3. MEDIA LANGUAGE
It is the way in which the media text is
conveyed to the audience.
TYPES
VISUAL • AURAL • WRITTEN • VERBAL •
NON-VERBAL
4. MEDIA TEXT
It is utilized to depict any media item.
e.g. TV programs, photos, adverts, film,
radio programs, web pages, etc.
5.
6.
7.
8. Systems of signs,
which create
meaning
to communicate
ideas and
impressions
for an audience,
producers,
& other
stakeholders.
9. TECHNICAL CODES
Focus on how media frames in visual
media are presented.
e.g. camera angle, lens choice, framing,
shutter speed, depth of field, lighting &
exposure, juxtaposition
23. CAMERA MOVEMENTS
1. PAN – short for panorama. The camera moves
horizontally from a static position.
2. TILT – The camera moves vertically from a static
position.
3. ZOOM – The change of focal length – closer or
farther away.
4. DOLLY – Tracking shot. Camera moves on
tracks/wheels to give a smooth movement.
5. HANDHELD – Gives the frame a shaky look; POV
shot
24. SYMBOLIC CODES
Indicators that require inferences
among the audience, delving into the
connotative rather than the
denotative.
e.g. objects, setting, body language,
clothing, color
25.
26. SEMIOTICS / SEMIOTIC
THEORY
RONALD BARTHES
It is the study of signs (stimulus
designating conditions) & symbols
(designation of complex sign),
discusses the literal & potential
meanings.
27. WRITTEN CODES
The way titles/headlines are
presented.
e.g. headlines, captions, speech bubbles,
style
34. AGENDA-SETTING THEORY
MAXWELL MCCOMBS & DONALD SHAW
The media has the tendency to
manipulate its way of presenting
messages in order to obtain the
desired reception from the audience.
This is called media agenda.
35. USES AND GRATIFICATIONS
THEORY
ELIHU KATZ
The audience has the power to choose
what kind of media they desire to
consume depending on what gratifies
their needs.
37. COMMERCIAL OPPORTUNITIES
e.g. Commercials – people tend to buy products shown on
media
ONLINE OPPORTUNITIES
e.g. Advertisers extend & promote products & services online.
38. THE CONFLICT BETWEEN MEDIA
AND THE STAKEHOLDERS
INTEREST
e.g. An unpopular product is not aired by media
WANT-REGARDINGNESS
Businesses are always after what the media wants to know.
EXIT AND VOICE
Emphasizes on choosing between giving up on a deal or
engaging people to like the deal.
39. KITA KITA
FILM CRITICISM
FORMAT
• Times New Roman, 12, Justified, 1.5
spacing
• Minimum of 2 pages
• Name, Section, Date, Subject Code
POINTERS/GUIDE QUESTIONS
• What are the codes & conventions
present?
• How effective/not effective are these
codes & conventions?
• Describe & specify the story elements.
What can you say about them?
• Would you change the ending?
• What life lessons have you gained?
