2.  A way of constructing meaning in media texts to communicate ideas
and impressions for an audience. Technical codes include camera
angles, sound and lighting (How Technology is used to create
meaning). Symbolic codes include the language, dress and actions of
characters (Mise-En-Scene).
Media LanguageThis is how the media communicates to the audience. There are different
types of media languages which includes written, verbal, non verbal, visual
and aural.

3.  In order to achieve the highest grade possible, it is vital
that students learn to use the vocabulary and media lexicon.
 Media terminology is an important factor as the
examiner, will get the idea that you know what you’re talking
about, and that you have a general knowledge of the
media industry.
You will also be marked on the terminology, as it part of the
mark scheme. Without the vocab, you will most likely not be
getting anything higher than a D.
 http://www.youtube.com/watch?v=ynWCtJo-iJ0

4.  The study of signs and symbols, the literal and potential
meanings. There are two identified orders of signification,
denotation and connotation. > Theorist (Roland Barthes)
 The literal or obvious meaning, description of what is
physically seen or heard.
 The potential or suggested meaning
 E.G Cross – (Christianity, Crucifix, Maths)

5. In Media areas such as television, radio and film. How the language
is delivered and its context used are important factors in the way
meaning is generated for the audience.
This is in terms of body language : Gestures and actions. The meaning received
by the audience is seen through how the actor uses their body.
Television and Film. What is on the screen has been chosen specific to generate
a series of effects and meanings (Semiotics). Specific camera angles and
movements are chosen to tell the story and meaning of that scene.
Match each word with the definition

8. Barthes, Roland used the term Myth in order to refer to a second
order of signification with a chain of concepts widely accepted
throughout a culture and used to understand an experience. Our
myth of the countryside, for example, refers to a chain of concepts
such as: it is good; it is natural; it is peaceful; it is beautiful; it is a
place for leisure and recuperation. Then there is the traditional myth
about the British policeman which includes concepts of
friendliness, helpfulness and non-aggressiveness.
Maslow. The American psychologist Abraham Maslow devised a six-level hierarchy of
motives that, according to his theory, determine human behaviour. Maslow ranks human
needs as follows: (1) physiological; (2) security and safety; (3) love and feelings of
belonging; (4) competence, prestige, and esteem; (5) self-fulfilment; and (6) curiosity
and the need to understand. No single theory of motivation has been universally
accepted, but a direction is evident. Formerly, many psychologists stressed the reduction
of stimulation to its lowest possible level. An organism was thought to pursue that
behaviour most likely to bring about this desired state of no stimulation. Many human
physiological systems do in fact operate in this manner. Recent cognitive theories of
motivation, however, portray humans seeking to optimise rather than minimise
stimulation and are thus better able to account for exploratory behaviour, the need for
variety, aesthetic reactions, and curiosity. His theories have been adapted by Media
critics and theorists and they are applicable to the topics of Audience and Advertising &
Marketing.

9.  Marx, Karl (1818-1883), German political philosopher and revolutionist, cofounder with
Friedrich Engels of scientific socialism (modern communism), and, as such, one of the most
influential thinkers of all times. Communism, is a concept or system of society in which the
major resources and means of production are owned by the community rather than by
individuals. In theory, such societies provide for equal sharing of all work, according to
ability, and all benefits, according to need. Some conceptions of communist societies
assume that, ultimately, coercive government would be unnecessary and therefore that
such a society would be without rulers. Until the ultimate stages are
reached, however, communism involves the abolition of private property by a
revolutionary movement; responsibility for meeting public needs is then vested in the state.

10.  Mulvey attacks the way that the dominant system in film presents only
certain types of pleasure, arguing that the narrative fiction film creates
images of women which are used for the gratification of men. The male
hero in film acts as ‘the bearer of the look’ meaning that he possesses the
controlling power of the male gaze and that the film sees everything in the
narrative through his eyes. See Media Studies, Stuart Price, Ps.259 - 263.
 See this useful summary of Mulvey's: Visual Pleasure and Narrative Cinema
Todorov, Tzvetvan argued that narratives begin with a state of
equilibrium, where there is harmony and balance between characters
and their environment/situation. Then comes some form of disruption
which sets in motion a train of events. At the end of the narrative a new
equilibrium is reached. Note how this model is particularly applicable to
sitcoms where, however, the equilibrium achieved at the end is usually
identical to that which began the narrative.
Propp, Vladimir. In ‘Morphology of the Folk Tale’ Propp analysed folk
tales as a basis for his 32 character types all of whom perform some kind of
function in the way a narrative is organised and developed. Amongst these
types are to be found the Hero, the Heroine, the Villain and the Donor, the latter,
for example, providing advice, magic or a talisman to help the Hero. This type of
analysis is useful when considering simple texts - especially formulaic popular
cinema. More complex art is beyond Propp’s system. See also, Joseph Campbell
and Christopher Vogler.

11.  Representations
 Institutions
 Stereotype
 Dominant ideology
 Hierarchy
 Hegemony
 Fair/Unfair
 regressive/Progressive
 Submissive/Subordinate
 Powerful/Authority
 Safe/Problematic
 Connotations
 Denotations
 Reinforces/Conveys/Illustrates
 Binary opposites
 Archetype
 Antagonist/ Protagonist
 Codes/ Convention
 Enigma

 Realism
 Escapism
 Signifier
 Narrative
 Mid shot
 Establishing shot
 Extreme close up shot
 Long shot
 Bird’s eye view shot
 Worms eye view shot
 Dolly
 Pan
 Track
 Matched action
 Mise En scene
 Convergence
 Synergy
 Audience
 Jump cut
 Fade
 Digetic
 Non Digetic
Create A word bank, it could help your essay writing a lot better >

12. Rihanna “Rude Boy” music video
Taylor Swift “You Belong With Me” music video

13.  Rihanna is an unusual pop singer, she does not have the clichéd
image that pop singers ideally have. Rihanna represents
rebellion as well as youth, where as an artist like Taylor Swift is
viewed to be more of a role model and innocent because of
her clean cut image. Taylor Swifts Fan base is different to
Rihanna's, Swift aims her music towards teenagers , whilst
Rihanna’s fan base is aimed at an older audience.
 What is wrong with this Paragraph?
 What went well?
 What would you grade it based on this paragraph?

14. Rihanna is an unconventional pop singer, she does not have
the stereotypical image that pop singers ideally have.
Rihanna represents rebellion as well as youth, where as an
artist like Taylor Swift is viewed to be more of a role model
and innocent due to her clean cut image. Taylor Swifts Fan
base juxtaposes to Rihanna's, Swift aims her music towards
teenagers , whilst Rihanna’s fan base is aimed at an older
demographic.