This document discusses how language and media can affect understanding and interpretation. It defines key concepts like codes, conventions, messages, audiences, producers, and stakeholders. The learning objectives are to identify how these elements influence understanding and how information can be conveyed to create a desired impression. Media languages use codes like sound, camera angles, and lighting to communicate meanings and messages to audiences.

1. Let’s Analyze
“Language may be a
source of
misunderstanding”
◦-Marshall McLuhan, 1964

2. Is it possible that a different individual derives
a different meaning from the message?
Explain.
Does the user’s/audience’s own background or
experience affect the interpretation of
messages? How?

3. MEDIA AND
INFORMATION
LANGUAGES
• CODES, CONVENTION, AND MESSAGES
• AUDIENCES, PRODUCERS, AND OTHER STAKEHOLDERS

4. Learning Objectives
At the end of the lesson, the learners must be
able to;
a. Identify codes, convention, and how they
affect the audience, producers, and other
stake holders
b. Reflect on how important information can be
conveyed to create the desired impression.

5. Languages
- pertains to the technical and symbolic
ingredients or codes and conventions that
media and information professionals may
select and use in an effort to communicate
ideas, information and knowledge.

6. Media Languages
-codes, conventions, formats,
symbols and narrative structures
that indicate the meaning of media
messages to an audience

8. include sound, camera angles,
types of shots and lighting. They may
include, for example, ominous music
to communicate danger in a feature
film, or high-angle camera shots to
create a feeling of power in a
photograph
Technical codes

10. include the language, dress or
actions of characters, or iconic
symbols that are easily understood.
For example, a red rose may be used
symbolically to convey romance, or a
clenched fist may be used to
communicate anger
Symbolic codes

12. Convention - In the media context,
refers to a standard or norm that
acts as a rule governing behaviour

14. Messages - the information sent
from a source to a receiver.

15. Audience - the group of
consumers for whom a media
message was constructed as well
as anyone else who is exposed to
the message.

16. Producers - People engaged in the
process of creating and putting
together media content to make a
finished media product.

17. Other stakeholders - Libraries,
archives, museums, internet and
other relevant information
providers.