The document provides an introduction to analyzing media language through semiotics. It discusses key concepts like denotation versus connotation, and signifiers and signifieds. Symbols, written codes, and technical codes are examined across different media formats. Examples are provided to illustrate analyzing the symbolic codes in a movie poster or magazine cover. Gender representations in advertising are also discussed using Goffman's theories. The document aims to teach media language analysis through identifying signs and their meanings at denotative and connotative levels.

1. Introduction to Media
Language
Session 1:
Semiotics & Symbols

2. Session One
By the end of this session you will be able to:
Read the denotative and connotative levels of meaning within a
PRINT media text
Use and understand the key terms used in the analysis of media
language (Denotation, Connotation, Signifier & Signified)
Write a coherent analysis of the symbolic codes within a movie
poster

3. Image Analysis
CODES – rules or conventions by which
signs are put together to create
meaning.
In most cases a media text will use a
variety of codes – visual, audio and
written – that fit together in a certain
way to create a particular meaning.

4. Analysing Media Texts:
A Framework
Divides codes of media language into three categories – these can help you to
understand the meanings of a printed text
1. SYMBOLIC
Lighting & Colour
Positioning
Setting & Locations
Facial Expressions & Body Language
Objects
Key Signifiers/Images
Clothing, Hair & Make Up
3. TECHNICAL
Camera Angles
Framing (ELS, LS, MLS, MS, CU, ECU,
POV)
Cropping
Juxtapostion (2 separate signs
that together make contrasting
meaning)
2. WRITTEN
Slogan
Typeface/Font
Headlines
Captions
Style
Choice of words
Emphasis of words

5. Theorists
Ferdinand de Saussure
(1857-1913)
Roland Barthes
(1913 – 1980)
Charles Peirce
(1839 – 1914)
Saw language as a
cultural creation
rather than
something innateLooked at the
way visual
images
transmit
meanings.
Introduced the
idea of semiotics
and developed
Saussure’s
ideas.
Showed how we go
through various
stages when
deconstructing a sign

6. KEY TERM: Semiotics
Definition: The study of SIGNS
Examines how symbolic, written and technical
signs construct meaning
Looks at how meaning is made and
understood

7. KEY TERM RECAP:
Signifier & Signified
THE SIGNIFIER – The sign: a word,
colour or image (i.e. the colour BLUE)
THE SIGNIFIED – The concept/
meaning/associations that the sign
refers to (i.e. BLUE is often associated
with sadness or the sea etc.)

8. Signifier & Signified: Examples
Signifier: Red rose with a green stem
Signifies: a symbol of passion and love - this is what
the rose represents
Signifier: Brown cross
Signifies: a symbol of religion, or to be more specific
this is a symbol of Christianity
Signifier: Heart
Signifies: a symbol of love and affection

9. TASK: Green
What does ‘green’ signify?

10. TASK: Pink
What does the
colour ‘pink’ signify
when used on this
magazine cover?
List five signifiers.

11. TASK: What do the following signs signify?
Make a list of all the meanings and associations
you can think of for each signifier:
A
E
D
CB

12. A: Barbie Doll

13. B: Hamburger

14. C: The Statue of Liberty

15. D: Bus

16. E: Nike Swoosh

17. Signs & Cultural Differences
How we read a sign depends on our
culture:
EXAMPLE: In Britain, we
associate the colour white with
innocence, purity, weddings
In China, white is the colour of
mourning and is worn at
funerals

18. How to read the signs and
signifiers within a Media Text
All media texts have 2 layers of meaning:
DENOTATIVE LEVEL: What we actually see
CONNOTATIVE LEVEL: What you
associate with this image – we bring cultural
experiences to what we see, add our own
information and attempt to identify meaning.

19. KEY TERMS 3: Denotation &
Connotation
Denotative: The surface meaning
Connotative: The deeper or hidden
meanings and associations

20. This image denotes the
movie star Marilyn Monroe

21. The image connotes glamour, stardom,
sexuality, beauty
If this was one of the last
photographs of Marilyn
Monroe, we may also
associate it with her
depression, drug-taking
and ultimately death

22. This image denotes a tropical
island
The image connotes peace,
tranquility paradise, holiday,
summer to some readers.
…but think about the film
‘Castaway’, the victims of the Bali
bombings or the recent tsunami - in
this case the image may connote
isolation, fear or even death
It is important to note that images
have different connotations
depending on the reader of the
image/text

23. Denotation & Connotation within a
Media Text – A Movie Poster
The Mission Impossible Poster
denotes a MATCH and a
GLOBE OF THE WORLD
What are the connotations of
a) The match?
b) The globe?

24. TASK: Denotation & Connotation
within a Media Text – A Movie Poster
1. What are the key signifiers in the movie poster and
what do they signify?
2. What are the denotative levels of meaning in the
poster? (What does the poster denote?)
3. What are the connotative levels of meaning in the
poster? (What does the poster connote?)
4. What are they communicating to an audience?
Why?

25. Some signs are ARBITRARY – they can
have several meanings that are
contested
Eg. The Union Jack
ICONIC signs – use of a wheelchair to
indicate disabled facilities
INDEXICAL signs – smoke used to
identify fire or a tear for sorrow.
British monarchy, Ulster
Unionists, football supporters etc.

26. Introduction to Media
Language
Session 2:
Magazines & Written Codes

27. Session 2: Media Language
By the end of the session you will be able
to:
Identify the written codes with a print
media text
Carry out a semiotic analysis of the
symbolic and written codes within a
magazine cover

28. Recap
What is the denotative level of a media
text?
What is the connotative level of a media
text?

29. Can you name:
i) the signifiers
ii) what they signify (at least 5 meanings/associations)
D
CB
E
A

30. What do the following images:
i) denote
ii) connote
A B

31. Introduction to Semiotics:
Written Codes
The study of written codes includes:
• Slogans
• Typeface/Font
• Headlines
• Captions
• Style
• Choice of words
• Emphasis of words

32. Analysing Written Codes
1. What is the title of the magazine
and what does this connote?
2. What slogans/captions have been
used?
3. What colours are used and what do
they connote?
4. What font has been used and what
does this connote?
5. What words have been chosen?
Why do you think they have been
chosen?
6. What words are emphasised and
why do you think they have been
emphasised?

33. Introduction to Media
Language
Session 3:
Advertisements

34. Session 3
By the end of the session you will be
able to:
Produce an analysis of the media
language codes within an advertisement
Analyse the representation of gender
within advertisements

35. Recap:
What do the following fonts connote/signify?

36. SIGNIFIER:
Water/Ocean
Wave
SIGNIFIES:
Wild, Stormy,
Natural, Earthly
SIGNIFIER:
Words ‘Cool
Water’
SIGNIFIES:
Refreshing,
different,
SIGNIFIER:
Droplets on
Bottle
SIGNIFIES:
Cool, chilled
appearance,
almost drinkable
SIGNIFIER:
Mans Naked
Torso
SIGNIFIES:
Natural, angelic,
pure, toned, ideal,
masculine, adonis
SIGNIFIER:
Facial
Expression/Body
Language
SIGNIFIES:
Ecstatic, pleasure lost
in ecstacy, laid back,
inviting
SIGNIFIER:
Calligraphy Style
Font
SIGNIFIES:
Classic, timeless,
expensive tastes

37. SIGNIFIER:
Blonde Hair
Signifies:
Ideal
Woman,
Innocence,
Looks ‘gold’
SIGNIFIER:
Perfume
Bottle
Signifies:
Looks Jewel-
like, Buried
Treasure
SIGNIFIER:
Colour Gold
Signifies:
Luxury, Riches,
Expense,
Success,
Shimmering
SIGNIFIER:
Jewellery
Signifies:
Extravagance,
Excess,
Glamour,
Decedance
SIGNIFIER:
Word
‘Love’
Signifies:
Passion,
Excitement,
Lust
SIGNIFIER:
Font
Signifies:
Dior Logo,
Brand Name,
Designer

38. TASK
Highlight:
A) The key
signifiers
B) Their
connotative
meaning

39. In the portrayal of men and women, advertising often
uses the following codes and conventions:
Superiority, Domination & Body Language: Men
are shown in dominant positions and appear to be
reflective of thought and intelligence. Women are
physically portrayed in sexual or reclining poses
with blank or inviting expressions.
Dismemberment: On females, parts of the body
such as legs, chest, etc., are used, rather than the
full body. This is often applied to sell products
which are not related to the body, such as mobile
phones (right)
The Voice-Over Authority: In moving image
advertisements, male voices are used as voice-
over's in commercials rather than females.
Gender Representations in Advertising
Goffmans Theory (1972)

44. HOMEWORK ASSIGNMENT:
Carry out a Semiotic Analysis of an advertisement commenting on
the relevant headings listed below:
1. SYMBOLIC &
WRITTEN
SIGNIFIERS
Lighting & Colours
Positioning of Words & Images
Setting & Locations
Facial Expressions & Body
Language (of people)
Typeface/Font Style
Key (Main) Images/Signifiers
Clothing, Hair & Make Up
2. Goffman’s
Theory
Does the advert adhere to Goffmans
gender theory? Comment on the
representation of men/women
featured within the advert?
Minimum of 500 words please

45. Comparing Imagery
1. In pairs, discuss and
make notes on the
following:
• What is the denotative
level of meaning in each
image? What does each
image denote?
• What is the connotative
level of meaning in each
image? What does each
image connote?
• Why do you think
different images have
been chosen?
• What meanings do the
images convey to
audiences?

46. TASK: Moving Image Analysis
Watch the credit sequences to the
following TV Programmes:
1. Desperate Housewives
2. Sex & The City
3. Without A Trace/Prison Break
4. How To Look Good Naked
5. You Are What You Eat

47. Moving Image Analysis:
Media Language
1. What are the key signifiers
(Words/Images/Sounds) in the sequence
and what do they signify?
2. What does the sequence tell us about the
content of the programme? What are your
expectations of the programme after
viewing the sequence?
3. What audiences are being targeted and
how do you know?