Media and Information

Literacy
Quarter 1 – Module 5:
(for Week 5)
Codes, Conventions, and Language of
Media
 What I Need to Know

Great day to you dear learner! In this module you will learn the different
codes, conventions, and the language used in media to disseminate information.
Knowledge of these will help you to understand better the messages given to
you and at the same time will equip you to convey your message in different ways
to achieve your desired outcome.

After going through this module, you are expected to:

1. Define codes, conventions, and language of media.

2. Identify the codes and conventions presented.
3. Use the codes and conventions of media in presenting an issue.

What I Know

DIRECTIONS: Read the following questions. Write the letter of the correct answer in
your notebook.
1. These are system of signs which create meaning to the receiver.

A. Codes
B. Convention
C. Language
D. Message
2. It is a code used to tell the story.
A. Media
B. Symbolic
C. Technical
D. Written
3. Body language, clothing, colors are examples of what code?
A. Media
B. Symbolic
C. Technical
D. Written
4. Information or data are stored. What do media practitioners use as
communication channels through which they disseminate them?
A. Codes
B. Convention
C. Language
D. Media

1
5. In movies, what colors are usually used to symbolize evil?
A. Black and Blue
B. Black and Gray
C. Black and Red
D. Black and White
6. Sounds and lightings are examples of what kind of code?
A. Media
B. Symbolic
C. Technical
D. Written
7. Sound is one of the most commonly used codes in media. When a movie scene
has a sound of a wind, what does it signify?
A. Something awful will happen
B. Something memorable will happen
C. Something terrifying will happen
D. Something unpredictable will happen
8. Letters, handbills, posters, and billboards are examples of what kind of code?
A. Media
B. Symbolic
C. Technical
D. Written
9. In a newspaper, the most important news is written with different fonts. Where
is this news usually placed?
A. Back page
B. Center page
C. Entertainment page
D. Front page
10. In a fantasy film, one would expect to see magic wands, demons, colorful
settings, basically things that are fictional and unreal in our world. What is this
widely recognized way of doing things which has to do with content, style and
form?
A. Codes
B. Convention
C. Genre
D. Symbols
11. Camera shots are used differently to capture the message that the
photographer wants to tell the audience. When he wants to give the audience a
bit of context or location of the subject, what kind of shot will he apply?
A. Close-up shot
B. Medium or Long shot
C. Over the Shoulder shot
D. Unusual/ Alternative shot
12. What kind of shot will a cameraman employ, if he wants to project the strong
emotion and tension present in the scene?
A. Close up shot
B. Medium or Long shot
C. Over the Shoulder shot
D. Unusual/ Alternative shot
13. Over the Shoulder Shot is an example of what code?
A. Media
B. Symbolic
C. Technical
D. Written
14. These are the technical and symbolic ingredients or codes and conventions use
by media and information professionals. What do media information
professionals select and use to communicate ideas, information and
knowledge?
A. Language
B. Media Codes
C. Message
D. Style
15. What type of code is used to emphasize a particular occasion stated in the
invitation card?
A. Media
B. Symbolic
C. Technical
D. Written

Lesson
Codes, Conventions, and
1 Language of Media

Today, media has become very powerful and influential. As a learner, it is

not enough that you can read the information given to you. It is also important to
understand media and information codes and conventions to help you better
understand the message that media professionals are communicating. According to
Ute Schaeffer as cited by (Sylvia Braesel, Media and Information Literacy A
practical guidebook for trainers, 2018) “People need to be media literate. This
involves knowing where to find relevant information, how media shape
popular culture and opinion and influence personal choices, and how to
navigate the Internet and ensure personal privacy in the cyber world.”
 What’s In

Activity 1: Thumbs-Up or Thumbs-Down?

Read the quote then answer the questions that follow. Write your answers in your
notebook.

“Language may be a source of misunderstanding” by Marshall

McLuchan,1964.
1. Does the receiver’s/audience’s personal background or experience affect the
interpretation of the message?

2. Is it possible that different individuals interpret differently the message they

both received?

3. Do you agree or disagree with the author? Express your answer by drawing the
symbol thumbs-up if you agree or draw the thumbs-down symbol if you
disagree.

Draw here:

What’s New

Activity 2: Look Around Me

Directions: List down two (2) most commonly used signs and symbols and two
(2) most commonly misunderstood signs and symbols in the community. Do this in
your notebook.
Most Commonly Used Signs and Symbols
Why are these symbols commonly used?

Most Commonly Misunderstood Signs and Symbols

Why are these symbols commonly misunderstood?

Recall your encounter/experience with signs, symbols, and signage using the guide
questions below:
1. How were you helped by the sign, symbol, signage that you followed?

2. How were you misled by the signs, symbols, signage that you followed?

What is It
Are you familiar of this?
Answer the following questions in your notebook:
1. What information do you get from the symbol?

2. How is the symbol presented in terms of color, fonts, and design?

3. What if the color is changed into black, how would that affect the information
that the symbol is communicating?

The information that you get looking at the symbol is actually the message of the
symbol itself. Understanding the language of media is a skill that you must acquire.
Remember the following terms:

• Language pertains to the technical and symbolic ingredients or codes

and conventions that media and information professionals may select
and use in an effort to communicate ideas, information and
knowledge.

• Media language are the codes, conventions, formats, symbols and

narrative structure that indicate the meaning of media messages to an
audience.
• Messages are the information sent from a source to a receiver.

Source: Teaching Guide for Senior High School Media and Information Literacy. (Ferdinand B.
Pitaagan, Ph.D., Virginia P. Andres, Louis Mark N. Plaza, Conrado C. Rotor, Ph.D., Aurelio P. Vilbar,
Ph.D., Cheryl F. Villanueva, 2016)

What’s More

Activity 3 All Around Me

Your task is to identify five (5) signs or symbols in your community that are
used to convey information (ex. directions, locations, etc.) Give the meaning
or purpose of each symbol. Copy the table below on a separate sheet of
paper and write your answers in it.

Symbol Meaning/Purpose
 Now that you have identified symbols and their meaning or purpose,
answer the questions below using your answer on the table as your reference.

1. How are the symbols usually presented?

2. How are these symbols presented in terms of fonts, images, colors, design
and others?

3. How important is using symbols to convey a message or information?

Study the cover pictures of the different movie genres.

Answer the following questions:

1. What kind of movie does each picture show?

2. What are the elements that helped you identify its kind?
 The elements that helped you identify what kind of movie each picture
shows are the codes and conventions of media. Media codes and conventions are
like the building blocks of all the media around us which generally have an
agreed meaning, or connotation to their audience (Young,
2017). There are three (3) types of media codes: symbolic codes, technical
codes, and written codes.

1. Symbolic codes are social in nature. Such codes exist beyond the media
product themselves but can be interpreted in similar ways in the
everyday life of the viewer (Young, 2017).

Example: which means Christianity

These also include setting, mise en scene, acting and color.

https://www.nwaonline.com/news/2016/jun/10/the-conjuring-2-20160610/

Setting is the time and place of the narrative. It can be the setting of
the whole story or just a specific scene. This will create atmosphere or build
a frame of mind (Young, 2017).

https://www.iol.co.za/motoring/mr-bean-drives-from-the-roof-again-1911872
 Mise en scene is a French term meaning ‘everything within a frame’.
Costume and props are included in the analysis in the frame (Young, 2017).

https://telecoms.com/475799/surely-verizon-wont-buy-twitter-too/shocked-man-covering-his-mouth-with-hands/

Acting is how an actor portray a character that will lead to character

development and tension making through facial expression, body language
and vocal qualities (Young, 2017).

https://www.insider.com/maleficent-mistress-of-evil-movie-review-2019-10

Color is used to connect connotation to specific scenes, characters or

object. Red, for instance, is typically seen as a color of passion, danger,
romance, or violence. Green is connected with nature or sickness, blue with
calm or depression. Purple is seen to be connected with royalty (Young, R.
2017).

2. Technical codes. According to Arniel Ping technical codes are all the ways
in which equipment is used to tell a story in a media text like camera
techniques, framing, lighting, etc. (Ping, 2016).

Camerawork refers to how the camera is handled, positioned and

moved for specific effects like a high-angle camera shot to create a feeling of
power in a photograph.
 CAMERA TECHNIQUES

.https://nofilmschool.com/camera-angles-and-shots-movements

Lighting. According to Robert Young lighting is the manipulation of

natural or artificial light to selectively highlight specific elements of the
scene( Young, 2017).

https://www.studiobinder.com/blog/film -lighting-techniques/
 Audio is the expressive or naturalistic use of sound. It includes
dialogue, sound effects and music. According to Chris
Constantine(Constantine, 2010) music often defines a scene. An example is
the use of ominous music to communicate danger in films.

3. Written codes are the formal written language used in a media product.
These include language style and textual layout like headlines, captions,
speech bubbles, etc. (Frezi.com, Young, R. 2017)

https://gravereviews.com/2020/04/16/blood-the-
last-vampire-2000/

https://design.tutsplus.com/tutorials/how-to-create- https://www.interaksyon.com/trendsspeech-
bubbles-and-comic-effects-in-adobe- spotlights/2018/12/19/140858/catriona-grayillustrator--cms-
24764 newspaper-media-australia-miss-universe/

1. What type of fonts or typefaces are used in each picture?

2. What message does the style of font signify?

The simple use of different fonts or typefaces indicate different meaning.

According to Robert Young, conventions are the accepted ways of using

media codes. There are three different types of conventions: form
conventions, story conventions and genre convention (Young, R. 2017).

1. Form conventions are the expected ways on how media codes

are arranged. In newspapers for example, the most important news will be at
the front page while sports news is found at the back page. Newspapers also
contain masthead.
 2. Story conventions are common narrative structures and
understandings in story telling media products like cause and effect,
character construction and point of view.
3. Genre conventions are the common use of tropes, characters,
settings or themes in a particular type of medium. They can be formal or
thematic.
You are now familiar with the different codes and conventions used by
media professionals to deliver the message that they want their audience to
receive. Your understanding of the technical, symbolic and written codes will
make you media and information literate.

Activity 4. Match Me
DIRECTIONS: On the left column are pictures of different movies. On the
right column are movie genres. Match the picture on the left to its correct
movie genre on the right. Write the letter of your correct answer on the space
provided before each number.
1. A. Action

2. B. Drama

3. C. Horror

4. D. Science Fiction

5. E. Comedy
Activity 5 Fill Me
DIRECTIONS: Determine the media language that is
used in the picture or in the statement. Fill in the blank with the
correct answer which is found from the choices inside the box below.
Technical code Symbolic code Written code

1. 6. White color signifies

purity

2. 7. Your ‘selfie’ picture

3. 8. Warning signs

4. 9. Announcement
posted on the board

5. 10. Sound effects

 What I Have Learned

Let us remember:

• Language pertains to the technical and symbolic ingredients or codes

and conventions that media and information professionals may select
and use in an effort to communicate ideas, information and
knowledge.

• Media language are the codes, conventions, formats, symbols and

narrative structure that indicate the meaning of media messages to an
audience.
• Messages are the information sent from a source to a receiver.
• Symbolic codes are social in nature. Such codes exist beyond the
media product themselves but can be interpreted in similar ways in
the everyday life of the viewer
• Technical codes are all the ways in which equipment is used to tell a
story in a media text like camera techniques, framing, lighting, etc.

What I Can Do

Activity 6: Inform Me
DIRECTIONS: You will be given a scenario. Based on that scenario, you will think
of a way to cover the incident. You will choose either to make a storyboard, a photo
story, or a written blog to inform people in your community of the said incident to
make them aware of the rules and regulations of the lockdown and the possible
consequences once they violate such rules. Remember to use the codes and
conventions for the development of your output. Rubrics are provided for you to be
guided on what to do.
SCENARIO: President Rodrigo R. Duterte put the main Island of Luzon on lockdown
on March 16, 2020 due to the health risks of COVID 19. Most of the residents
stayed at home while few others went out. Police are starting to arrest hundreds of
people for violating curfew, “social distancing”, and quarantine regulations.
Guide Questions:
1. What will you do to make your report not boring?
2. Would you exaggerate some elements in your report to make it interesting?
Why?
 Criteria 4 3 2 1
The use of The use of The use of codes The use of codes
codes and codes and and symbols to and symbols to
symbols to symbols to present the present the
Attractiveness
present the present the message are message is poorly
message is message are acceptability selected.
exceptionally satisfactorily attractive.
attractive. attractive.
Original and a Original and but
Creativity Original and little imaginative. not imaginative. Not original nor
imaginative. Imaginative but a Imaginative but imaginative.
little original. not original.
Language used The language is Poor selection of Language do
makes the adequately used language to not tie in with
message comes to present the present the the message.
Validity of
alive. The message. The message. The The information
Information information information information presented are
presented are presented are presented are not accurate
accurate and adequately poorly accurate and valid.
valid. accurate and and valid.
valid.
The The presentation The presentation The
presentation is has deep meaning lacks meaning presentation
cohesive and but with less with no lacks meaning;
Meaningfulness
comprehensive details. supporting no supporting
with supporting details. details; with
details. unfinished
parts
Source: Media and Information Literacy Teaching Guide
 Assessment

DIRECTIONS: Answer the crossword puzzle below.

G C

C A

C I

O R

S E

G E
 Additional Activities

DIRECTIONS: Below are postcards of places in the Philippines. You are going to
write your observation of the pictures using the following guide questions:

1. What information codes, conventions, and messages about our country is

communicated in the postcards?
2. How is understanding of the technical and symbolic codes contribute to
media and information literacy?

https://en.wikipedia.org/wiki/File:Malaca%C3%B1ang_Palace_(Cropped).jpg

https://en.wikipedia.org/wiki/File:Mt.Mayon_tam3rd.jpg

http://unflush.com/7-beaches-you-can-visit-while-boracay-is-resting-its-beauty/

i
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