Key words - 'A'

Actuality : Filming or reporting of Real Life events E.g. Kashmir bombings
Alientation: Marxist term for the emotional seperation of workers from the product of their own labour as a result of complex mass production process.
Althusser, Louis - interested in the role of the media in supporting dominant ideology.
Antagonist: the principle opposing figure or villian in a narrative, set in bunary opposition against the protagonist.
Anit-narrative: a text that challenges the traditional idea of sequence linear narrative by using flashbacks, unrelated images and altered in time sequence.
Archetype: an often-repeated character type or representation which is instantly recognisable to an audience.
Aspirational media: magazines whos readership aspires to the lifestyle represented in the magazines.
Attitudes, Beliefs and Values: term commonly used when discussing the audience for media products and the factors of influencing the reception of media messages.
Avant-garde: an experiemental style of film production that breaks new ground in the taste, content and treatement, often attracting criticism from the mainstream for its radical challenge to the orthodox.