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ANNEX 2 GLOSSARY
The following terms and phrases are used in the Discussion of Findings report.
Brand and superbrand
Branding gives a product, service or organisation a unique look and feel so it can be recognised by consumers. Brands can be expressed as logos with a consistent design and style. For example, the Scottish Executive uses the Saltire to brand its information and communications. The Scottish Executive also uses five superbrands to identify and group its priority information and communications for Scotland. These are Healthy Scotland, Natural Scotland, One Scotland, Safer Scotland and Smarter Scotland.
Future communication formats
During the Citizens' Jury jurors were shown samples of future communications concepts and materials for their spontaneous responses. These included printed media (newspapers and magazines), podcasting and 3G phones, community broadcasting and vlogging.
'Me and mine'
A term used in research conducted for the Phillis Review Group which showed that people trusted direct messages that they got closer to home more than other communications. For example, people were more likely to trust media that was local compared to national media.
My media
A term used in research conducted for the Phillis Review Group which refers to the media that an individual actively engages with according to their own choice and preferences. It generally fits with the following attributes - local, personal, in touch and consumer facing.
Platform
The term platform is used to describe different types of communications. These can include TV, radio, online, posters, leaflets, billboards, PR activities and events. Platforms can also be described as paid platforms (eg. campaign materials) or unpaid platforms (eg. news stories).
Targeted media
A term which suggests that the media used should be targeted (or selected) so that the messages and communications reach particular groups or target audiences. For example, using targeted ethnic media (eg. ethnic newspapers or radio) alongside or instead of mainstream media to reach an ethnic community.
Vlog
A vlog or videoblog is a blog which uses video as the primary content. A blog is a type of website where entries are made, and is likened to a on-line journal or diary. Blogs often provide commentary or news on a particular subject, such as food, politics, or local news.
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