📚 Year 7 CIE Media: Vocabulary & Terminology Quick Guide | Year 7 CIE 媒体：词汇术语速记指南
Welcome to your essential quick guide to media vocabulary for Year 7 CIE Media Studies. Understanding these key terms will help you analyse films, advertisements, news and digital content with confidence. Each term is introduced with a clear definition in English, followed by a Chinese explanation, so you can build both your subject knowledge and bilingual skills.
欢迎使用 Year 7 CIE 媒体研究必备词汇速记指南。掌握这些关键术语将帮助你自信地分析电影、广告、新闻和数字内容。每个术语先用英文给出清晰定义，再配以中文解释，让你在积累学科知识的同时提升双语能力。
1. Media Basics | 媒体基础
Media refers to the different channels or tools used to store and deliver information to a large audience. Examples include television, radio, newspapers, websites and social media platforms. The plural form 'media' comes from 'medium', meaning a single form of communication.
媒体指向广大受众存储和传递信息的不同渠道或工具，例如电视、广播、报纸、网站和社交媒体平台。复数形式 'media' 来源于 'medium'，指单一的传播形式。
Mass media is any form of communication that reaches a huge number of people at the same time, such as a national TV broadcast or a viral social media post. It plays a powerful role in shaping public opinion.
大众媒体是能同时到达巨量人群的任何传播形式，比如全国电视广播或病毒式社交媒体帖子。它在塑造公众舆论方面发挥着强大作用。
Medium (singular) describes one specific form of media. For example, a newspaper is a medium, television is a medium, and a podcast is a medium. In media studies, we always consider the characteristics of the chosen medium.
媒介（单数）描述一种具体的媒体形式。例如，报纸是一种媒介，电视是一种媒介，播客也是一种媒介。在媒体研究中，我们总是会考虑所选媒介的特性。
2. Camera Language | 镜头语言
Camera angle describes the position from which the camera captures the subject. A high angle shot makes the subject look small or vulnerable; a low angle shot makes it appear powerful or dominant; an eye-level shot creates a neutral, realistic feel.
摄像机角度描述摄像机拍摄被摄主体的位置。俯拍镜头使主体显得渺小或脆弱；仰拍镜头使其显得强大或具有支配力；平视镜头则创造出中性、现实的感受。
Shot type refers to how much of the scene or character is visible. An extreme long shot shows a vast landscape, often establishing a location. A close-up fills the frame with a face or object, revealing emotions or details.
景别类型指画面中可见场景或角色的多少。极远景展示广阔的景观，常用于交代地点。特写用面部或物体填满画面，揭示情感或细节。
Pan is a horizontal movement of the camera from left to right (or right to left) on a fixed point, often used to follow action or scan a scene. Tilt is a vertical movement up or down.
摇镜头是摄像机在固定点上从左到右（或从右到左）的水平移动，常用于追踪动作或扫视场景。俯仰镜头是上下垂直移动。
3. Editing & Transitions | 剪辑与转场
Cut is the most common edit where one shot instantly replaces another. It is invisible when continuity is maintained, but a jump cut deliberately breaks the flow to create a jarring effect.
硬切是最常见的剪辑方式，一个镜头瞬间替换为另一个。当保持连贯性时几乎不被察觉，但跳切会故意打破流畅感，制造突兀效果。
Fade gradually darkens the image to black (fade out) or lightens from black (fade in). It often signals the end or beginning of a scene, or the passage of time. A dissolve blends two shots together briefly, suggesting a connection or a smooth time shift.
淡入淡出逐渐将画面变暗直到全黑（淡出）或从全黑中亮起（淡入）。通常表示一个段落的结束或开始，或者时间的流逝。叠化短暂地将两个镜头混合在一起，暗示关联或平滑的时间推移。
Montage is a sequence of short shots edited together to condense time, show a theme or create emotion. Music often ties the images together, making it a powerful storytelling tool.
蒙太奇是将一系列短镜头剪辑在一起，用以压缩时间、展现主题或创造情绪。音乐常常将这些画面串联起来，使其成为一种强大的叙事工具。
4. Sound & Music | 声音与音乐
Diegetic sound is any sound that exists within the world of the film, such as characters talking, footsteps, or a radio playing. Non-diegetic sound is added for the audience only, like background music or a voice-over narrator.
剧情内声音是存在于影片世界中的任何声音，如角色对话、脚步声或正在播放的收音机。剧情外声音仅为观众而添加，如背景音乐或画外音解说员。
Sound effects (SFX) are artificially created or enhanced sounds used to make actions feel more real. Foley artists create footsteps, cloth rustles and door creaks in a studio to match the picture perfectly.
音效是人为创造或增强的声音，用于让动作感觉更真实。拟音师在录音棚里创作出脚步声、衣物摩擦声和门吱嘎声，与画面完美匹配。
Soundtrack is the complete audio of a media product, combining dialogue, music and effects. The soundtrack shapes the mood and guides the audience’s emotional response throughout the story.
声轨是媒体产品的完整音频，结合了对话、音乐和效果。声轨塑造了情绪，并在整个故事中引导观众的情感反应。
5. Narrative & Story | 叙事与故事
Narrative is the structured way a story is told, including the order of events, point of view and pacing. A linear narrative moves from beginning to end in chronological order, while a non-linear narrative uses flashbacks or flash-forwards.
叙事是讲述故事的结构化方式，包括事件的顺序、视角和节奏。线性叙事按时间顺序从开头走向结尾，而非线性叙事使用闪回或闪前。
Genre is a category of media text with familiar conventions. Action films often contain fast editing, stunts and explosions; romantic comedies include misunderstandings and happy endings. Recognising genre helps audiences set expectations.
类型是具有熟悉惯例的媒体文本类别。动作片通常包含快速剪辑、特技和爆炸；浪漫喜剧包含误会和美满结局。识别类型有助于观众设定预期。
Plot refers to the sequence of events that occur, while story includes everything we know about the characters and world, even events not shown. A plot twist surprises audiences by changing the expected direction of the narrative.
情节指发生的事件序列，而故事包括我们对角色和世界的所有了解，甚至未呈现的事件。情节转折通过改变叙事的预期方向给观众带来惊喜。
6. Audience & Targeting | 受众与目标定位
Target audience is the specific group of people a media product is created for, based on age, gender, interests, income or lifestyle. Advertisers research audience habits to make messages more persuasive.
目标受众是媒体产品针对的特定人群，基于年龄、性别、兴趣、收入或生活方式划分。广告商通过研究受众习惯使信息更具说服力。
Demographics are statistical data about populations, often grouped by age range, gender, occupation and location. Media producers use demographics to decide content, style and scheduling.
人口统计学是关于人口的统计数据，通常按年龄段、性别、职业和地点分组。媒体制作人利用这些数据来决定内容、风格和排播。
Active audience theory suggests that viewers do not just passively absorb media messages but interpret them based on their own experiences and beliefs. This means the same film can be understood in different ways by different people.
积极受众理论认为，观众并不仅仅被动吸收媒体信息，而是依据自身的经验和信念进行解读。这意味着同一部电影能被不同的人以不同方式理解。
7. Media Institutions & Platforms | 媒体机构与平台
Media institution is an organisation that creates and distributes media content, such as the BBC, Disney or a local newspaper. Each institution has its own values, funding models and target audiences.
媒体机构是创作和分发媒体内容的组织，如 BBC、迪士尼或一家地方报纸。每个机构都有自己的价值观、资助模式和目标受众。
Platform refers to the digital or physical space where media is consumed. YouTube, Instagram, a cinema screen and a printed magazine are all platforms. Content is often adapted to fit the conventions of the platform.
平台指媒体被消费的数字或物理空间。YouTube、Instagram、电影银幕和印刷杂志都是平台。内容经常被改编以符合平台的惯例。
Public service broadcasting (PSB) is media funded by the public, aiming to inform, educate and entertain without being driven solely by profit. The BBC is a well-known example, funded by a licence fee.
公共服务广播是由公众资助的媒体，目的是提供信息、教育和娱乐，而不单纯以盈利为目的。BBC 就是一个著名例子，通过执照费提供资金。
8. Advertising & Persuasion | 广告与说服
Strapline is a short, memorable phrase used in advertising to sum up the brand’s promise, like 'Just Do It'. A good strapline sticks in the audience’s mind and reinforces the product's identity.
品牌标语是广告中使用的简短易记的短语，用来概括品牌的承诺，例如 'Just Do It'。好的标语停留在观众脑海中，强化产品的身份。
Persuasive technique is a method used to influence audiences, such as using celebrities, exaggeration, repetition or emotional appeals. Knowing these techniques helps you become a more critical consumer of media.
说服技巧是用来影响受众的方法，如使用名人效应、夸张、重复或情感诉求。了解这些技巧有助于你成为更具批判力的媒体消费者。
Product placement is the inclusion of branded goods in films, TV shows or games in exchange for payment. When a character drinks a specific soft drink, it is often a paid promotion rather than a random choice.
植入式广告是在电影、电视节目或游戏中放置品牌商品以换取费用的行为。当角色喝特定品牌的软饮料时，往往是有偿推广而非随机选择。
9. Representation & Stereotypes | 表征与刻板印象
Representation is how media portrays groups, events or ideas. Every image and story is a constructed version of reality, not reality itself. Media choices such as casting, lighting and framing shape these representations.
表征是媒体如何描绘群体、事件或想法。每一个图像和故事都是经过构建的现实版本，而非现实本身。选角、灯光和构图等媒体选择塑造了这些表征。
Stereotype is a simplified and often exaggerated image of a group, assuming all members share the same traits. While stereotypes can be used for quick communication, they are frequently misleading and unfair.
刻板印象是某一群体被简化且常被夸大的形象，假设所有成员都具有相同特质。虽然刻板印象可用于快速传达信息，但它们常常具有误导性且不公。
Counter-stereotype deliberately challenges traditional expectations, presenting characters that go against the usual clichés. For instance, a male nurse or a female firefighter breaks gendered assumptions and encourages audiences to think differently.
反刻板印象有意挑战传统期待，呈现出违背常见陈词滥调的人物。例如，男性护士或女性消防员打破了性别假设，鼓励观众进行不同思考。
10. Digital & Social Media | 数字媒体与社交媒体
Social media is interactive technology that enables users to create and share content. Platforms like TikTok, Instagram and X (formerly Twitter) have reshaped how news, entertainment and personal identity are shared globally.
社交媒体是让用户创作和分享内容的互动技术。TikTok、Instagram 和 X（原 Twitter）等平台重塑了新闻、娱乐和个人身份在全球范围内共享的方式。
Viral content is a piece of media that spreads rapidly across the internet through sharing and word of mouth. Virality is often unpredictable, but emotionally charged, funny or shocking content tends to travel fastest.
病毒式内容是通过分享和口口相传在互联网上迅速传播的媒体内容。传播速度往往不可预测，但充满情感、有趣或令人震惊的内容往往传播得最快。
Influencer is an individual who has built a large following on social media and can affect the opinions or purchasing decisions of their audience. Brands often partner with influencers for marketing campaigns aimed at younger demographics.
网红是在社交媒体上建立了大量粉丝基础，并能影响受众观点或购买决定的个人。品牌经常与网红合作，针对年轻群体开展营销活动。
11. Codes & Conventions | 符码与惯例
Media codes are the systems of signs and symbols that create meaning. Technical codes include camera work, lighting and editing. Symbolic codes cover elements like colour, costume and body language. Together they guide how we interpret a text.
媒体符码是创造意义的符号系统。技术符码包括拍摄手法、灯光和剪辑。象征符码涵盖颜色、服装和身体语言等元素。它们共同指导我们解读文本。
Conventions are the generally accepted ways of doing things within a genre or medium. For example, a news bulletin typically has a serious presenter, a desk and rolling headline graphics. Audiences rely on conventions to quickly identify content types.
惯例是在某一类型或媒介中被普遍接受的做法。例如，新闻简报通常有严肃的主持人、一张桌子和滚动的标题图形。受众依赖惯例来快速识别内容类型。
Denotation is the literal, surface-level meaning of a sign (what you see), while connotation is the deeper, associated meaning (what you feel or think). A red rose denotes a flower, but connotes love and romance.
外延是符号的字面、表面含义（你所看到的），而内涵是更深刻的联想含义（你所感受到或想到的）。一朵红玫瑰外延指一种花，但内涵则关联着爱与浪漫。
12. Regulation & Ethics | 监管与伦理
Media regulation involves rules and codes that media producers must follow to ensure content is fair, accurate and appropriate. Regulators like Ofcom in the UK set boundaries for broadcasting, especially regarding harmful material and advertising to children.
媒体监管涉及媒体生产者必须遵守的规则和准则，以确保内容公平、准确且适当。英国的 Ofcom 等监管机构为广播设定界限，尤其在有害内容和儿童广告方面。
Ethics in media refers to the moral principles guiding what should or should not be shown. Issues include privacy, consent, representation and the protection of vulnerable groups. Ethical decision-making builds trust with the audience.
媒体伦理指指导哪些内容该展示、哪些不该展示的道德原则。问题涉及隐私、知情同意、表征和弱势群体保护。合乎伦理的决策能建立受众的信任。
Plagiarism is using someone else’s work without permission and presenting it as your own. In media production, this includes copying images, scripts or videos without proper credit. Understanding copyright is an essential part of being a responsible media creator.
抄袭是未经允许使用他人作品并将其作为自己的成果呈现。在媒体制作中，这包括未经适当署名就复制图像、脚本或视频。理解版权是成为负责任媒体创作者的重要部分。
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