📚 Media Vocabulary Quick-Reference Guide | 媒体词汇术语速记指南
Welcome to your Year 7 Cambridge media vocabulary folder! This guide is designed to help you quickly learn and remember the most important terms you will meet in media studies. Each section introduces key words with simple explanations and memory tricks. Whether you are analysing a film trailer, designing a poster, or studying online news, these terms will become your toolkit for talking about media like a pro.
欢迎来到你七年级剑桥媒体词汇文件夹！本指南旨在帮助你快速学习和记住媒体研究中最关键的术语。每个小节都会通过简单的解释和记忆窍门来介绍重点词汇。无论你是在分析电影预告片、设计海报，还是研究网络新闻，这些术语都会成为你像专业人士一样讨论媒体的工具包。
1. What is Media? | 什么是媒体？
The word 'media' comes from the Latin 'medium', meaning middle or channel. Media are all the ways we send and receive messages to a large audience. Think of media as a bridge between a creator and many viewers, readers or listeners. It includes television, radio, newspapers, magazines, websites, social apps and even video games.
'媒体'一词源于拉丁语'medium'，意思是中间或渠道。媒体是我们向大量受众发送和接收信息的所有方式。你可以把媒体想象成连接创作者与众多观众、读者或听众的桥梁。它包括电视、广播、报纸、杂志、网站、社交软件甚至电子游戏。
- Mass media – communication reaching huge numbers of people at once, like a national TV broadcast. | 大众媒体 – 一次性触达庞大群体的传播方式，如全国电视广播。
- Platform – the place where media content appears, such as YouTube, Netflix or TikTok. | 平台 – 媒体内容出现的场所，例如 YouTube、Netflix 或 TikTok。
- Audience – the people who watch, read or listen to a media product. Always ask: who is this made for? | 受众 – 观看、阅读或收听媒体产品的人。永远要问：这是为谁制作的？
2. Types of Media | 媒体类型
Media can be divided into three big families: print, broadcast and digital. Print media is anything on paper, such as newspapers and comic books. Broadcast media sends signals through the air or cables, like TV and radio. Digital media uses the internet, including websites, blogs, podcasts and social media. Most modern media mixes these forms together – a news website might have text, video and audio all on one page.
媒体可以分成三大家族：印刷媒体、广播媒体和数字媒体。印刷媒体是任何纸制品，比如报纸和漫画书。广播媒体通过空中或电缆发送信号，如电视和广播。数字媒体使用互联网，包括网站、博客、播客和社交媒体。大多数现代媒体将这些形式混合在一起——一个新闻网站可能在一页上同时包含文字、视频和音频。
Some specific terms you will hear often:
你经常会听到的一些具体术语：
- Print media – media on paper, e.g. magazines, posters, leaflets. | 印刷媒体 – 纸上的媒体，如杂志、海报、传单。
- Broadcast media – TV and radio programmes sent out to many receivers at once. | 广播媒体 – 同时发送给众多接收器的电视和广播节目。
- Digital media – any media stored in computer files and shared online. | 数字媒体 – 以电脑文件存储并在网上分享的任何媒体。
- Multimedia – a product using more than one type of content, like text + video + animation. | 多媒体 – 使用多于一种内容类型的产品，如文字+视频+动画。
3. Key Camera Terms | 摄影关键术语
Cameras are the eyes of media. Learning a few camera words will help you describe any image or video. The main shot types tell us how close or far the subject appears. Camera angles tell us the position of the camera and often suggest power or mood. Camera movement makes the scene feel alive and guides your attention.
相机是媒体的眼睛。学习一些相机词汇将帮助你描述任何图像或视频。主要的镜头类型告诉我们主体看起来有多近或多远。相机角度告诉我们相机的位置，并且常常暗示权力或情绪。相机运动让场景变得生动，并引导你的注意力。
- Close-up (CU) – shows a face or object in detail, often to show emotion. | 特写 (CU) – 详细展示面部或物体，常用来表现情绪。
- Medium shot (MS) – shows a person from the waist up, common in dialogue. | 中景 (MS) – 从腰部以上展示人物，常见于对话场景。
- Long shot (LS) – shows the whole body and some surroundings, often to set the scene. | 远景 (LS) – 展示整个身体和一些周围环境，常用来建立场景。
- Low angle – camera looks up at subject, making it seem powerful. | 低角度 – 相机仰视主体，使其显得强大。
- High angle – camera looks down, making the subject look small or weak. | 高角度 – 相机俯视，使主体显得渺小或弱小。
- Pan – camera turns horizontally from a fixed spot. | 摇镜 – 相机在固定点上水平转动。
- Tilt – camera moves up or down from a fixed spot. | 俯仰镜 – 相机从固定点上下移动。
4. Film Terminology | 电影术语
Film language has its own special words. When you talk about a movie's story, you are discussing its narrative. The speed at which the story moves, or how long each shot lasts, is called pace. The world where the story happens, including time and place, is the setting. And mise-en-scène is a French phrase that means everything you can see in a scene – props, lighting, costumes, even the actors' positions. Think of mise-en-scène as the 'visual ingredients' on screen.
电影语言有自己独特的词汇。当你谈论一部电影的故事时，你就是在讨论它的叙事。故事发展的速度，或者每个镜头的时长，被称为节奏。故事发生的时间与地点构成设定。而场面调度是一个法语短语，指的是场景中你能看到的一切——道具、灯光、服装，甚至演员的位置。可以把场面调度想象成屏幕上的'视觉配料'。
- Genre – a category of film based on shared features, like horror, comedy or sci-fi. | 类型 – 根据共同特征划分的电影类别，如恐怖、喜剧或科幻。
- Cut – the point where one shot instantly changes to another. | 剪切 – 一个镜头瞬间切换到另一个镜头的转换点。
- Transition – how one shot changes to the next, e.g. fade, dissolve, wipe. | 转场 – 一个镜头如何变化到下一个镜头，如淡出、溶解、划像。
- Soundtrack – all the sound in a film, including dialogue, music and effects. | 配乐/声轨 – 电影中的所有声音，包括对话、音乐和音效。
5. Advertising Language | 广告语言
Adverts want to grab your attention and persuade you. They use special words called slogans – short, memorable phrases like a brand's catchphrase. The main image or headline that first catches your eye is known as the hook. Adverts also often include a call to action, telling you what to do next, for example 'Buy now' or 'Visit our website'. Colours, symbols and famous people (celebrities) are used to create a feeling or trust. This is called association.
广告想要抓住你的注意力并说服你。它们使用一种称为广告语的特殊词语——像品牌口头禅一样简短好记的短语。最先吸引你眼球的主图像或大标题称为钩子。广告通常还包括行动号召，告诉你下一步该做什么，例如'立即购买'或'访问我们的网站'。颜色、符号和名人被用于创造一种感觉或信任。这叫做联想。
- Target audience – the specific group of people an advert tries to reach, e.g. teenagers, parents. | 目标受众 – 广告试图触及的特定人群，如青少年、家长。
- Brand identity – the personality and look of a brand, created through logo, colours and tone. | 品牌标识 – 品牌的个性和外观，通过标志、色彩和语调来创造。
- USP (Unique Selling Point) – what makes a product different from others. | 独特卖点 – 让产品与众不同的特点。
- Persuasive language – words that encourage you to act, such as 'free', 'new', 'limited time'. | 说服性语言 – 促使你行动的词语，如'免费'、'全新'、'限时'。
6. News and Journalism | 新闻与新闻业
News media follow a special structure to tell stories quickly and clearly. The headline is the large title at the top of a news article. It often uses short, dramatic words to catch interest. The lead (or lede) is the first sentence or paragraph that summarises the most important facts: who, what, when, where, why. This is called the 5 Ws. A well-written news article is often described as an inverted pyramid: the most crucial information comes first, and less important details follow.
新闻媒体遵循一种特殊结构来快速清晰地讲述事件。标题是新闻文章顶部的大号题目，常使用简短、戏剧性的词语来引起兴趣。导语是第一句话或段落，总结最重要的事实：谁、什么、何时、何地、为何。这就是所谓的5个W。一篇写得好的新闻文章常被描述为倒金字塔：最关键的信息最先出现，次要细节紧随其后。
- Byline – the name of the journalist who wrote the article, usually under the headline. | 作者署名 – 撰写文章的记者名字，通常在标题下方。
- Caption – a short description under a photo or image. | 图片说明 – 照片或图像下方的简短描述。
- Bias – when a news story unfairly favours one side or opinion. | 偏见 – 新闻报道不公平地偏向某方或某种观点。
- Fact – something that can be proved true. Opinion – a personal belief or judgement. | 事实 – 可以证明为真的东西。观点 – 个人的信念或判断。
7. Social Media Vocabulary | 社交媒体词汇
Social media has its own fast-changing language. A post is any content you share, whether text, photo or video. The act of sharing someone else's post with your followers is a repost or share. When a post spreads very quickly, we say it goes viral. Engagement refers to how people interact with content – likes, comments and shares. Meanwhile, an influencer is a user who has built a large following and can affect their audience's opinions or buying habits.
社交媒体有自己的快速变化语言。帖子是你分享的任何内容，无论是文字、照片还是视频。将别人的帖子与你的关注者分享的行为就是转发。当一个帖子传播极快时，我们说它病毒式传播。互动指的是人们如何与内容互动——点赞、评论和分享。同时，网红是拥有大量粉丝并能影响其受众意见或购买习惯的用户。
- Feed – the constantly updating stream of posts from accounts you follow. | 动态消息 – 你关注的账户不断更新的帖子流。
- Hashtag (#) – a keyword or phrase with a hash symbol to make posts searchable by topic. | 话题标签 (#) – 带有井号的关键词或短语，使帖子可按话题搜索。
- Algorithm – the set of rules platforms use to decide which content to show you first. | 算法 – 平台用来决定优先展示哪些内容的一套规则。
- Follower – a user who subscribes to your updates. | 粉丝/关注者 – 订阅你更新的用户。
8. Sound and Music in Media | 媒体中的声音与音乐
Sound can make or break a media product. There are two important sound types: diegetic and non-diegetic. Diegetic sound is any noise that exists inside the story world – characters talking, a door slamming, music from a radio on screen. Non-diegetic sound comes from outside that world, such as background music (score) or a narrator's voice. The difference helps you understand what is part of the fictional scene and what is added for the audience's mood.
声音可以成就或毁掉一个媒体产品。有两种重要的声音类型：剧情声和非剧情声。剧情声是存在于故事世界内的任何声音——角色说话、门砰地关上、画面中收音机传出的音乐。非剧情声来自故事世界之外，如背景音乐（配乐）或旁白音。这种区别有助于你理解哪些是虚构场景的一部分，哪些是为营造观众情绪而添加的。
- Dialogue – the spoken words between characters. | 对白 – 角色之间的对话。
- Sound effects (SFX) – sounds added to create realism or impact, like footsteps or explosions. | 音效 (SFX) – 为制造真实感或冲击力而添加的声音，如脚步声或爆炸声。
- Voice-over – a voice speaking while the audience does not see the speaker, often used for narration. | 画外音 – 观众看不到说话人时的声音，常用于叙述。
- Volume and pitch – how loud or soft, high or low a sound is, used to build tension. | 音量和音调 – 声音的高低强弱，用于制造紧张感。
9. Editing and Post-production | 剪辑与后期制作
Editing is where all the pieces come together. The editor selects the best takes and joins them together. A sequence is a series of shots placed in order to tell part of the story. The rhythm of editing can be fast to create excitement, or slow and calm. One famous editing technique is the montage – a series of short shots compressed together to show time passing, like a training sequence in a sports film. Another is the cutaway, a shot that temporarily shows something else, often to hide a jump in time.
剪辑是所有素材整合在一起的地方。剪辑师挑选最佳镜头并将它们连接起来。序列是按顺序排列的一系列镜头，用于讲述故事的一部分。剪辑的节奏可以很快来制造兴奋感，也可以缓慢而平静。一个著名的剪辑技巧是蒙太奇——一系列短镜头压缩在一起，用来表现时间的流逝，比如体育电影中的训练片段。另一个是切出镜头，暂时展示其他事物的镜头，通常用来掩饰时间跳跃。
- Continuity editing – cutting that makes the action appear smooth and logical, without confusing jumps. | 连贯性剪辑 – 使动作显得流畅合理的剪辑，没有令人困惑的跳跃。
- Special effects (VFX) – images created digitally that cannot be filmed in real life. | 特效 (VFX) – 用数字技术创造的、现实中无法拍摄的图像。
- Green screen – a bright green background used to add a different background later digitally. | 绿幕 – 鲜艳的绿色背景，后期通过数字技术添加不同的背景。
- Render – the process of a computer building the final video file from all the edited layers. | 渲染 – 电脑从所有编辑图层生成最终视频文件的过程。
10. Audience and Representation | 受众与再现
Every media product is created with an audience in mind. The people who make media think carefully about representation – how different groups of people are shown. This includes age, gender, ethnicity and ability. Representation can be positive, showing the full human experience, or negative, relying on stereotypes. A stereotype is an oversimplified idea of what a group of people is like. Learning to spot stereotypes helps you become a critical media consumer.
每个媒体产品在创作时都会考虑受众。制作媒体的人会仔细思考再现——如何呈现不同的人群。这包括年龄、性别、种族和能力。再现可以是积极的，展示完整的人类体验；也可以是消极的，依赖于刻板印象。刻板印象是对某个群体特征的过度简化看法。学会识别刻板印象，有助于你成为一名具有批判性思维的媒体消费者。
- Demographics – statistical data about a population, such as age, income and education, used to define an audience. | 人口统计特征 – 关于人口的统计数据，如年龄、收入和教育程度，用于界定受众。
- Psychographics – information about people's attitudes, interests and lifestyle. | 心理统计特征 – 关于人们态度、兴趣和生活方式的信息。
- Niche audience – a small, very specific group of people interested in a particular topic. | 小众受众 – 对特定话题感兴趣的、规模很小的特定人群。
- Mass audience – a very large, general group of people, like prime-time TV viewers. | 大众受众 – 规模庞大的普通人群，如黄金时段电视观众。
11. Narrative and Storytelling | 叙事与故事讲述
Stories in media follow patterns that help us understand them. The classic narrative structure includes a beginning (setup), middle (conflict) and end (resolution). Characters are the driving force: the protagonist is the main character we follow, while the antagonist works against them. Many stories also use an enigma – a puzzle or mystery that keeps the audience asking questions and wanting to watch more. Think of enigma as the secret sauce that makes you binge a whole series.
媒体中的故事遵循帮助我们理解它们的模式。经典的叙事结构包括开端（设定）、中段（冲突）和结局（解决）。人物是驱动力：主角是我们跟随的主要人物，而对手则与主角作对。许多故事还使用谜团——一个让观众不断提问并想继续观看的谜题或悬疑。可以把谜团想象成让你一口气刷完整季的秘密配方。
- Plot – the sequence of events that make up the story. | 情节 – 构成故事的事件顺序。
- Cliffhanger – an ending that leaves the audience in suspense, hoping for a continuation. | 悬念结局 – 让观众陷入紧张等待的下文分解式结尾。
- Flashback – a scene that shows events from the past. | 闪回 – 展示过去事件的场景。
- Linear narrative – a story told in time order, from beginning to end. | 线性叙事 – 按时间顺序、从头到尾讲述的故事。
- Non-linear narrative – a story that jumps around in time, like using flashbacks. | 非线性叙事 – 时间跳跃的故事，如使用闪回。
12. Quick Tips for Memorising Terms | 记忆术语小贴士
Memorising vocabulary does not have to be boring. Try making your own mnemonics (memory tricks). For example, to remember 'diegetic' and 'non-diegetic', think: 'Diegetic is in the DIary of the characters; Non-diegetic is Not in their world.' Flashcards work wonders: write the term on one side, the definition and an example on the other. Another method is to watch a short clip and shout out the terms you spot – this works even better with a friend.
记忆词汇不一定枯燥。尝试自己编助记诀窍。比如，为了记住'剧情声'和'非剧情声'，可以这样想：'剧情声是角色日记（DIary）里的声音；非剧情声不在他们的世界（Not in their world）。'闪卡效果惊人：一面写术语，另一面写定义和例子。另一个方法是观看一个短视频片段，喊出你发现的术语——如果能跟朋友一起，效果会更好。
- Visualisation – link the word to a mental image. For 'close-up', picture a giant face filling your TV screen. | 视觉化 – 将词语与脑海图像相连。对于'特写'，想象一张大脸占满电视屏幕。
- Word breakdown – 'tele' means distant (television = distant vision); 'scope' means to look (microscope). | 拆词法 – 'tele'表示远距离（电视=远处的影像）；'scope'表示观察（显微镜）。
- Use it or lose it – try writing a short review of a film or advert and challenge yourself to include five new terms. | 用进废退 – 尝试写一篇关于电影或广告的短评，挑战自己用上五个新术语。
- Teach someone – explain the terms to a family member. Teaching is one of the best ways to cement knowledge. | 教给别人 – 向家人解释术语。教学是巩固知识的最佳途径之一。
Keep this guide handy. Every time you watch a film, scroll through social media or see an advert, ask yourself: what media language can I spot? You will be surprised how quickly the terms become second nature.
把这份指南放在手边。每次你看电影、刷社交媒体或看到广告时，问问自己：我能发现哪些媒体语言？你会惊讶地发现，这些术语很快就能变得运用自如。
Published by TutorHao | Media Revision Series | aleveler.com
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