MIL Module 3
MIL Module 3
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This module is an intellectual property of the University of the Cordilleras Senior High School.
Unauthorized reproduction, modification, distribution, display or transmission in any form, medium and
manner of any of the contents of the modules (digital or printed) for whatever purpose is strictly
prohibited.
Media and Information Literacy
Governor Pack Road, Baguio City, Philippines 2600
Tel. Nos.: (+6374) 442-3316, 442-8220; 444-2786;
442-2564; 442-8219; 442-8256; Fax No.: 442-6268 Grade Level/Section:
Email: [email protected]; Website: www.uc-bcf.edu.ph
MEDIA LANGUAGE
CODES AND CONVENTIONS
UNDERSTANDING MEDIA TEXTS
Learning Competencies
• Produces and assesses the codes, conventions, and messages of a group presentation.
MIL11/12MILA-IIIf-16
• Identify codes, convention, and message and how they affect the audience, producers,
and other stake holders.
• Reflect on how important information can be conveyed to create the desired impression.
• Understand how media texts are presented and interpreted based on various codes and
conventions
As media and information literate individuals, we must clearly understand media and
information codes and conventions. We need to see past just the image and truly understand the
message that a media text and media professionals are communicating.
“Media affect us not only through the information that they deliver but also through their language, codes,
and conventions.” (Marshall McLuhan
Codes or Media Codes are systems of signs which create meaning. There are various types of
codes in media.
SYMBOLIC CODES
These are codes that are used to convey a symbolic meaning. Symbolic codes in media
include setting, mise en scene, acting and color/color palette.
TECHNICAL CODES
Technical codes in media include:
Camerawork (angles and shot types),Editing, Audio and Lighting.
A. Camerawork
Describing Shots
When describing camera angles, or creating them yourself, you have to think about
three important factors:
Camera Angle is based on how the camera is positioned in reference to the subject.
Example, when we say high angle shot, the shot is take from an area higher than the subject.
Camera shot framing is the art and science of placing subjects in your shots. Camera shots
are all about composition.Framing your shot is an important aspect in how you, as a filmmaker,
tell your story to the audience.
FILM TERMS
a) Frame: a single still picture or image
b) Shot: the images that are filmed from the time the camera starts to the time it stops,
with no cuts
c) Sequence: a series of shots on the same subject
d) Cut: stop one shot / abruptly start second; creates the impression of different places,
same time
e) Fade out/in: go to black / go from black to picture; suggests passage of time, change
of place
f) Pan: camera moves from left-to-right or right-to-left across scene from one subject to
another – can be used to create suspense
g) Zoom: camera moves in (tight) or out (wide)
h) Tilt: camera moves vertically, up or down
- Adapted from Mass Media and Popular Culture Resource Binder. Toronto: Harcourt Brace & Company Canada
B. Editing – the process of choosing, manipulating and arranging images and sound.
C. Audio – the expressive or naturalistic use of sound. The three aspects of audio are: dialogue,
sound effects, music and silence.
D. Lighting – the manipulation of natural or artificial light to selectively highlight specific elements of
the scene. Elements of lighting include: Quality, Direction, Source, Color
WRITTEN CODES
Written codes are the formal written language used in a media product.This
includes printed language which is text you can see within the frame and how it is presented,
and also spoken language, which includes dialogue and song lyrics.
CONVENTIONS
Conventions are accepted ways of using media codes. Conventions are closely
connected to the audience expectations of a media product. Different types of conventions
include form conventions, story conventions and genre conventions.
Form conventions
the certain ways we expect types of media‟s codes to be arranged
Examples:
- the audience expects to have a title of the film at the beginning, and then credits at
the end.
-Video games usually start with a tutorial to explain the mechanics of how the game
works.
Story Conventions
Story conventions are common narrative structures and understandings that are common in
story telling media products. Examples of story conventions include:Narrative structures,
Cause and effect, Character construction, Point of View
Genre Conventions
Genre conventions point to the common use of tropes, characters, settings or themes in a
particular type of medium. Genre conventions are closely linked with audience
expectations. Genre conventions can be formal or thematic.
Media text provide a baseline to make dissemination more accurate and more efficient
and much faster to keep up with the trend. It is also important in data gathering and preserving
/ documenting written oral works, and language translation.
MUDDIEST PART: How‟s it going? I hope you were able to pick something up on this
module. On this part, share what topic seems the most unclear or „muddiest.”
Explain what makes it unclear or what do you want to be explained more.
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References:
Aboga, F. and Agapay, R., (Second printing, 1st edition. Media and Information Literacy:
Transforming Society Through Student Empowerment, TechFactors Inc., 2018
Alagaran, J.R, II. (2017). Media and information literacy: Empower the discerning audiences.
Quezon City: Abiva Publishing House.
Cantor, O.L. Media and Information Literacy. Quezon City: Vibal Group, Inc.,2016
Magpile. C. Media and Information Literacy: Enhancing Education through Effective
Communication. Quezon City:TheInteligente Publishing, Inc.,2016
Media and Information Literacy Curriculum Guide. Retrieved from:
http://www.deped.gov.ph/wp-content/uploads/2019/01/SHS-Core_Media-and-Informat
ion-Literacy-CG.pdf
Media and Information Literacy for Teachers. Module 4: Languages in Media and
Information.Retrieved from:
http://unesco.mil-for-teachers.unaoc.org/modules/module-4/unit-4/Retrieved from
https://www.academia.edu/6118922/MEDIA
Name: Date:
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Section: Score:
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ACTIVITY:Application
Direction: Identify and choose 2 commercials on television. Compare the technical codes, written
codes, audio codes and symbolic codes using the table below.
CODES COMMERCIAL A (IDENTIFY) COMMERCIAL B (IDENTIFY)
Technical
Written
Audio
Symbolic