The ability of media consumers to produce their own texts and to have those texts acknowledged by the agenda setting media. Also, the ability of media consumers to respond to the dominant media.

The ability of the media to tell people what and whom to talk and think about. Also refers to those media that have more credibility than their competition.

Media software which has a physical quality and presence.

The group of consumers for whom the media text was constructed as well as anyone else who is exposed to the text.

The process by which a commodity in the marketplace is known primarily for the image it projects rather than any actual quality.

The practice of suppressing a text or part of a text that is considered objectionable according to certain standards.

A description of value, meaning or ideology associated with a media text that is added to the text by the audience.

The process by which a media text is shaped and given meaning through a process that is subject to a variety of decisions and is designed to keep the audience interested in the text.

The audience for whom a commercial media text is constructed and who responds to the text with commercial activity.

The merging of previously separate communication industries such as publishing, computers, film, music and broadcasting, made possible by advances in technology.