1. Key concepts – media languages
Media Languages
• Written language
Most obviously in print-based media and evident in the articles you read.
Written language is also in text such as captions for photographs, titles
(mastheads) and advertisements. Written language is en essential element
within silent films.
The text within print publications is often referred to as copy. It is
carefully selected to create an identity for the particular publication and
engaging the particular target audience. The language chosen generates
meaning. For example, a caption for a photograph will help fix the way the
audience looks at the image. Captions allow the publication to present a
story in a particular way. In this way, by looking at the language we can
understand more about the intention of the magazine or newspaper.
• Verbal language
This is evident in many media areas such as television, radio and film. The
choice, delivery and context of the language used are important factors
in the way meaning is generated for the audience. A television news item,
for example, will be delivered using language that creates a sense of the
importance of the story in the mind of the viewer.
• Non-verbal language
This is often defined in terms of body language: gestures, stance and
mannerisms. You can read meaning into a scene in a drama, for example,
by the way the actor or actress uses their body. Non-verbal language is
essential in silent film and often includes captions to help explain the
action we see. However, it from the obvious and subtle movements,
gestures and mannerisms of the actors that we understand fully what the
scene is about.
• Visual language
Most of the media texts we will study will be visual, for example, film and
television. What you see on the screen has been chosen in order to
generate a series of effects and meanings. (Semiotics)
A film director will choose particular camera angles and movement in
order to tell the story of the scene. A tracking shot (or dolly shot)
might be used to introduce the audience to the film’s setting, and
therefore establish the setting as having an important role within the
film. A point-of-view-shot might be used in order to position the

2. Key concepts – media languages
audience within the scene and allow them to experience some of the
thoughts and emotions of a particular character.
Another important area within visual language is ‘mise-en-scene’ Literally
meaning ‘put into the shot or scene’, mise-en-scene includes lighting,
props, location, costumes and set design. By freeze-framing a film and
analysing the elements of the still and looking at all the elements of mise-
en-scene, you will be able to comment on the genre, its intentions and
meanings.
• Semiotics
This means the study of signs and symbols and is a way of discussing both
the literal and the potential meanings of the images we see on screen.
There are two identified orders of signification, denotation and
connotation.
Denotation – literal or obvious meaning. A simple description of what is
physically seen or heard.
Connotation – potential or suggested meaning. A cross, for example, is a
sign that has many different literal and potential meanings. Depending on
the context, a cross could be a crossroads or a mathematical plus sign. In
another context, the cross might become a crucifix, which is understood
to indicate or denote Christianity. The connotations of the crucifix
however, are more varied and could conjure images of suffering,
oppression or sacrifice.
• Aural language
In Media Studies, as well as being able to discuss written and visual
language, you also need to be able to discuss what you hear. Media texts
often include a mixture of sounds, including spoken language but also any
sound within the film or programme (diegetic sound – is a natural part of
a scene) or on the soundtrack (non-diegtic sound – additional sound to
the scene). In a film or television programme we might hear the diegetic
sounds of traffic or animals or the weather and this will help in our
construction of environment, atmosphere and mood. If a city is saturated
with sounds of cars, building work, radio, and so on, it can create the
impression that the setting is chaotic and oppressive. If a building is
totally silent we might perceive it as isolated or isolating.
The aural language of a media text can also help us to define the genre of
a piece. A horror film, for example, might include non-diegetic heartbeat
sounds in order to provoke a response from the audience.