•To reinforce the basic media
language that create meaning in
•To have a basic understanding of
how to evaluate your coursework
against the media language that
Key terminology for media language
Theorists: Roland Barthes (semiotics) Stuart Hall
Importance of media language
• Every medium has its own ‘language’ it uses to
communicate meaning. (TV, FILM, Music
• We call these ‘languages’ because they use
familiar codes and conventions that are
• Music video has its own creative language (eg
bling, fast cars, attractive ladies...the language
John Fiske (1982)
“Denotation is what is filmed, connotation is
how it’s filmed”
Denotation and connotation are terms
describing the relationship between signifier
Roland Barthes (you know him well)
Barthes theory of SEMIOTICS.
Meaning of a text is created through the
SIGNIFIER and the SIGNIFIED
Micro (signifier) to the macro
Evaluating media language is an evaluation of all
micro elements and how they have created
meaning to inform us about
genre, narrative, representations, ideology and
targeting of audiences.
When you evaluate your product you have to say
whether you conform to or challenge the
dominant (preferred) reading/ ideology.
Digipak and advert
How do colours, font, images, language, composition all
create MEANINGS (genre, representation etc)
Micro to the macro: Digipak and
In your music video group, annotate the paper copy of
your digipak and advert to show how you use the MICRO
(signifiers) to create the MACRO (meaning) Have you
conformed to or challenged the dominant reading?
The micro into the macro
AS- Music magazine
Use of language to create meaning
“Best underage club” “Non-alcoholic
Codes and conventions of
page layout and design
magazine (does it
Use of images/ font/
colours to create
How does your music magazine use micro
elements to create meaning? Do you conform
or challenge the dominant reading?
Lesson 2: Micro to macro: music video
(location, characters, props, costume and
angles, movements, composition
Editing (how is your video cut/ put together to
Black and white...
Micro (Signifier)Red Coat
Macro (Signified)power/ freedom/
Make notes/ find examples for each of the micro elements and explain how they
create meaning for the genre, representation, ideology
LIGHTING AND COLOUR
EDITING (continuity and non continutiy)
Lesson 3: Andrew Goodwin
Another theorist you can use when you write
about the concept MEDIA LANGUAGE is
Look him up on your blog....
Example question for MEDIA
“Media is communication.” Discuss the ways you
have used media language to create meanings
in one of your media products.
1. What is media language? What product are you
going to discuss?
2. Barthes (semiotics/ signifiers/ signifed/ micro/
macro) Show you understand the theory then
apply the theory to examples from your MV/ D/
3. Andrew Goodwin- show you understand...apply
the theory to your MV/D/A.
Plan for this essay
1. Intro- Which media product are you writing about?
Video, digipak and advert) What are you going to
2. What is media language? Theorist Barthes semioticssignifier/ signified...micro to macro. Stuart Hall’s
3. How is media language used to create meaning in your
digipak and advert? Have you conformed to or do you
challenge the dominant reading?
4. How is media language used to create meaning in your