A brief introduction to Media Studies

1. Semiotics
To know the meaning of key media terms, and how the concepts are
applied

2. Write down the
purpose of as many
of these apps as
you can.

3. iPhone apps
Each app has its own
different capabilities.
A person could be
aware of what each
one does by the image
alone. Some images
directly match their
purpose, for example
the clock. However
others such as the
calculator, feature
images you would
associate with a
calculator.

4. Semiotics
• The study of signs.
• Also of anything which stands for 'something else'.

8. What do you
see here?
If you said
Swastika, explain
what it is.
The swastika is
an ancient
Indian symbol
representing
permanent
spiritual victory.

9. Official team jersey of the Native American Basketball Team [1909] proudly
displaying a very large swastika.
Before the 1930s, members of the 45th Infantry Division of the United States
Army proudly wore on their left shoulders an ancient "good luck" symbol, the
swastika, in yellow on a square red background.

10. However most people will
probably associate the
symbol with this

11. Semiotics
We read images and pictures in an attempt to
decode them and make sense of what they mean to
us.
• Denotation – What we see when we look at an image
(what it is)
• Connotation – What we understand from this image
(what other meanings it has)

12. What are the denotations and connotations of
these colours?
Anger
Love
Negativity
Aggression
Socialism
Communism
Danger
Blood
Heat
Passion
Calm
Cold
Ice
Boys
Water
Sadness
Royalty
Trueness
Conservatism
Envy
Greed
Nature
Growth
Grass
Youth
Money
Inexperience
Sickness
St Patricks Day
Cowardice
Sunshine
Electricity
Happiness
Summer
Caution
Hope

13. Now try it with the following images

16. Denotations
• This poster promotes a new series of the TV show Glee on E4.
• The pupils are on stage, while the two teachers stand either side of
them
• The shows title is in lights in the back ground, although the last letter
appears broken and has smoke coming out of it.
• The Glee club members are all posing like they are performing.
• All characters look happy aside from Sue and Quinn. Sue is pulling
out a plug, Quinn has her hands on her hips.
• Mr Shue, Sue, Finn and Rachel are the prominent characters in the
foreground.
• Each glee club character has a distinctive and different choice of
clothing. The clothes are different shades of blue.
• They are from different ethnic backgrounds and are different shapes
and sizes.
• Both Quinn and Sue have blonde hair and are in red sports attire.

17. Connotations
• Mr Shue and Sue stand either side of the pupils indicating they are oppositional
forces.
• Mr Shue’s body language, leaning back with his hands in his pockets suggests he is a
laid back person.
• Sue is literally pulling out a plug. The wire connects to the letter E which is smoking.
This added to the look on her face indicates that she will be looking to take out the
Glee club.
• The layout of the letters along with the smoking E, indicates that the show will have
a chaotic nature. It is on stage, suggesting it is about performers.
• The bright lights and colours suggest it will be fun.
• Fin and Rachel are positioned in the centre of the stage. They are acting out a love
scene, which suggests that their romance will be one of the shows key aspects.
• The Glee clubs different images indicates that they are all individuals but the same
colour blue indicates that they are all in this together. The connotations of Blue are
the sea and the sky, it is peaceful and natural.
• Sue and Quinn are in uniform. They have conformed. The colour red can also
signify danger. Quinn has her hands on her hips signifying aggression. Blonde hair
can suggest Arian and therefore the Nazi party. They would want to eradicate
anything dissimilar to them.
• Finn also is wearing sports attire, however it is the same colour as that of the Glee
club. It suggests that he is breaking away from his life of conformity to join them.
• Miss Pillsbury’s body position, holding her hands by her heart suggests that she is in
love with Mr Shue. The distance from him and the fact that he is paying no
attention to her suggests it is unrequited.

18. Stuart Hall
Cultural theorist Stuart Hall developed a theory
(rather imaginatively called Hall’s theory). According
to this, audiences can have different reactions to a
media text, whether it be a film, documentary,
newspaper or even an image. POLYSEMIA.

19. Preferred and Oppositional Readings
• Preferred Reading: How the creator wants the audience to view the
media text.
• Oppositional Reading: Where the intended meaning of the text is
totally opposed by the reader.

24. BLOG TASK
• Analyse the semiotics of a film poster