Key Concepts

Codes and Conventions

There are different types of codes and conventions that apply to the different sections of media. Media codes have an agreed meaning to their audience and the conventions are the ways codes are organised in a media product which are genre specific.

Codes can also be described as the system of signs that create meaning. The codes in media can be separated into three categories, written, technical and symbolic.

• Written codes are the formal written language used in a media product that can be used to advance a narrative about a character or issue. 
• Technical codes are the way in which the equipment can help tell the story in a media text, for example, the camera work in a film. 
• Symbolic codes are what's beneath the surface of what we see for example the characters actions can reflect their feelings.

The setting (symbolic codes) is the environment in which the narrative takes place. The setting is a big part of the narrative as it can create a mood and the audience can predict what the media product is about for example if it is a violent area the genre may be an action or drama. the setting is also an easier way to see what the characters in the media product are like since depending on where they come from you will be able to see what society they have been bought up in.

Mise en scene (symbolic codes) is pausing a media product and analysing the frame to identify how it creates meaning for the audience. some of the elements included in mise en scene set design, costume, props and staging.

Camera work (technical codes) are the types of camera angles, movements and shots that make the media product visually engaging and can help tell the story.

• some types of camera shots are POV shot (from the characters eyes), Ariel shot (taken from an overhead position) and extreme close up. 
• some types of camera angles are a high angle, low angle and canted framing (appears tipped). 
• some types of camera movements are track (camera follows object), pan (movement of the camera from left to right) and crane shot (moving through the air at any direction on a crane)

Printed Language (written codes) is when text is shown within the frame and how it is presented for example the end credits or the title. 

https://www.slideshare.net/ruthers64/narrative-theories-and-thriller-conventions-as

Representation

Representation is how media products deal with and present gender, ethnicity, class and age.
The media is powerful in a way in which it can influence the audience's views and attitudes to these key aspects.



There are many key terms in representation that will help to analyse the represented ideas and issues in media texts.

• Construction - the way the media product has been put together, for example, the layout, editing, camera angle etc.
• Mediation - process everything goes through before reaching the audience, for example, the script is written and re-written before making it to the production.
• Selection - what has been selected to include in the media product.
• Anchorage - words that go with the images to give them a specific meaning e.g. headlines and captions.
• Stereotypes - representations of people or a place that are obvious characteristics which are often exaggerated. 
• Ideology - ideas and beliefs by the media producer which are often represented in their media product.

Dialogue and Music can influence the representation of a character.

Iconography (visual images and symbols) can influence representation.

Semiotics - how meaning is constructed through language and codes.

Media Language 

Media language is the way in which the text is constructed to create meaning for the reader.

There are five different types of media language: 

• Written - this is in print-based media such as captions and headings. the written messages put onto the photographs create meaning and allow it to create a story in a particular way.
• Verbal- the way language is delivered is important, this language is usually used in television, radio and film. the context in verbal language is important as it creates a different meaning for the audience.
• Non-verbal - this isn't related to speaking but instead, this is the way the characters are presented in terms of body languages, gestures and actions. the meaning received from the audience is through the body language of the actor.
• Visual - in film and television what is presented has been specifically chosen to generate a series of effects and meanings.
• Aural - Diagetic and non-diagetic sound can help create a scene and construct the environment, atmosphere and mood.

https://www.slideshare.net/leannacatherina/media-languages

Industries

The media industries consist of film, television, radio and print. They are varied collections of publications and distributions of media texts.

they can be used to inform, entertain and promote ideas or products.

• Traditional media - newspapers, radio, television, music and advertisements. these are the industries that existed before the internet.
• New media - websites, blogs, online games and apps. this is on-demand content that requires internet to be used. this can also involve interactive elements with the audience.

Organisations within the media industries (such as BBC, Marvel and Pixar etc.) produce content with the aim of making money from our consumption.however all media products are promoted to maintain an audience.

The most common types of the media industry are:

• publishing - books, magazines, newspapers etc.
• video games 
• video and animation
• audio - broadcast radio
• streaming media
• film
• music
• social media
• interactive media
• graphics
• theatre and arts

https://simplicable.com/new/media-industry




Audiences

Audiences can have a complex relationship with the media products they consume. a media product can have an audience that can be quite small (a magazines) or a huge audience with millions of views (worldwide sports game)

without the audience, there would be no media as the organisation makes a profit from the audience. the mass media are trying to maintain and build audiences to increase profit.

https://www.slideshare.net/alevelmedia/media-audiences-an-introduction




Audience theories

the hypodermic syringe model - this theory is when the messages/information from the media texts are injected into the audience. the audience are powerless to resist and are just taking in the information the media is feeding us.the media therefore works as a drug.

the bobo doll experiment - 1961 by Albert Bandura. this experiment was when someone would start hitting a bobo doll whilst there was a child in the room. the adult would leave the room leaving only the child in the room with the bobo doll. the experiment was to see if the child would copy the violent actions and start hitting the bobo doll.

https://www.youtube.com/watch?v=Zaa0YpsnGpc
https://www.slideshare.net/robertclackmedia/audience-theory-powerpoint