WEEK 5

WEEK 5
MEDIA AND
INFORMATION
TECHNOLOGY
MEDIA
MEDIA AND
AND
INFORMATION
INFORMATION
LANGUAGE
LANGUAGE
SYMBOLS
SYMBOLS

Identify the following

Identify the following
symbols.
symbols.
 WEEK 6
WEEK 6
MEDIA AND
INFORMATION
TECHNOLOGY
MEDIA
MEDIA AND
AND
INFORMATION
INFORMATION
LANGUAGE
LANGUAGE
MEDIA
MEDIA LANGUAGE
LANGUAGE
MEDIA LANGUAGE
MEDIA LANGUAGE
pertains to the technical and
pertains to the technical and
symbolic ingredients or codes
symbolic ingredients or codes
and conventions that media and - It allows the audience to
and conventions that media and - It allows the audience to
information professionals may convey the meaning of the
information professionals may convey the meaning of the
select and use in an effort to text through its signs and
select and use in an effort to text through its signs and
communicate ideas, information symbols. These signs and
communicate ideas, information symbols. These signs and
and knowledge. symbols used in media text
and knowledge. symbols used in media text
do not have a single
do not have a single
meaning.
meaning.
 MEDIA LANGUAGE
MEDIA LANGUAGE
-It is expected that audiences may have
-It is expected that audiences may have
different interpretations and will use
different interpretations and will use
different meaning systems. In
different meaning systems. In
interpreting these signs and symbols,
interpreting these signs and symbols,
audiences may interpret the media text
audiences may interpret the media text
denotatively or connotatively.
denotatively or connotatively.
 DENOTATIVE
DENOTATIVEVS
VSCONNOTATIVE
CONNOTATIVE

DENOTATIVE – explicit,
DENOTATIVE – explicit,
expressed- precisely and clearly
expressed- precisely and clearly
expressed or readily observable.
expressed or readily observable.

CONNOTATIVE – signifying or
CONNOTATIVE – signifying or
suggestive of an associative or
suggestive of an associative or
secondary meaning in addition
secondary meaning in addition
to primary meaning.
SHE is feeling
to primary meaning.
blue.
 DENOTATIVE
DENOTATIVEVS
VSCONNOTATIVE
CONNOTATIVE

DENOTATIVE – literal meaning of

DENOTATIVE – literal meaning of
the text media
the text media
“Job well done!”
CONNOTATIVE – refers to various
CONNOTATIVE – refers to various
interpretations that the text
interpretations that the text
suggest to the audience which
suggest to the audience which
are often associated with
are often associated with
culture, values, beliefs etc.
culture, values, beliefs etc.
 DENOTATIVE
MEANING
MANILYN MONROE

CONNOTATIVE MEANING
GLAMOUR, STARDOM,
SEXUALITY, BEAUTY

DENOTATIVE
DENOTATIVE
MEANING
MEANING&&
CONNOTATIVE
CONNOTATIVE
MEANING
MEANING
 DENOTATIVE
MEANING
TROPICAL ISLAND

CONNOTATIVE MEANING
PEACE, TRANQUILITY,
PARADISE, HOLIDAY,
SUMMER

DENOTATIVE
DENOTATIVE
MEANING
MEANING&&
CONNOTATIVE
CONNOTATIVE
MEANING
MEANING
 REMINDE
R!
It is important to note that images have different
It is important
connotations to note
depending on that imagesofhave
the reader different
the image/text.
connotations depending on the reader of the image/text.
 CODES &
CONVENTIONS
 CODES
CODES
-- System of signs which
System of signs which
create
createmeaning.
meaning.
-- Commonly have an
Commonly have an
established
establishedmeaning,
meaning,
denotation
denotationof
of
connotation
connotationto
tothe
the
target
targetaudience.
audience.
USE
USETHE
THETOOLS
TYPES
TYPESOF
TOOLS OFMEDIA
MEDIACODES
CODES

SYMBOLIC WRITTEN
SYMBOLIC WRITTEN
TECHNICAL
TECHNICAL
SYMBOLIC
SYMBOLIC 01
01
 SYMBOLIC
SYMBOLIC

-Symbolic
-Symboliccodes
codesshow
show - -Symbolic
Symbolic codes
codes are
are
what is beneath the
what is beneath the audience-based.
audience-based.The The
surface of what we see meaning
surface of what we see meaningof ofthe
theproduct
product
(objects,
(objects,setting,
setting,body
body isisnot
notbased
based
language, clothing, color, on the product itself but
language, clothing, color, on the interpretation but
on the product itself
of
etc.)
etc.) on the interpretation of
the
theaudience.
audience.
 SYMBOLIC
SYMBOLICCODES
CODES

●●For example, a film with a scene waving a white

For example, a film with a scene waving a white
flag
flagsymbolizes
symbolizes“retreat”
“retreat”or
or“surrender”.
“surrender”.In
In
reality,
reality,the
theaudience
audiencewho
whosees
seessomeone
someonewaving
waving
aawhite
whiteflag
flagmay
mayinterpret
interpretititthe
thesame
sameway.
way.
 SYMBOLIC
SYMBOLICCODES
CODESIN
INMEDIA
MEDIAINCLUDES:
INCLUDES:

SETTING MISE EN SCENE

SETTING MISE EN
French termSCENE
for
Refers to the time and French within
everything term for
the
Refers to a
place of the time and
specific everything withinall
frame. Describes the
placescene.
of a specific frame. Describes
features (set all
scene. features (set
design,props, etc.)
design,props, etc.)

ACTING COLOR
ACTING COLOR
Refers to portrayal of Highly connotative
theRefers
actorstoinportrayal
the mediaof Highlyit connotative
when comes to
the actors in the media
products. when it comes to
interpretations.
products. interpretations.
22 TECHNICAL
TECHNICAL
 TECHINCAL
TECHINCAL

●
●Technical
Technicalcodes
codesareare
ways
waysin inwhich
which
equipment
equipmentisisused usedtoto - -refer
referto
tocodes
codesspecific
tell
tellthe
thestory
story(camera
(camera
specific
to toaamedia
mediaform
formalone.
alone.
techniques,
techniques,framing,
framing,
depth
depthof offields,
fields,lighting
lighting
and
andetc.)
etc.)
 TECHNICAL
TECHNICALCODES
CODES

●
●The
Theknowledge
knowledgeandandconnotations
connotationsof of
different
differentcamera
cameraangles
anglesand
andshots
shots
make
makesense
sensewhen
whenlooking
lookingat
atfilms
films
and
andphotographs
photographsbut
butmean
meannothing
nothing
outside
outsidethose
thoseforms.
forms.
 TECHNICAL
TECHNICALCODES
CODESUSED
USEDIN
INMEDIA
MEDIA
INCLUDES:
INCLUDES:
CAMERAWORK AUDIO
CAMERAWORK AUDIO

Camera operation, Expression and

Camera operation, EDITING Expression
utilizationand
positioning, and EDITING utilization
of
ordering and and
positioning, sounds. of
ordering and sounds.
movement for Process of
movement for Process of
desired special selecting,
desired special selecting,
effects. operating and LIGHTING
effects. operating and LIGHTING
ordering
ordering
images and
images and Manipulation of light
sound. Manipulation
based of light
on the target
sound. based on the target
mood.
mood.
33 WRITTEN
WRITTEN CODES
CODES
 WRITTEN
WRITTENCODES
CODES

● Written codes are the use of language style and

● Written codes are the use of language style and
textual layout (headlines, captions, language
textual layout (headlines, captions, language
style, etc.)
style, etc.)
● are the formal written language used in creating a
● are the formal written language used in creating a
media product. It includes the printed language
media product. It includes the printed language
(the text visible with the media frame which is the
(the text visible with the media frame which is the
text you can see within the frame) and the
text you can see within the frame) and the
spoken language which includes the dialogues
spoken language which includes the dialogues
and even the lyrics of the song.
and even the lyrics of the song.
CONVENTION
CONVENTION
SS
 CONVENTIONS
CONVENTIONS

●●Conventions are generally accepted ways

Conventions are generally accepted ways
of
ofdoing
doingsomething.
something.
●●Conventions refer to the recognized ways of
Conventions refer to the recognized ways of
using
usingmedia
mediacodes.
codes.
●●The types of conventions include form
The types of conventions include form
conventions,
conventions,story
storyconventions,
conventions,and
andgenre
genre
conventions.
conventions.
FORM
FORM CONVENTION
CONVENTION
Ways in which the types of media codes
Ways in which the types of media codes
are expected to be arranged. For
are expected to be arranged. For
instance, the title and main casts are
instance, the title and main casts are
expected to appear at the beginning of
expected to appear at the beginning of
the movie while credits are expected to
the movie while credits are expected to
appear on the end.
appear on the end.
STORY
STORY CONVENTION
CONVENTION

Refer to the basic structures of narratives.

Refer to the basic structures of narratives.
Examples of story convention involve
Examples of story convention involve
narrative structures, character
narrative structures, character
constructions and point of view.
constructions and point of view.
GENRE
GENRE CONVENTION
CONVENTION
Refer to the common use of the elements of
Refer to the common use of the elements of
narratives such as the characters, settings
narratives such as the characters, settings
or themes in a certain type of media.
or themes in a certain type of media.
Genre conventions may be formal or
Genre conventions may be formal or
thematic and are usually linked to the
thematic and are usually linked to the
expectations of the audience.
expectations of the audience.
THANK
THANKYOU!
YOU!