This document discusses key concepts related to how meaning is constructed through codes and conventions in media works. It begins by explaining that all media uses codes and conventions to communicate, though these are often invisible to audiences who have become accustomed to them. It then discusses how codes only work when shared by a culture and how cultural knowledge provides deeper understanding beyond just word meanings. The document also distinguishes between denotation, or literal meaning, and connotation, the implied cultural associations. It notes connotations can vary between cultures. Finally, it outlines three types of audience readings: preferred, negotiated, and oppositional, noting the latter two may relate more to audience social conditions than just the text structure.

1. 2.1 – Practices of
Looking
AEMPA 2022
SyllabusContent:
- codes and
conventions used
to construct
meaning
- the process of
constructing
representations
- construction of
theme in media
work

2. Codes and
Conventions
All media messages use codes to communicate through
conventions.These codes and conventions are
sometimes difficult to spot because we’ve become so
used to them that we decode them automatically,
without noticing. Can you think of an example?
Sign systems will only work successfully with people who know and
share the same codes. For example an English speaking person not
understanding the word chien (dog).
All languages have different words.To understand these different
signs you have to have learnt the code (language), however, cultural
knowledge is something more than simply knowing what the code
means. It is being aware of all the things that might be suggested by
the code.
Codes are standardised
formulae for communicating
meaning.
Conventions are methods of
organising signs to
communicate meaning in
ways that are habitually and
widely shared over time.

3. Denotation
and
Connotations
Denotation:
To consider what a text denotes is to analyse it purely on
a descriptive level without delving into what it might
imply. It is simply to ask ‘What is there?’. E.g. Australian
flag
Connotation:
All signs carry with them a set of connotations or
associations, that is, they will remind the viewer of
certain feelings, beliefs or ideas that are attached to the
signifier. It is our task in analysis to ask what are the
possible connotations with any particular sign.
A similar way of describing connotations is symbolism,
which suggests that particular signs or images carry a
symbolic meaning.
Connotations will not be the
same for all cultures, which is
why it is important to for us
to always co sider a text’s
context, and an audience’s
cultural knowledge.

4. Encoding &
Decoding
How audiences
read texts
Its is common knowledge that there are 3 forms of reading that
audiences can make when viewing a text.The readings being the
understanding an audience takes from a text.
1) Preferred readings – audiences accept what is being presented
without question.
2) Negotiated readings – audiences negotiate with the text’s
intended meaning and accept only some of what is being
presented to them
3) Alternative/oppositional readings – audiences read
completely against the preferred reading.
While the polysemic (many meanings) nature of texts can ;provide
opportunity for multiple interpretations, these readings often
correspond to the reader’s response to his or her social conditions
not to the structure of the text.
-What do you think is meant by the above
paragraph?

5. American
Beauty

6. Name
Describe
Why
Effect
Name: Identify and name the code as accurately as you can, this is
often the opportunity to determine if it is a symbolic code, technical
code, or part of mise-en-scene for example.
Describe: the use of the code within the text, and potentially the
scene with which it is used. It is often important to have a description
of thee action in the scene as well.
Why:Within this section discuss the preferred meaning constructed in
the eyes of the media producer.Why may they have done it this way,
what were they trying to achieve here.This may not always align with
the effect on audience.
Effect:What us the impact of the code on audiences and viewers. How
does this make them feel, what is the outcome?This can be impacted
by context, and viewing experiences. Does it fit with a preferred
meaning or is it an alternative meaning.

7. Home work
 Utilising your notes taken today, you will need to construct a short
answer response to the following question, using the name
describe, why and effect format.
 'Discuss how media producers use codes and conventions to create
meaning ’
Your response should approximately between half a page and 1 page in
length.
This is to be submitted onto moodle page