who cares media?

media play a huge role in our lives. the Internet, TV, radio, newspapers, movies and books inform our ideas, values and beliefs. they shape our understanding of the world.

Noam Chomsky

". . . to take apart the system of illusions and deception which functions to prevent understanding of contemporary reality [is] not a task that requires extraordinary skill or understanding. It requires the kind of normal skepticism and willingness to apply one's analytical skills that almost all people have and that they can exercise."

what's wrong with Advertisement?

most of the income of for-profit media outlets comes not from their audiences, but from commercial advertisers who are interested in selling products to that audience. although people sometimes defend commercial media by arguing that the market gives people what they want, the fact is that the most important transaction in the media marketplace--the only transaction, in the case of broadcast television and radio--does not involve media companies selling content to audiences, but rather media companies selling audiences to sponsors.

this gives corporate sponsors a disproportionate influence over what people get to see or read. most obviously, they don't want to support media that regularly criticizes their products or discusses corporate wrongdoing. more generally, they would rather support media that puts audiences in a passive, non-critical state of mind-making them easier to sell things to. advertisers typically find affluent audiences more attractive than poorer ones, and pay a premium for young, white, male consumers-factors that end up skewing the range of content offered to the public.

Saturday, July 12, 2008

Glossary on Film Terms (A-G)

A
A & B CUTTING.
A method of assembling original material in two separate rolls, allowing optical effects to be made by double printing (A and B Printing).
A OR B WIND. When a roll of 16mm film, perforated along one edge, is held so that the outside end of the film leaves the roll at the top and toward the right, winding "A" should have the perforations on the edge of the film toward the observer, and winding "B" should have the perforations on the edge away from the observer. In both cases, the emulsion surface should face inward on the roll.
ADDITIVE COLOR. Color mixture by the addition of light of the three primaries, red, green, and blue.
ADO (Ampex Digital Optics). Trade name for digital effects system manufactured and sold by Ampex.
ADVANCE. The separation between a point on the sound track of a film and the corresponding picture image.
AGC (Automatic Gain Control). A circuit that automatically adjusts audio or video input levels.
ANALOG. An electrical signal that is continuously variable.
ANIMATIC. Limited animation consisting of art work shot and edited to serve as a video tape storyboard. Commonly used for test commercials.
ANAMORPHIC. An optical system having different magnifications in the horizontal and vertical dimensions of the image.
ANSWER PRINT. The first print combining picture and sound submitted by the laboratory for the customers' approval.
APERTURE. Effective Aperture: The apparent diameter of a lens viewed from the position of the object against a diffusely illuminated background, such as a sky. Picture Aperture: The rectangular opening in a metal plate at which each frame of the motion picture film is situated during exposure, printing, or projection. Relative Aperture: The ratio of the focal length of a lens to its effective aperture for an object located at infinity. See f/number.
ASA. Exposure Index or speed rating that denotes the film sensitivity, defined by the American National Standards Institution. Actually defined only for black-and-white films, but also used in the trade for color films.
ASSEMBLY EDIT. An edit wherein all existing signals on a tape, if any, are replaced with new signals. (See also Insert Edit)
AUTO ASSEMBLY. Process of assembling an edited video tape on a computerized editing system, controlled by an edit decision list.

B
BACKING.
Anti-halation Backing: A temporary, dark-colored, gelatin coating which is sometimes applied to the rear side of a photographic plate or film to reduce halation by absorbing any light that may pass through the emulsion. Non-Curl Backing: A transparent, gelatin coating, sometimes applied to the opposite side of a photographic film from the emulsion to prevent curling by balancing the forces that tend to curl the film as it is wet and dried during processing.
BASE. The transparent, flexible support, commonly cellulose acetate, on which photographic emulsions are coated to make photographic film.
BI-PHASE. Electrical pulses from the tachometer of a telecine, used to update the film footage encoder for each new frame of film being transferred.
BLANKING. Portions of the video signal during which both camera and receiver complete a scan line (horizontal blanking) or field (vertical blanking), and retrace to begin the next scan.
BLEACH. (1) Converting a metallic silver image to a halide or other salt which can be removed from the film with hypo. When bleaching is not carried to completion, it is called reducing. (2) Any chemical reagent that can be used for bleaching.
BREAK-DOWN. The separation of a roll of camera original negative into its individual scenes.

C
CAMERA LOG.
A record sheet giving details of the scenes photographed on a roll of original negative.
CELL SIDE. The base ('Celluloid') surface of a strip of film.
CHANGE-OVER. In projection, the act of changing from one projector to another, preferably without interrupting the continuity of projection; or, the points in the picture at which such a change is made.
CHECKER-BOARD CUTTING. A method of assembling alternate scenes of negative in A and B rolls allowing prints to be made without visible splices.
CHROMAKEY. Electronically matting or inserting an image from one camera into the picture produced by another Also called "keying." The subject to be inserted is shot against a solid color background. Signals from the two sources are merged through a special effects generator.
CHROMINANCE. The color portion of a video signal.
CINCH MARKS. Short scratches on the surface of a motion picture film, running parallel to its length; these are caused by improper winding of the roll, permitting one coil of film to slide against another.
CINEMASCOPE. Trade name of a system of anamorphic widescreen presentation.
CINEX STRIP. A short test print in which each frame has been printed at a different exposure level.
COMPOSITE PRINT. A motion picture print with both picture and sound on the same strip of film.
COLOR BURST. Sample of the color sub carrier inserted into the horizontal blanking interval at the start of each line of video.
COMPONENT VIDEO. System of signal recording and processing that maintains the original video elements separately rather than combined (encoded) into a single, composite signal.
COMPOSITE VIDEO. A video signal in which the luminance and chrominance elements have been combined, as in NTSC, PAL and SECAM.
CONTRAST. (1) The general term for describing the tone separation in a print in relation to a given difference in the light-and.shade of the negative or subject from which it was made. Thus, "contrast" is the general term for the property called "gamma" (Y), which is measured by making an H & D Curve for the proces under study. (2) The range of tones in a photographic negative or positive expressed as the ratio of the extreme opacities or transparencies or as the difference between the extreme densities This range is more properly described as "scale" or "latitude" (3) The ability of a photographic material, developer, or process as a whole to differentiate among small graduations in the tones of the subject.
CONTROL TRACK. Electronic sprocket holes recorded on video tape to guide the heads and control tape transport during playback.
CRI. Color Reversal Intermediate, a duplicate color negative prepared by reversal processing.
CROSS MOD. A test method for determining the optimum print requirements for a variable area sound track.
CURL. A defect of a photographic film consisting of unflatness in a plane cutting across the width of the film. Curl may result from improper drying conditions, and the direction and amount of curl may vary with the humidity of the air to which the film is exposed.
CUTTING. The selection and assembly of the various scenes or sequences of a reel of film.

D
D-1. Component video in the 19 mm digital cassette format.
D-2: Composite video in the 19 mm digital cassette format,
D-3: Composite video in the half-inch digital cassette format.
D-5: Component video in the half-inch digital cassette format. (There is no D-4 format.)
DAILIES. The first positive prints made by the laboratory from the negative photographed on the previous day.
DENSITY. The negative logarithm to the base ten of the transmittance (or reflectance) of the sample. A sample which transmits 1/2 of the incident light has a transmittance of 0.50. or 50% and a density of 0.30.
DECIBEL: A unit of measure applied to both sound and electrical signals, based on a logarithmic scale. Also referred to as "db's."
DIGITAL: A system whereby a continuously variable (analog) signal is broken down and encoded into discrete binary bits that represent a mathematical model of the original signal.
DISSOLVE. A transition between two scenes where the first merges imperceptibly into the second (Lap Dissolve: Mix).
DROP FRAME: A type of SMPTE time code designed to match clock time exactly. Two frames of code are dropped every minute, on the minute, except every tenth minute, to correct for the fact that color frames occur at a rate of 29.97 per second, rather than an exact 30 frames per second (see Non-Drop Frame). Designed to drive editors crazy.
DUBBING. The combination of several sound components into a single recording.
DUPE, DUPE NEGATIVE. A duplicate negative, made from a master positive by printing and development or from an original negative by printing followed by reversal development.
DVE (Digital Video Effects): Special effects, such as picture compression, rotation, reversal, etc., performed with a digital effects system. Also, the trade name for a video system manufactured by NEC.

E
EBERHARD EFFECT.
Another manifestation of adjacency effects. A series of photographic line images of various widths, all exposed with equal intensities. As the lines become narrower, the concentration of reaction products is reduced, and thus the narrower lines develop to a higher density than do the wider lines. This effect would be expected to continue with successive narrowing until one reached the width of the spread function of the system, including film, used to expose the line. Beyond this point, the effects of the spread function of the system dominate, and light scattering decreases the true light exposure in the film, but the size of the image is not smaller than the spread function of the system.
EBR (Electronic Beam Recorder): Exposes film directly using an electronic beam compared to recording from a CRT. (See also Kinescope.)
EDGE NUMBERS. Numbers printed along one edge of a motion picture film outside the perforations to designate the footage.
EDIT SYNC (LEVEL SYNC) (EVEN SYNC). The relation between the picture and sound records during editing, when they are in alignment and not offset as for projection.
EDL (Edit Decision List): List of edits prepared during off-line editing prior to on-line editing.
EMULSION, EMULSION LAYER. (1) Broadly, any light-sensitive photographic material consisting of a gelatin emulsion containing silver halide together with the base and any other layers or ingredients that may be required to produce a film having desirable mechanical and photographic properties (2) In discussions of the anatomy of a photographic film, the emulsion layer is any coating that contains light sensitive silver halide grains, as distinguished from the backing, base, substratum, or filter layers.
ENCODER: A circuit that combines the primary red, green and blue signals into a composite video signal.
EPR (Electronic Pin Register): Stabilizes the film transport of a telecine. Reduces ride (vertical movement) and weave (horizontal movement). Operates in real time. (See also Steady Gate.)

F
f-NUMBER.
A symbol that expresses the relative aperture of a lens. For example, a lens having a relative aperture of 4.5 would be marked: f/4.5.
FADE. An optical effect in which the image of a scene is gradually replaced by a uniform dark area, or vice versa.
FAST. (1) Having a high photographic speed. The term may be applied to a photographic process as a whole, or it may refer to any element in the process, such as the optical system, emulsion, developer. (2) Resistant to the action of destructive agents. For example, a dye image may be fast to light, fast to heat, or fast to diffusion.
FIELD: One-half of a television frame, containing all the odd or even scanning lines of the picture.
FILTER LAYER In a photographic film, a thin, uniform, colored layer that is coated above or below the emulsion to serve as a light filter; it controls the spectral quality of the light reaching the emulsion.
FIXING. The removal of unexposed silver halides from the film during processing.
FLAT. An image is said to be "flat" if its contrast is too low. Flatness is a defect that does not necessarily affect the entire density scale of a reproduction to the same degree. Thus, a picture may be "flat" in the highlight areas, or "flat" in the shadow regions, or both.
FLICKER. The alternation of light and dark periods which can be visually appreciated.
FLUTTER. In sound, rapid period variation of frequency caused by unsteadiness of the film or tape drive.
FOG. Darkening of photographic film by its exposure to undesirable light, or by poor emulsion or improper development.
FOLEY: Background sounds added during audio sweetening to heighten realism, e.g., footsteps, bird calls, heavy breathing, short gasps, etc.
FOOTAGE ENCODER TIME CODE GENERATOR: An electronic device which takes the input from a reader of Keykode numbers, decodes this information and correlates the numbers with the SMPTE time code it generates. These data, along with 3:2 pull-down status of the transfer, footage count, and audio time code (if applicable) are made available for window burn-ins, VITC-LTC recording and output to a computer. (See KODAK Guide to Film and Video Post Production - Publication H-64.)
FORMAT. The size or aspect ratio of a motion picture frame.
FRAME (FILM). The individual picture image on a strip of motion picture film.
FRAME (VIDEO): A complete television picture made up of two fields, produced at the rate of approximately 29.97 Hz (color), or 30 Hz (black & white).
FRAMESTORE: A digital device designed to store and display a single television frame as a "freeze frame." (See also Still Store.)
FREEZE FRAME. An optical printing effect in which a single frame image is repeated so as to appear stationary when projected.
FRONT END. General terms for all production and preparation work up to the Answer Print stage before Release Printing.

G
GATE.
The aperture assembly at which the film is exposed in a camera, printer or projector.
GENLOCK: A system whereby the internal sync generator in a device, such as a camera, locks on to and synchronizes itself with an incoming signal.

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