The document discusses various ways that media language theories can be applied to analyze different types of media texts, including music videos, film openings, and other products. It provides examples of how concepts like denotation and connotation from Barthes' theory, and editing techniques from Kuleshov's theory, can be used. It also discusses audience theories from McQuail and Altman and how they relate to entertaining audiences and offering pleasures through genres. The improved versions strengthen the analysis by providing more detailed and specific examples from hypothetical media texts.

1. 1617 1BPRACTICE
Media LanguagePractice
The first media language theorist is Barthes, whosetheory is about ‘denotation&
connotation’. We could apply this to A2 music video. Firstly, atthe end of our MV, the
denotation is that the couple are in bed watching Netflix and they look at each other. The
connotation is mischief and possibly, lustbetween them. This can be backed up by our
ancillaries which use a pink filter in both the digipak and mag advertin the context of a pop
music video with a male singer the colour pink often links to romanceas it would attract a
female audience to an already established love song. Furthermore, this relates to Pierce’s
theory and his useof iconic signs as the meaning would not be clear without cultural
context behind it and the perception that has been built around the pop genre.
Improved version:
Firstly, at the end of our narrativemusic video, the denotation is of couple are in bed
together watching Netflix and there are close up shots and shot reverseshotto show them
smirking at each other. In today’s society, younger audiences haveassociations with Netflix
(‘netflix and chill’) so thereforethe connotation could be that they are smirking at each
other suggests that that they might be intimate. Another example of
denotation/connotation in our ancillaries is the denotation of the use of the colour pink as
we used this as a filter for both the digipak and magazineadvert. The connotation of the
colour pink often suggests ‘romance’ and we chosethis because of our target audience
(young females) so it would attract them to an already established love song. Furthermore,
this relates to Pierce’s theory and his use of iconic signs as the meaning would not be clear
without cultural context behind it and the perception that has been built around the pop
genre.
The first media language theorist is Barthes, whosetheory is about ‘denotation&
connotation’. We could apply this to AS horror film opening. Firstly, an example of the
opening credits, the text is white with bits of red of them. The connotation is bones/blood
which connotes gore/death which therefore implies the horror genrewhich creates a tense
atmospherebecause it suggests something will happen to the main characters.
Improved version:
Firstly, an example of the denotation is our opening credits including a variety of names and
roles of the cast/crew. The text we chosewas ‘Caslon’ which is a serif font, in capitals in
red and white colours. Itis important that the design of credits link with the genre so the
connotation of the design of the credits suggests itis horror becauseserif fonts look quite
‘serious’ and when in capitals, it suggests ‘alertness’. Thecolours connote death but they
also contrastwith the dark background and setting which are all conventional to the horror
subgenre. Another example in my opening is the music which is quite loud and fast paced

2. when the character is being chased by a zombie. The connotations of this music suggest
danger and heighten the tense atmosphereas it is an exciting and tense scenedesigned to
put the audience on the edge of their seat.
The first media language theorist is Barthes, whosetheory is about ‘denotation&
connotation’. We could apply this to AS film opening. Firstly, in our film opening title
sequence we used a cross as a way of representing our dominant theme of religion. This
relates to Barthes theory as the cross is the denotation and religion and God is the
connotation. The symbolof a cross also links to Saussure’s theory of semiotics becausethe
cross is the signifier which provokes the thought of religion (signifier). Another partof our
AS productthat applies denotation/connotation is the protagonistis wearing a suit
(denotation). However, theaudience read this as being ‘smartand professional’ which is
the connotation.
Improved version:
There are many different‘signs’ in our OTS which have connotations to create meaning to
our audience. Firstly, the denotation of the cross connotes religion/God to establish our
theme within our subgenre. Furthermore, the costumeof the protagonistconnotes his role
as a priestas his wears a black suit with a white collar and also has a bible. (basically have
more examples to establish your theme)
The next media languagetheorist I will be analysing is, Kuleshov whosetheory is “the
power of editing can create meaning”. In around the time editing was invented, Kuleshov
was studying the way editing techniques created meaning to audiences. This can be
applied to my film opening because….weused a range of different editing techniques to
create an intended perception of the story. A good example of this would be the use of
multiple graphic matches throughout. A scene wherethis occurred is when our protagonist
went to grab the door handle and it graphic matches to him holding a cross abovethe
villainous antagonist. This could imply that pastevents are haunting him and impacting on
his mental state. This could also link to Cameron’s theory (modular narratives) as it shows
how time is being manipulated to give an intended perspective.
Improved version:
Because…..weused a rangeof techniques to create an intended narrative. Firstly, we
wanted to show the audience that our protagonistwas being haunted by his memories so
we used the technique ‘graphic matching’ to make this clear to the audience. This was done
by placing similar shots beside each other which was a closeup shot of the character
grabbing a door handle and then using a white transition in between; the next shotwas a
close up shotof his hand holding a cross. Therefore, this connotes to the audience that he
is remembering past events. Secondly, another meaning we wanted to create for our

3. audience was the supernaturalpresence. We did this by inserting a whispering sound effect
with a ‘ghosttrail’ video effect. This suggests a spiritual meaning for the audience to
establish our subgenre. (this is more clear in examples and also has range in
examples…..also ties in with subgenre)
Audience Practice
The first audience theorist is McQuail whosetheory is “uses and gratifications” which is a
theory to explain the reasons why audiences consumemedia texts. The 4 reasons arefor 1)
Information, 2) Entertainment, 3) PersonalIdentity and 4) Social Interaction and
Integration. We could apply this to many aspects of our AS film opening. Firstly, horror films
are primarily created for entertainment purposes so my firstexample is the aspect of
suspense. Thevillain is shown to meticulously preparehis instruments for killing such as the
syringes and tweezers. This suspenseshocked the audiences which led them to be
entertained.
Improved example(above):
We could apply this to many aspects of our AS film opening. Firstly, horror films are
primarily created for entertainment purposes becausethey are designed to primarily
entertain audiences by instilling fear upon them. We have many ‘entertaining’ aspects to
our film opening. Firstly, the useof weapons as the villain is shown to meticulously prepare
his instruments for killing such as the syringes and tweezers. This creates suspenseupon
the audiences because it will shock and scare them the audiences which led them to be
entertained. Secondly, another example of how the audience are being entertained is
having jump scares which arecreated when the victim is slowly raising the mirror to look at
his face. The editing is slow paced and the non-diegetic music has a crescendo which
suddenly reveals his bloody face which is enhanced by a diegetic sound effect and close up
shotto scarethe audience.
Another response:
The first audience theorist is McQuail whosetheory is “uses and gratifications” which is a
theory to explain the reasons why audiences consumemedia texts. The 4 reasons arefor 1)
Information, 2) Entertainment, 3) PersonalIdentity and 4) Social Interaction and
Integration. We could apply this to many aspects of our A2 music video. Firstly, our music
video has the ability to engage with the audience through entertainment. A great example
would be our camera movements especially in the 2nd
and more ambient location. Here we
consistently rotated 360 degrees around each member of the band which added more
excitement and momentum to the video, therefore making it more entertaining for the
audience. Also in our studio location, there was some stand alone shots that added some
visualflare and helped to reinforcethe growing intensity in the video.
Improved version:

4. Firstly, it could be argued that by form, music videos are mostly designed to entertain an
audience as they are commercial products. Our subgenreof our artist was ‘indie rock’, so,
in this subgenre, music videos are to entertain the audience through performance. So, a
specific example fromour music video in how it entertains the audience is having a wide
range of shots to exhibit the band’s performance. This was executed through a range of
‘basetracks’ which included intercutting between them such as a wide shot of the band,
mid and close up shots of the individual members performing and closeups of the
instruments. All of these shots highlight the skill of the band and entertain the audience.
Secondly, another way weentertained the audience is through the useof mise-en-scene.
For example, we used low-key lighting as it fit the indie rock subgenreand was suited to a
more sombresong, this could be considered a ‘visualpleasure’ which is a visualfeature in
which entertains the audience. These features are important to our target audience who
like this genre of music becausethey enjoy being entertained by the band’s performance
and the visual aspects of their performance.
The next audience theorist is Altman, whosetheory is “genre offers audience a set of
pleasures”. Wecould apply this to many aspects of our A2 music videos. Firstly, the genre
would be ‘rock music videos’. So, the firstexample of a pleasure that audiences get from
this genre in our video would be seeing the band members perform. In previous drafts, we
wanted to include a narrativein our video but after receiving audience feedback, it was
clear our target audience were not engaging with this concept. Consequently, we choseto
make ‘performance’ based in order to appeal to our target audience. Another ‘pleasure’ for
the audience is the use of a monochromatic colour scheme which is conventional to the
rock genre. The rock genre is not a ‘bubbly’ or ‘jolly’ genre, so using bright colours would
not necessarily attract or be ‘pleasurable’ to our target audience.