This document discusses using media language to establish meaning in creative works. It introduces concepts like semiotics, the study of meaning-making through signs and symbols. It also discusses different audience reception theories like hegemonic, preferred, and uses and gratifications readings. The task is to analyze a past media project using these concepts, specifically examining how camerawork, editing, sound, and mise-en-scene established the intended meaning and possible alternative readings.

2. Aim
 Using Media Language to establish meaning in your
work
 Camera
 MES
 Editing
 Sound

3. Semiotics
 This is the process of meaning making - looking at
extracting meaning from signs and symbols.
 Including: indication, likeness, metaphor and
symbolism.
 It links with the study of linguists and we can apply it
to media language

4. Different Readings – links to
audience reception theories!
 Hegemonic reading
 Preferred reading
 Use and gratifications
 Look at Stuart Hall
 http://www.slideshare.net/ncrafts84/stuart-hall-1980-
audience-reception-theory

5. Key Questions:
 What was the intended meaning?
 How was that reading constructed through Media
Language?
 How clear was that meaning? How could it be clearer?
 What alternative readings could be taken?

6. Task:
 Complete the worksheet – choose any of your AS/A2 Projects
 Be specific – give specific examples
 What was the key meaning intended?
 How effectively did camerawork create that meaning? 3 examples
 How effectively did the editing create this meaning? – give 3
specific examples
 How effectively did sound create the meaning ?– give 2 specific
examples
 How effectively did MES create this meaning? – give 2 specific
examples
 Following feedback what other readings were there? – link to
audience reception theories