A level Media Studies

1. DENOTATION
&
CONNOTATION

2. Media texts are largely
constructed of images
but we tend to
take our visual literacy
(our ability to read and understand
these images) for granted.

3. Meaning
what messages are being sent

4. Meaning
what messages are being sent
This (like language itself)
is a social construct that
we have had to learn to
read.

5. Meaning
what messages are being sent
We make sense of it
according to social and
cultural codes and
conventions

6. We communicate – in a
world of signs - by means
of signs and sign systems.

7. Letters and words
written language

8. Letters and words
written language
Sounds
speech

9. Letters and words
written language
Sounds
speech/music
Visual images
pictures,icons,TV,film,etc.

10. Many media texts are
constructed of words,
sounds and visual images
combined together to
create the message.

11. We make sense of the
media texts by decoding
them.

12. However, we need to think
about the decoding
process, and the steps we
take which allow us to
derive a certain meaning
from the text.

13. Deconstruction
picking apart in fine detail
An essential aspect
of studying the media.

14. But deconstruction is only
the first part of the
process. We should also
consider the purpose of the
text.

15. The purpose of a text?
Or in other words,
what is it trying to say?

16. The purpose of a text?
Or in other words,
what is it trying to say?
And to whom?

17. We should take into
account…

18. We should take into
account…
Audience

19. We should take into
account…
Audience
Genre

20. We should take into
account…
Audience
Genre
Representations

21. Denotation
first level of signification
Identification and definition
of the basic elements of the
text.

22. Denotation
first level of signification
What an image actually shows
and is immediately apparent,
rather than the assumptions
that an individual reader might
make about it.

23. Denotation
first level of signification
tends to be described as
the 'literal', 'obvious'
or 'common sense'
meaning of a sign.

24. Connotation
second level of signification
This begins when you link an
object with other signs and
meanings.

25. Connotation
second level of signification
Refers to the socio-cultural
and 'personal' associations
(ideological, emotional etc.) of
the sign.
Tipically related to the interpreter's class,
age, gender, ethnicity and so on.

26. Connotation
second level of signification
In other words what we as
the reader of the text “get”
from the sign (or combination
of signs). What it means to
each of us.

27. At the denotative level
this is a photograph of
the film star Marilyn
Monroe (or just a
blonde woman in a
fur coat if we don’t
know her)

28. We know from our
experience that this
is a studio, high key,
soft focus “glamour”
shot which has
connotations….

29. At the connotative
level we might
associate this
photograph with
Marilyn Monroe's
star qualities of
glamour, sensuality
and beauty.

30. The soft focus and
high key style of the
studio portrait
suggests Hollywood,
glamour and stardom.
So does the fur.

31. At the denotative
level this is also a
photograph of
the film star
Marilyn Monroe.

32. At the connotative
level, this time
the setting and her
provocative
dress have more
sexual implications.

34. Denotation
Asian girl with long black hair looking
over her left shoulder…

35. Connotation
Fear? Surprise? Sadness? Anger?

36. Yuan Ping was angry that her boyfriend
kept following her.

37. Yuan Ping was startled. The crash from
outside reminded of what had
happened yesterday.

38. Yaun Ping was shocked when she heard
that Susan had been taken to hospital.

39. She wondered what the other girls
were whispering about. Did they
know something she didn’t?

40. Sally was sad that she was the only
Asian girl in the class.

41. Anchorage
The fixing or limiting of a
particular meaning, or set of
meanings, to an image.

42. It is worth noting that words
and phrases can also have
connotations
(this is familiar territory for poets)

43. It is worth noting that words
and phrases can also have
connotations
This is one of the
manipulative tools of the
journalist.

44. Consider this sentence:
There are over 2,000 people
with no fixed address in the
city.

45. Consider this sentence:
There are over 2,000 people
with no fixed address in the
city.
A NEUTRAL STATEMENT

46. Consider this sentence:
There are over 2,000
vagrants in the city.

47. Consider this sentence:
There are over 2,000
vagrants in the city.
A NEGATIVE STATEMENT

48. Consider this sentence:
There are over 2,000
homeless in the city.

49. Consider this sentence:
There are over 2,000
homeless in the city.
A POSITIVE STATEMENT

50. Colour also has major
connotations
(used a lot in cinema and TV to add more
layers of meaning and mood to scenes)

51. Consider the connotations of:
Black/Grey

52. Consider the connotations of:
White

53. Consider the connotations of:
Green

54. Consider the connotations of:
Blue

55. Consider the connotations of:
Red

56. Film-makers will often
(should always?) use colour
in their sets and costumes to
add extra meaning
(connotations) to their work.