| A | B |
|---|
| Media literate | controlling the manner in which you interpret what is happening in the media |
| Authorship | who created the message |
| Format | the techniques used to attract ones attention |
| Audience | people who receive and experience the message |
| Content | the values and pointes of view represented in the message - including stereotypes |
| Purpose | why the message is being sent |
| Pathos | an emotional appeal (adventure, sex appeal, pull at the heart strings) |
| Ethos | establishing credibility (brands, expert testimonials, celebrity endorsements) |
| Logos | an appeal to logic or reason |
| Social media | a form of electronic communication |
| Written media | comprised of printed documents (newspaper, newsletters, fliers, brochures) |
| Radio | the transmission and reception of electromagnetic waves of radio frequency, esp. those carrying sound messages |
| T.V. | the broadcasting of a still or moving image via radiowaves to receivers that project a view of the image |
| Facts | truths known to exist |
| Opinion | statements of personal judgement |
| Inferences | guesses or conclusions about what is not known mede on the basis of what is known |
| Arguments | a conclusions the author wants you to believe based on the strength of the facts and evidence |
| Subtext | an underlying and often distinct theme in a piece of writing or conversation |
| Text | a book or other written or printed work, regarded in terms of its content rather than its physical form |
