour, and the positioning of characters. All these visual elements are carefully chosen to communicate meaning and mood. It is a very powerful tool for analysis.
这个法语术语的意思是“画面中的一切”。场面调度包括场景、道具、服装、化妆、灯光、色彩以及角色的站位。所有这些视觉元素都经过精心挑选，以传达意义和情绪。它是一项非常强大的分析工具。
If you see a character standing in a dark, rainy alley wearing a long coat, you instantly understand something about the mood and perhaps the character’s personality. Bright, colourful settings often suggest happiness, while shadows and dull colours can suggest danger or sadness.
如果你看到一个角色穿着长外套站在黑暗多雨的小巷里，你立刻就能明白一些关于情绪乃至角色性格的信息。明亮多彩的场景通常暗示快乐，而阴影和单调的颜色则可能暗示危险或悲伤。
8. Cinematography | 摄影
Cinematography is the art of how the camera captures the image. Key terms include shot types (close-up, medium shot, long shot), camera angles (high angle, low angle, eye-level), and camera movement (pan, tilt, zoom, tracking). Each choice affects how we connect with the subject.
摄影是指相机如何捕捉画面的艺术。关键术语包括景别（特写、中景、远景）、摄影角度（俯角、仰角、平视）和摄影机运动（横摇、竖摇、变焦、跟拍）。每一个选择都会影响我们与主题的连接方式。
A close-up focuses on a face or object, showing emotion or detail. A high angle looks down on a character, making them appear small or weak. A low angle looks up, making them seem powerful. The camera is the audience’s eye.
特写聚焦于面部或物体，展现情感或细节。俯角从上方俯视角色，使其显得渺小或软弱。仰角从下方仰拍，使其显得强大。摄影机就是观众的眼睛。
9. Sound | 声音
Sound in media is divided into two main types: diegetic and non-diegetic. Diegetic sound exists within the world of the story, such as characters talking, a door slamming, or music playing from a radio on screen. Non-diegetic sound is added for the audience only, like a film’s background music or a narrator’s voice-over.
媒体中的声音主要分为两种：剧情内声音和剧情外声音。剧情内声音存在于故事世界之中，例如角色的交谈、关门声或屏幕上收音机播放的音乐。剧情外声音仅为观众添加，例如电影的背景音乐或旁白的画外音。
Both types create atmosphere, build tension, and guide our emotions. Imagine a scary scene without the creepy non-diegetic music; it would feel much less frightening. Sound is half the experience of any film or video.
两种类型都能营造氛围、制造紧张感并引导我们的情绪。想象一下，如果没有那些令人毛骨悚然的剧情外音乐，一个恐怖场景的恐怖感会大打折扣。声音是任何电影或视频体验的一半。
10. Editing | 剪辑
Editing is the process of selecting and joining together different shots to create a final media text. The pace of editing can change the mood: fast cuts create excitement or chaos, while long, slow cuts can build calm or suspense. Editing also includes transitions like cuts, fades, and dissolves.
剪辑是挑选不同镜头并将它们连接起来以制作最终媒体文本的过程。剪辑的节奏可以改变情绪：快速切换制造兴奋或混乱，而长而缓慢的镜头可以营造平静或悬念。剪辑还包括切换、淡入淡出和叠化等转场。
A cut is a quick change from one shot to another. A fade to black often signals the end of a scene. Through editing, time and space can be manipulated. A sequence that would take hours in real life can be shown in seconds.
切是从一个镜头快速切换到另一个镜头。淡入黑屏通常表示一个场景的结束。通过剪辑，时间和空间可以被操控。现实中需要数小时的事件序列，可以在几秒内呈现。
11. Denotation and Connotation | 明示义与隐含义
Denotation is the literal, dictionary meaning of a sign: what you physically see or hear. Connotation is the deeper, associated meaning or feeling it creates. A red rose in a media text denotes a type of flower, but it connotes love, romance, or even political socialism, depending on context.
明示义是一个符号的字面意思，即词典中的含义：你实际看到或听到的东西。隐含义是它所产生的更深层次的联想意义或感觉。媒体文本中的红玫瑰明示义是一种花，但它可能隐含爱情、浪漫，甚至在特定语境下隐含政治上的社会主义。
When you analyse, always move from denotation (what is there?) to connotation (what does it suggest?). This skill helps you crack the secret messages hidden in images, colours, and words. A dark cloud denotes a weather condition, but it may connote trouble or sadness ahead.
当你分析时，始终从明示义（那里有什么？）过渡到隐含义（它暗示了什么？）。这项技能帮助你破解隐藏在图像、颜色和文字中的秘密信息。乌云明示义是一种天气状况，但它可能隐含即将到来的麻烦或悲伤。
12. Institution | 机构
A media institution is a company or organisation that produces and distributes media texts. Big institutions include the BBC, Disney, Netflix, and News Corp. They have huge power to shape the media we consume, because they decide which projects get funded and shared with the world.
媒体机构是生产和发行媒体文本的公司或组织。大型机构包括 BBC、迪士尼、Netflix 和新闻集团。它们拥有巨大的力量来塑造我们消费的媒体，因为它们决定哪些项目能获得资金并与世界分享。
Understanding the institution behind a media text helps you think about its purpose. Is it a public service broadcaster like the BBC, which aims to inform, educate, and entertain? Or is it a commercial company whose main goal is to make money through advertising or subscriptions?
了解媒体文本背后的机构有助于你思考其目的。它是像 BBC 这样的公共服务广播公司，旨在提供信息、教育和娱乐吗？还是一家商业公司，其主要目标是通过广告或订阅来赚钱？
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