MEDIA AND INFORMATION MITS01C

LESSON 5
LANGUAGES MS. BETTY ANN ESTRADA
MEDIA CODES AND MEDIA AND

CONVENTIONS INFORMATION LANGUAGES

 MEDIA LANGUAGE
It is the way in which the media text is
conveyed to the audience.
TYPES
VISUAL • AURAL • WRITTEN • VERBAL •
NON-VERBAL
 MEDIA TEXT
It is utilized to depict any media item.
e.g. TV programs, photos, adverts, film,
radio programs, web pages, etc.
Systems of signs,
which create
meaning
to communicate
ideas and
impressions
for an audience,
producers,
& other
stakeholders.
 TECHNICAL CODES
Focus on how media frames in visual
media are presented.
e.g. camera angle, lens choice, framing,
shutter speed, depth of field, lighting &
exposure, juxtaposition
EXTREME LONG SHOT
LONG SHOT
MEDIUM SHOT
MEDIUM CLOSE-UP
CLOSE-UP
EXTREME CLOSE-UP
BIRD’S EYE VIEW
HIGH ANGLE
EYE LEVEL
LOW ANGLE
WORM’S
EYE VIEW
OBLIQUE/CANTED
 DEPTH OF FIELD

SHALLOW DEEP
CAMERA MOVEMENTS
1. PAN – short for panorama. The camera moves
horizontally from a static position.
2. TILT – The camera moves vertically from a static
position.
3. ZOOM – The change of focal length – closer or
farther away.
4. DOLLY – Tracking shot. Camera moves on
tracks/wheels to give a smooth movement.
5. HANDHELD – Gives the frame a shaky look; POV
shot
 SYMBOLIC CODES
Indicators that require inferences
among the audience, delving into the
connotative rather than the
denotative.
e.g. objects, setting, body language,
clothing, color
 SEMIOTICS / SEMIOTIC
THEORY
RONALD BARTHES

It is the study of signs (stimulus

designating conditions) & symbols
(designation of complex sign),
discusses the literal & potential
meanings.
 WRITTEN CODES
The way titles/headlines are
presented.
e.g. headlines, captions, speech bubbles,
style
 The
generally
accepted Refers to a
ways of standard or
doing norm that
things. acts as a rule
governing
behavior.
WHAT MAKE UP CODES &
CONVENTIONS
Theme
Characters
Setting
Props
Narrative & Plot
Sound
MEDIA AND THE AUDIENCE MEDIA AND
INFORMATION LANGUAGES
Human mind as machines

TWO FACES OF THE

AUDIENCE
Interpretive beings
PHYSIOLOGICA ATTITU
L DE

EFFECTS
COGNITIV AFFECTI
E ON THE VE
AUDIENCE
BELIE BEHAVIO
F R
 AGENDA-SETTING THEORY
MAXWELL MCCOMBS & DONALD SHAW

The media has the tendency to

manipulate its way of presenting
messages in order to obtain the
desired reception from the audience.
This is called media agenda.
 USES AND GRATIFICATIONS
THEORY
ELIHU KATZ

The audience has the power to choose

what kind of media they desire to
consume depending on what gratifies
their needs.
 MEDIA AND THE
PRODUCERS/STAKEHOLDE MEDIA AND
INFORMATION LANGUAGES

RS
 COMMERCIAL OPPORTUNITIES
e.g. Commercials – people tend to buy products shown on
media

ONLINE OPPORTUNITIES
e.g. Advertisers extend & promote products & services online.
THE CONFLICT BETWEEN MEDIA
AND THE STAKEHOLDERS
INTEREST
e.g. An unpopular product is not aired by media
WANT-REGARDINGNESS
Businesses are always after what the media wants to know.
EXIT AND VOICE
Emphasizes on choosing between giving up on a deal or
engaging people to like the deal.
 KITA KITA
FILM CRITICISM

FORMAT
• Times New Roman, 12, Justified, 1.5
spacing
• Minimum of 2 pages
• Name, Section, Date, Subject Code

POINTERS/GUIDE QUESTIONS
• What are the codes & conventions
present?
• How effective/not effective are these
codes & conventions?
• Describe & specify the story elements.
What can you say about them?
• Would you change the ending?
• What life lessons have you gained?