AL Media Studies Introduction to media language analysis

1. 1.1 INTRODUCTION

2. Today: Introductions!
• Ground Rules
• What are we going to do?
• What is Media Studies?
• Key concepts.
• Activity
• Set homework task.

3. Today: Ground Rules
• In groups, discuss and decide upon 3 rules for the group (staff and students).
• Write them down on a post it note.
• Stick the note upon the board.
• Share with the class.

4. Why study the Media?
To work in a media-related industry
To improve ‘Media Literacy’
To gain a better and well rounded understanding of the
modern world
Because it is fun and interesting! (Of course!)

5. The Media - What is it?
“The Media are not so much a thing as a place most of us
inhabit” Branston, G. & Stafford, R.
What do you think is meant by this statement?
What does the word “media” mean to you?
What examples of media can you think of?

6. The 4 Key Concepts: Media Language
How is a media text
constructed using its
own language to convey
meaning?
For instance, in film
camera angle is
important.
This may also include
the use of colour, sound,
editing and text.

7. The 4 Key Concepts: Media Representation
Who, where or what is being
presented in the media text?
How is it being presented? – simple
or complex? What media language
is used to represent the subject?
Why is it represented in this way?
What is the effect of this?

8. The 4 Key Concepts: Media Audience
Who is the text aimed at, what is their response, how are
they categorised, why do they react, interact and respond to
the media the way they do and who else may be in the
audience besides the target audience?

9. The 4 Key Concepts: Media Institutions
The industries and ideologies that produce, promote and
distribute the media texts; who they are, why do they do it and
how.

10. MEDIA LANGUAGE
Whatis medialanguage?

11. MEDIA LANGUAGE
https://dictionary.cambridge.org/dictionary/english/language
Examples?

12. MEDIA LANGUAGE
https://dictionary.cambridge.org/dictionary/english/language
Examples
• English, French, Latin
• Body Language
• British Sign Language
• Python, C++, PHP
• Hieroglyphics
• Music?
• The Media!

13. MEDIA LANGUAGE
All media use a system of elements to communicate meaning to an
audience. These elements are referred to as signs or codes
• Visual and Verbal Codes – logos, semiotics, colours, design and
layout, typography
• Technical codes – camera, editing, sound
• Narrative Codes (how a ‘story’ is told)
This is true for all media forms:
• Audio Visual (TV, film, radio),
• Print (magazines, newspapers),
• Interactive (video games, online), etc.

14. MEDIA LANGUAGE
In media we deconstruct these codes to understand how meaning
is created by the text. This is known as textual analysis.
You will have done this in English already when analysing poetry
or prose. In media, we do the same, but for other non verbal
communication forms as well, such as TV adverts, vlogs, and
music videos.

15. MEDIA LANGUAGE
Consider the ‘Language of Film & TV’.
How might the use of camera communicate meaning?
• Framing
• Angle
• Movement

16. Why has the director chosen a high angle for this
shot?
What is the effect?
What meaning is it communicating?

17. Why has the director chosen a low
angle for this shot?
What is the effect?
What meaning is it communicating?

18. SIGNS
What do the following signs mean to you?

19. SIGNS
What do the following signs mean to you?

20. ‘GOOD!’, ‘YES!’, ‘OK!’, ‘ALRIGHT!’

22. But in parts of the Middle
East, this signal is
considered extremely
rude
– equivalent to
‘Up Yours’!

23. But in parts of the Middle
East, this signal is
considered extremely
rude
– equivalent to
‘Up Yours’!

24. What about?

27. Or you’re an Internet
conspiracist in which case you
believe it is a sign of The
Number of the Beast (666) and
The Illuminati

28. Introducing Textual Analysis
A key feature of studying the media is TEXTUAL ANALYSIS.
This is when we ANALYSE media ‘texts’.
These are not just written
texts, but will include all
types of media – adverts,
music videos, TV & Radio
programmes, magazines,
DVD sleeves, videos
games, films, etc…

29. Introducing Textual Analysis
What do you think ANALYSE means?
TASK: In pairs, write a single sentence definition.

30. Introducing Textual Analysis
What do you think ANALYSE means?
TASK: In pairs, write a single sentence definition.
• To study something closely.
• To break something down into its component parts
• To examine a structure critically and in detail to explain/interpret it
and discover its meaning.
Why do you think we ANALYSE texts?

31. Semiotics (AKA Semiology)
The Study of Signs
Examines how symbolic, written and technical signs
construct meaning
Looks at how meaning is made and understood
A sign is something that stands for something other than
itself. For example:

32. What do you think this sign represents?

33. What do you think this sign represents?

34. Signification: Denotation & Connotation
THE SIGNIFIED
The concept/ meaning/associations that
the sign refers to (i.e. BLUE is often
associated with sadness or the sea etc.).
= The CONNOTATION(S)
THE SIGNIFIER
The actual thing: a word, colour or
image (i.e. the colour BLUE).
= The DENOTATION
THE
SIGN
+
=
Roland
Barthes

35. The Sign: Example
The Signifier
(denotes)
The Signified
(connotes)
X

36. The Sign: Example
The Signifier
(denotes)
The Signified
(connotes)
Two black lines crossing
each other diagonally
X

37. The Sign: Example
The Signifier
(denotes)
The Signified
(connotes)
Two black lines crossing
each other diagonally
The letter ‘X’,
The Roman numeral 10,
A Kiss,
Treasure,
Incorrect,
Danger,
Toxic,
No,
A signature
Unknown
‘Extra’
X

38. The Sign: Example
The Signifier
(denotes)
The Signified
(connotes)
The connotations may change depending upon who is interpreting the sign and the cultural
context.
The denotation always stays the same.

39. Media Textual Analysis, Signs and Codes
When deconstructing media texts to analyse them, we are
breaking them down into signs or codes.
Media texts may be made out of a range of types of codes
Visual Codes: use of colour, costume, gesture,
expression, font, etc
Technical Codes; use of camera (framing, angle), editing,
audio and SFX (*Induction hwk)

40. Analysing Visual
Codes
Be Curious!
Consider this film poster
When asked to analyse it, what
kind of questions do you think you
are trying to answer?
Task: Write down your suggested
questions

41. Analysing Visual
Codes
Consider this image.
What meaning is made by the use of
• Colour,
• Costume,
• Gesture and expression,
• Props
• Setting
• Other?
What do these codes tell you about the
character /narrative /genre / target
audience?
For each codes – state the denotation and
connotation

42. Colour Costume
Gesture & Expression Other
Analysing Visual Codes