iif_kgpm_Dictionary_of_Media

added valueadded value extra or additional promotionservice or benefit that a publicationcan offer its advertisers, suchas supplements or special sectionsaddendum section of a book, magazine,or Web site that is tacked on,usually at the end, such as an appendixor a further reading sectionaddressable technology equipmentenabling a program provider (such asa cable television provider) to switchto pay servicesaddressee in Roman Jakobson’smodel of communication, thereceiver(s) of a message; the person(s)to whom a message is addressedaddresser in Roman Jakobson’smodel of communication, term referringto the sender(s) of a message;that is, the person(s) who addresses amessage to someoneadjacency commercial break betweentelevision programsAdler, Alfred (1870–1937) Austrianpsychiatrist who coined the terminferiority complex, which he saw asthe primary source of characteristicbehaviors and of most neuroses—incontrast to Freud’s emphasis onsexual drives as the primary psychicforces. Adler’s most influential worksare Über den nervösen Charakter(1912; The Nervous Constitution)and Menschenkenntnis (1927; UnderstandingHuman Nature). His worksare often cited in psychological studiesof media reception and communicationproblems.admass segment of society at whichan advertising campaign is aimedadministrative research term firstused by Paul Lazarsfeld in 1941to describe the type of research carriedout by teams of researchers orinstitutions, using empirical methods(such as opinion polling) and seekingto answer clearly defined problems(who watches TV, why they watch it,how effective are advertising messages,and so on)adnorm measure of readership averagesfor print publications over atwo-year period, used as a baselinefor comparing specific ads on averagetermsAdobe Acrobat trade name for softwaredeveloped by Adobe Systemsthat converts documents and formattedpages in such a way that they canbe viewed on a computerAdobe Photoshop graphics editingsoftware developed by AdobeSystemsAdorno, Theodor (1903–1969)influential German Marxist thinkerwho was a leading figure in the socalledFrankfurt School. Adornoberated pop culture as an aberrationof true culture. He and MaxHorkheimer (another FrankfurtSchool founder) coined the termculture industry to describe the10