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Module 5 Lesson 1

This document discusses key concepts related to media and information languages. It defines language as a system of symbols used for communication. Media language refers to how media producers convey meaning in their work and how audiences interpret symbols and signs. Symbols can have denotative, literal meanings or connotative meanings associated with culture and beliefs. The document also outlines various media codes like symbolic codes, technical codes and written codes, as well as conventions like form, story and genre conventions. It discusses the roles of media producers, stakeholders and audiences in the communication process.

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237 views19 pages

Module 5 Lesson 1

This document discusses key concepts related to media and information languages. It defines language as a system of symbols used for communication. Media language refers to how media producers convey meaning in their work and how audiences interpret symbols and signs. Symbols can have denotative, literal meanings or connotative meanings associated with culture and beliefs. The document also outlines various media codes like symbolic codes, technical codes and written codes, as well as conventions like form, story and genre conventions. It discusses the roles of media producers, stakeholders and audiences in the communication process.

Uploaded by

Poi Zubiaga Beltran
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Media and

Information
Languages
MODULE 5 | LESSON 1
Media and Information
Languages
Media and information literacy involves a full
understanding of how information, signs, symbols, and
meanings are being communicated through various
media.

Language is considered to be one important medium to


communicate. As a medium of communication, language
is defined as a “system of arbitrary, vocal symbols that
permit all people in a given culture, or other people who
have learned the system of that culture, to communicate
or to interact” (Finocchioro, in Jiang, 2010).
A . Yi n y a n g i s a s i g n i f i c a n t
symbol in Chinese philosophy
which signifies perfect balance.
B. Caduceus is often mistakenly
considered as a medical symbol
(instead of the rod of asclepius).
It actually signifies trade and
negotiation.
C . Tr i n i t y k n o t s i s t h e t h r e e -
cornered symbol in the ancient
celtic which signifies the holy
t r i n i t y. I t a l s o r e p r e s e n t s t h e t h r e e
promises of a relationship: to
l o v e , h o n o r, a n d p r o t e c t .
D. Peace sign is originally created
to encourage british nuclear
disarmament.
E. Swastika, although usually
linked to nazi anti-semitism and
the carnage of world war II, the
swastika actually has auspicious
meanings in some other cultures.
Media Languages
Media language denotes how media producers make
meaning about a certain medium (advertisement, TV
show, film, etc.) they are producing and how they transfer
that meaning to their target audience.

It allows the audience to convey the meaning of the text


through its signs and symbols. These signs and symbols
used in media text do not have a single meaning.

In interpreting these signs and symbols, audiences may


interpret the media text denotatively or connotatively.
Media Languages
Denotative meaning is the literal meaning of the media text.

Connotative meaning refers to the various interpretations


that the text suggests to the audience which are often
associated with their culture, values, beliefs, etc.

Ex.
• SOCIAL MEDIA. forms of electronic communication
(such as websites for social networking and
microblogging) through which users create online
communities to share information, ideas, personal
messages, and other content (such as videos)
Media Languages
Ex.
• SOCIAL MEDIA. forms of electronic
communication (such as websites for social
networking and microblogging) through which users
create online communities to share information,
ideas, personal messages, and other content (such as
videos)
• Grounds for negativity, waste of time, not
significant, a good platform, connecting with people
Media Codes and
Conventions
In interpreting the meaning of the media text, you have to
be able to understand two of the most significant aspects
of media and information language – the codes and
conventions.

Media codes commonly have an established meaning,


denotation or connotation, to the target audience.
Meanwhile, conventions refer to the possible methods in
which codes are organized in a product.
Media Codes and
Conventions
Media Codes and
Conventions
Types of Media Codes

1. Symbolic codes are audience-based. The meaning of


the product is not based on the product itself but on the
interpretation of the audience.

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


symbolizes “retreat” or “surrender”. In reality, the
audience who sees someone waving a white flag may
interpret it the same way.
Types of Media Codes
• Setting refers to the time and place of the narrative or a
specific scene.
• Mise en scene is a French term that means “everything
within the frame”. It describes all the features (set design,
costume, props, staging) within a frame of media products.
• Acting refers to the portrayal of the actors in creating
media products.
• Color considerations are highly connotative when it comes
to interpretations. It is also usually associated with cultural
aspects.
Media Codes and
Conventions
Types of Media Codes

2. Technical codes refer to codes specific to a media form


alone. The knowledge and connotations of different
camera angles and shots make sense when looking at films
and photographs but mean nothing outside those forms.

camerawork (camera operation, positioning, and


movement for desired specific effects), editing (the
process of selecting, operating, and ordering images
and sound), audio (expression and utilization of
sounds), and lighting (the manipulation of light based
on the target mood).
Types of Media Codes

3. Written codes are the formal written language used in


creating a media product. It includes the printed language
(the text visible with the media frame which is the text
you can see within the frame) and the spoken language
which includes the dialogues and even the lyrics of the
song.
Types of Conventions

Conventions refer to the recognized ways of using media


codes. The types of conventions include form
conventions, story conventions, and genre conventions.
• Form conventions are ways in which the types of media
codes are expected to be arranged. A number of
television series usually begin with a short recap of the
previous episode and end with a preview of the next
episode.
Types of Conventions

• Story conventions refer to the basic structures of


narratives. Examples of story conventions involve
narrative structures, character constructions, and point of
view.
• Genre conventions refer to the common use of the
elements of narratives such as the characters, settings, or
themes in a certain type of media. Genre conventions can
be formal or thematic and are usually linked to the
expectations of the audience.
Media producers,
stakeholders, and audience
The media producers refer to the people who initiate,
plan, and produce media texts.

Stakeholders refer to people or organizations that share


the same interests or intentions.

The audience, on the other hand, is a significant element in


delivering media texts. All media texts are made with a
target audience in mind.

 Audience analysis is the process of looking into the


demographics (age, gender, social status, etc.) and
psychology (values, beliefs, attitude) of the audience.
Media producers,
stakeholders, and audience
 Audience Engagement. This refers to the reaction of
the audience to the media text. Different people react in
varied ways to the same text.

 Audience Expectations. This refers to the anticipation


of the audience about the text. Producers may satisfy or
shatter the audience’s expectations.

 Audience Foreknowledge. This refers to the exact


information (not expectations) which the audience brings
about the media output.
Media producers,
stakeholders, and audience
 Audience Identification. This refers to the connection
built by the media text to the audience.

 Audience Placement. This refers to the strategies


producers use to make the audience feel that the media
text is made specifically for them.

 Audience Research. This refers to the monitoring of


the audience before, during, and after the production of
the media text.

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