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Access College

Uploaded by

John Rimzart Nietes
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© © All Rights Reserved
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Name: NOEMIE BUSTAMANTE

Campus: ACCESS CUBAO


Course: BSBA
Answer the following questions:

1. What are media codes and conventions, and why are they essential in
understanding media texts? Provide examples to illustrate their impact on
media literacy.
● Discuss the definition of media codes and conventions.
● Explain their importance in interpreting media.

● Provide examples from different media forms.

Answer: Media codes and conventions are very key to realizing media texts in order to make sense of the
same. Media codes use signs including camera angles, lighting, and colors in communicating meaning
technically, symbolically, or in the written form. Some of the identified media conventions include aspects
such as genre and narrative structures. Identification of the above elements will assist in decoding messages,
critical analysis of the media, an appreciation of cultural diversity and good communication. For instance,
learning that advertising markets its products by using jingles and good music and the backing of famous
personalities trains people on how to be critically engaged with media. Acquired knowledge will enhance the
process of creating and consuming media and result in an audience that is more literate and critical. For
instance, a news broadcast on protests: technical codes will include the use of camera angles that will most
definitely cover large crowds with a low angle in order to give huge magnitude to the crowd and thus
intensity. Symbolic codes will use red to symbolize anger or urgency, for example. The use of the choice of
protest signs to zero in on specific messages. The written codes have written captions that describe the event
as a "riot" instead of a "demonstration". Conventions in this respect might be the use of putting some
authorities first for interviews before going into the story so that it may look real or using music that is
suspenseful to increase the tension. Viewers can then understand the elements employed in the piece and
can critically analyze the portrayal and biases of the news report.

2. How do technical, written, and symbolic codes differ from each other in
media texts? Provide detailed examples of each type of code from films,
advertisements, or television shows.
● Define technical, written, and symbolic codes.
● Explain the differences between them.

● Offer examples from various media types.

Answer: The different ways that meaning is conveyed within media texts are through technical, written, and
symbolic codes. Technical codes apply the use of equipment: shots, camera angles, lighting, and editing. For
example, in a thriller, a close-up shot or rapid editing is used to build tension and suspense. Symbolic codes
use symbols like costumes, color, and props to bring across subtle meanings. Bright color in superhero films
might symbolize heroism and power, whereas dark tattered color denotes a villain character. Written codes
are those in which there are text components: dialogue, captions, and headlines. In T.V. commercial, slogan
such as "Just Do It" motivates the viewers to do something and stick to the brand as well. It might be the case
for a car advertisement that uses quiet music and beautiful landscapes as some of its technical codes,
presents a shiny car on which a series of promises are raised about social status, taste, and wealth as its
symbolic codes, and carries the written codes "Experience the Future" in order to elaborate a persuasive and
very aspirational message. For an increased level of media literacy and critical approach, one must
understand such codes.

3. Analyze the role of symbolic codes in conveying cultural and social messages
in media. How do these codes influence audience interpretation and
understanding?
● Define symbolic codes.
● Discuss how symbolic codes convey cultural and social messages.

● Provide examples of symbolic codes in media and their impact on the


audience.
Answer: Symbolic codes refer to the visual elements of media texts, like clothing, colors, and other symbolic
attributes, that carry representative meanings or more implicit meaning in media text. The process by which
cultural or social meanings are converted into concepts that can be read in an image through shared
decoding practices encouraged by a particular way of looking is called symbolic code. For example, the
character in white mostly represents purity or innocence, while blackish characters indicate an evil or
mysterious character. Advertisement uses luxurious items; whatever the product may be, it represents
wealth and status, which helps target the desire of consumers. An example is the use of symbolic codes in
which wedding rings on any television show can stand for commitment and the value of family. These are
ways in which the application of such symbolic codes helps shape audience interpretation through the
support or undermining socially held conventions regarding character and causality in their perception of
characters and plot. It is the awareness and recognition of the same which builds audiences' capability to
decode messages intended, thus rendering them able to understand and be at per with the conveyed media
content.
4. What are the common conventions used in different genres of films and
television shows? How do these conventions shape audience expectations and experiences?

● Define conventions in media.


● Discuss conventions in specific genres (e.g., horror, comedy, drama).
● Analyze how these conventions influence audience expectations and
experiences.
Answer: Conventions in media refer to already set norms or rules regarding the structure and elements of a
genre. Examples of such horror movie conventions are dark settings, suspenseful music, and shock cuts used
to create tension. As for the comedy genre, it is based on funny dialogues and exaggerated situations, with
visually attractive gags, which can grab attention and cause amusement. Drama features complex characters
and emotional conflict with a realistic setting to generate empathy and interest. These conventions make the
audience members aware of what the genre and tone of the media product can be. This way, the audience
can have some expectations and, as a result, some themes or experiences by viewing that product. Media
producers, therefore, have the leeway to confirm or confound such audience expectations by conforming to
or subverting such conventions, respectively, for a better viewing experience.

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