2. I am going to discuss theories of media language in
relation to my advanced portfolio which was a
music video for the song Hello Tomorrow by Karen
O.
3. Media language refers to the combination of languages
used in media texts in order to communicate meaning.
According to Stuart Hall, rather than being neutral,
media texts have preferred meanings and these
meanings are encoded through the use of technical
codes however the range of meanings within a text are
not always encoded deliberately but at an unconscious
level. David Bordwell and Kristin Thompson have both
written about neoformalism which is an approach to film
analysis based on an observation that there is a
distinction between a story and the form that conveys
the story. Defamiliarization is also considered part of
neoformalism, it is suggested that media texts are
presented to an audience in a way which encourages
them to see the media text in a new way.
4. In terms of semiotic terminology
Stuart Hall- I wanted an active audience- decode
message. Anchorage- props- journey- but what type
of journey- one of childhood- brownie sash
Field- denotes open space, connotes freedom-uses
defamiliarization- field is common in music videos
however I illustrated it as though it is something
new.
