Module 5: Media and Information Languages
B. Mise-en-scène
MEDIA CODES AND CONVENTION is the description of all the objects within a frame of
For media and the audience to be effectively bridged, the media product and how they have been arranged.
right knowledge on codes and conventions must be includes set design, make-ups, costumes, accessories
understood. and props
C. Acting
People understand and interpret information. They do not actors portray characters in media products and
simply look at the literal sense, but also at the possible contribute to character development, creating tension
implication or advancing the narrative
appearance, movements, gestures, facial expressions
“Polysemic” and vocal delivery
Signs and symbols in media texts C. Color
meaning they are open to many interpretations elicit a different and unique emotional response in the
Use of appropriate languages (signs, symbols and viewer
conventions) in media 3. WRITTEN CODE
common in print media.
MEDIA CODES Formal written language used in a media product.
Codes are known as the system of signs which create Includes font style and font size, captions, choice of
meaning. words and emphasis of words
Ex. The way headlines are presented depends on the
Three types of code: message of the writer.
1. TECHNICAL CODES- Refers to the ways in which equipment
is used to tell the story. Focus on how frames in visual media MEDIA CONVENTIONS
are presented. Media conventions are accepted ways of using media
codes.
a. Camerawork - Refers to how the camera is operated, Conventions are closely connected to the audience’s
positioned and move for specific effects. expectations of a media product
b. Audio/Sounds - To convey meaning, to work on the
emotional impact of the scene. 1. FORM CONVENTIONS
- A change in sound will affect the overall mood of the -Are the specific ways we expect the types of codes
video to be arranged
c. Lighting - Code that gives an accent to visual media, Lights Newspaper
gives a video a sense of atmosphere. the most important news on the first page
d. Editing- Allows editor to put pictures and sound together. Sports news on the back page
- Makes the message organize so that it can be easily
understand by the people 2. STORY CONVENTIONS
-are common narrative structures and understandings that
2. SYMBOLIC CODE - Symbolic codes are social in nature. are common in story telling media products
- These codes live outside the media product
themselves, but would be understood in similar ways in 3. GENRE CONVENTIONS
the ‘real life’ of the audience. -point to the common use of tropes, characters, settings or
-Indicators that require inferences among audience. themes in a particular type of medium
- Closely linked with the audience expectations of genre
CONNOTATIVE – indirect implication -
figurative meaning MEDIA MESSAGES
Messages from mass media are designed for public
DENOTATIVE – direct implication consumption and to how media entities want their messages
literal meaning to be perceived without compromising everyone
Apple Maxwell McCombs and Donald Shaw’s Agenda Setting
Connotation: knowledge Theory
Denotation: fruit
MEDIA AGENDA - Media has a tendency to manipulate its
DOVE way of presenting messages in order to obtain the desired
Connotation: peace reception from the audience.
Denotation: fruit-eating bird
MEDIA PORTRAYALS - The power of media continuous to
A. Setting extend in different aspects.
is time and place of the narrative
Your setting must always fit your message One of the most prominent portrayals in media is woman.
MEDIA AND VIOLENCE THE CONFLICT BETWEEN MEDIA AND STAKEHOLDERS
Media is considered as one of the factors that
contribute to the increasing rate that implies higher 1. INTEREST – businesses are driven by individual’s own
level of brutality among perpetrators. interest (product not common X advertisement)
Media exist for several reasons. However, it is important 2. WANT-REGARDINGNESS – media has to be transparent
to always look at the underlying messages and identify (commercials of liquor)
their real implications. 3. EXIT AND VOICE – emphasizes on choosing between giving
up on a deal or engaging people to like the deal. (did not
MEDIA AND THE AUDIENCE meet the standards vs. media)
Audience can be as powerful as media in terms of
reception.
According to Potter (2012), the members of the audience are
perceived in two ways─ human minds as machines, and
interpretative beings.
Machines – members of the audiences are like robots.
(receive – decode – end up with negotiated meanings)
Example: use of hashtags in Twitter
Interpretative beings – human beings have the liberty to
conclude anything they want.
EFFECTS OF MEDIA ON THE AUDIENCE
1. Physiological – focuses on human brain, determined by its
pre-birth programming.
2. Cognitive – can be generated by media
3. Belief – depending on one’s orientation and cultural
background
4. Attitude – evaluative judgment
5. Affective – anchored by emotions
6. Behavior – action of people
THE POWER OF THE AUDIENCE
Audience has the power to choose the kind of media they
desire to consume, depending on what gratifies their needs
as stated in USES AND GRATIFICATIONS THEORY BY ELIHU
KATZ.
MEDIA AND THE PRODUCERS/STAKEHOLDERS
Both media and stakeholders are dependent on each other.
Media aims to air information, Stakeholders in the market
aim to sell products or services.
COMMERCIAL OPPORTUNITIES
Media plays a major part in terms of reach through
commercial organizations.
Market is able to attract more people and more
potential consumers.
ONLINE OPPORTUNITIES
Advertisers extend and promote products and services in the
cyberworld.
Pages emerge as advertisers aim to increase number of “likes”
and others use hashtags to make their products and services
trend online.