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The ability to access, analyze, evaluate, and create media in a variety of forms. Importance: Empowers individuals to be critical thinkers and makers, effective communicators, and active citizens.

The absence of representation, or underrepresentation, of some groups of people in the media, often based on race, gender, sexual orientation, socioeconomic status, etc. Importance: This can perpetuate inequality and stereotypes.

The domination of one culture over others through media and popular culture, often as a result of globalization. Importance: Can lead to a homogenization of cultural experiences and undermine local cultures.

The perceived or real bias of journalists and news producers within the mass media, in the selection of events and stories that are reported, and how they are covered. Importance: Can shape consumer perceptions and opinions on current events.

The study of signs and symbols and their use or interpretation. Importance: Allows for a deeper understanding of media messages through symbols.

The presentation and communication of a message in a particular way that influences our perception of it. Importance: Affects how audiences interpret messages and issues.

The perception that a communication has a greater effect on others than on oneself. Importance: May lead to support for censorship and can influence one's own actions in response to media.

The idea that people use media to fulfill specific desires or needs, such as entertainment, relaxation, or social connection. Importance: Shows how audience's choice of media reflects their needs and the active nature of media consumption.

The idea that media doesn't tell us what to think, but what to think about. Importance: Shapes public discourse by focusing attention on specific issues.

The concentration of media ownership with a few individuals or organizations. Importance: Can reduce diversity of viewpoints and give owners undue political and social influence.

The shaping of a text's meaning by another text. It refers to the complex interrelationship between a text and other texts taken as a reference. Importance: In media, it enriches content by drawing from a broader cultural context.

The merging of traditional media with digital communication technologies such as telecommunications and the internet. Importance: Blurs the lines between different media tools, changing the production, distribution, and consumption of media content.

The subdivision of applied ethics dealing with the specific ethical principles and standards of media. Importance: Provides guidelines for responsible reporting and broadcasting.

The theory that individuals prefer messages that support their pre-existing views and avoid contradictory information. Importance: Explains how people maintain cognitive consistency and the implications for media consumption patterns.

The splitting of audiences into smaller groups due to the plethora of media outlets and platforms. Importance: Leads to targeted content and advertising, but can also lead to polarization and niche marketing.

The process through which information is filtered for dissemination, be it publication, broadcasting, the Internet, or some other mode of communication. Importance: Influences what information reaches the public and how it is presented.

The study of media environments and how they affect human perception, understanding, feeling, and value; and how our interaction with media facilitates or impedes our chances of survival. Importance: Highlights the impact of media on human environments and societies.

The inability of consciousness to distinguish reality from fantasy, especially in technologically advanced postmodern societies. Importance: Challenges the way individuals understand the world around them.

The assertion that prolonged exposure to media shapes viewers' perceptions of reality. Importance: Highlights the potential for media to influence attitudes and social norms over time.

The use of media and communication technologies for social and political movements. Importance: Empowers groups to build awareness and effect societal change.

Digital media forms that have emerged with the advent of internet-based technologies. Importance: Redefines interactions, content creation, and media distribution.

Broadcast material that is intended both to entertain and to inform. Importance: Reflects the mixing of news and entertainment and can affect how news is perceived and consumed.

The structured sequence of events shared in a story or in media representations. Importance: Influences how information is conveyed and can shape cultural understanding through storytelling.

The influence or dominance of one social group over others. In media, hegemony pertains to the control of the cultural narrative by the dominant group. Importance: Sustains power structures and can shape public ideology.

Information, especially of a biased or misleading nature, used to promote or publicize a particular political cause or point of view. Importance: Can influence public opinion and manipulate audiences.

The use of language and images to create meaning about the world around us. Importance: Media representations can shape social realities, construct norms, and influence identities.

The gap between demographics and regions that have access to modern information and communications technology, and those that don't or have restricted access. Importance: Contributes to inequality in information access and literacy.

A theory by Stuart Hall stating that the audience actively interprets and incorporates media content into their own lives. Importance: Emphasizes the role of the audience in interpreting media messages.