Vocabulary

Juxtapose - Place or deal with close together for contrasting effect

Binary opposites - When one thing cannot exist without it opposite. For example a bully cannot be a bully unless it has a nerd to pick on. Bulys and Nerds are opposite but need each other to exist.

Metonymy - The substitution of the name of an attribute or adjunct for that of the thing meant, for example suit for business executive.

Paradigm - A typical example or pattern of something

Semiotics - The study of signs and symbols and their use or interpretation.

Encode - Convert into coded from

Decode - Convert (a coded message) into intelligible language.

Representation - The action of speaking or acting on behalf of someone or the state of being so represented OR the description or portrayal of someone or something in a particular way or as being of a certain nature.

Mode Of Address - in narrative studies, the way in which media texts talk to an audience.

Media Convergence - Convergence is the process where several media channels come together to exists and operate in synergy or rather in harmony. A convergence is basically seen in every person's cell phone, glance down at your palm and there sits a device that can click a photograph, edit and modify the same and also send it like a mail. Some people like to define convergence simply by stating it to be a merger of mass media and communication outlets. In some cases multi-utility of the same gadget or some media was also attributed to be a convergence. There are countless examples that can be found and with the advancement of time and technology manufacturers of technology are engaged in a race to manufacture devices that have a maximum number of media converged within them.
Source - http://www.buzzle.com/articles/what-is-media-convergence.html

Synergy - Synergy in media economics, is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate (Campbell, Richard, Christopher R. Martin, and Bettina Fabos. Media & Culture 5: an Introduction to Mass Communication. Fifth Edition 2007 Update ed. Bostin: Bedford St. Martins, 2007. 606. ) (e.g. film and soundtrack and video game). Walt Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film's sales. For example, the Spider-Man films had toys of webshooters and figures of the characters made, as well as posters and games.