NMS’ REVIEWER
Codes and Conventions
ICT S212 MEDIA AND INFORMATION
LITERACY
HI! KONTING KEMBOT NA LANG
PAPALAPIT KA NA SA MGA PANGARAP
MO, KAYA MO YAN, LABAN LANG!
You can share this reviewer cuz sharing is
caring hihi GOOD LUCK SA EXAM!
UNDERSTANDING MEDIA LANGUAGES,
CODES, AND CONVENTIONS
Languages of Media
• Media and information use “texts” to tell stories.
• Media and information texts must use a language
or a combination of languages to communicate in
which the language used is not the same with the
ones for writing and speaking.
• Languages of media refers to the techniques
used to draw attention, inform and entertain
people, dramatise issues, persuade audiences,
and call for action.
Deconstruction
-the process of decoding texts that allows
individuals to think about parts of media and
information and how they constitute the whole
-the process of analyzing and evaluating media
texts that enables us to understand how media
and information work, how they convey meaning,
and why they do what they do
PADAYON!
-the grammar used for the language of different
forms of media
Media & Information Texts
make up a generic term that may refer to any form
of message found in newspapers, advertisements,
music, television, film, Internet, and social media
COMPONENTS IN ANALYZING & EVALUATING
MEDIA TEXTS
Creator
-Individual, a group of individuals, or an
organization who serve as message makers
Areas for Deconstruction:
-background of the producer, what he/she does,
his/her reasons/purpose for producing it, how
he/she works and how this affects the creation of
the content, and how he/she earns from such
creation
Content -the media and information text produced
by the creator
Areas for Deconstruction:
-techniques used in the production, codes and
conventions used and how they portray realities
 NMS’ REVIEWER PADAYON!

and create meanings, and how the content is Representation

accessed, stored, and retrieved -the ways in which the media portray particular
groups, communities, experiences, ideas, or topics
Consumer
from a particular ideological or value perspective”
-the audience or the users of the media and
(Beach, n.d.)
information texts
WAYS IN ANALYZING REPRESENTATIONS
Areas for Deconstruction:
Images -reflects certain positive versus negative
-background of the consumer, what he/she does,
value orientations based on cultural codes and
how the media and information texts appeal to
archetypal meanings
his/her needs/interests, how he/she is reached by
media and information, what he/ she gains from
Sound/Music - focuses on the use of sounds and
them, how he used or intends to use the media
music to represent certain social worlds and create
and information received
certain moods

ANALYZING REPRESENTATIONS IN MEDIA

TEXTS
Basic Principles for Critical Analysis of Media
Messages:
• Media messages are constructed.
• Messages are representations of reality with
embedded value and points of view.
• Each form of media uses a unique set of rules to
construct messages.
• Individuals interpret media messages and create
their own meaning based on personal experience.
• Media are driven by profit within economic and
political contexts.
Intertextuality
-refers to the audiences’ knowledge of intertextual
links between the current texts and other previous
texts using the same images, language, sound or
logos
-refers to how the current text is understood in
relation to other texts in the past or in the future
Language
-deals with the use of language to construct
realities or worlds
-may directly refer to the use of words and texts or
indirect use of images to construct new realities

STEREOTYPING -the labels in media messages

that audience usually refers to due to previous
exposure to the portrayal of characters
 NMS’ REVIEWER PADAYON!

EVALUATING ONLINE INFORMATION TEXTS

Processes in Evaluating Information
CHECKING - involves testing for error in
“reasoning where the ideas in an argument do not
adequately support the conclusion”
CRITIQUING- involves “assessing the value of an
idea or product based on a set of criteria”
OTHERING- a strategy that reinforces the
mainstream by differentiating individuals and
groups and relegating them to the margins
according to a range of socially constructed
categories.
✓ Pitied Other- focuses on status
✓ Cultural Other- different or exotic
✓ Less important matter-
✓ Government doing its job-

Steps in Evaluating Information

• Identify research goals.
• Look for sources or sites that will best meet
those goals.
• Check the sites for credibility, accuracy,
reasonableness, and support.
• Determine type, publisher, author, structure,
language, dates, graphics, and links.

Components in Checking the Quality of Online

Information

CREDIBILITY “What about this source makes it

believable?

ACCURACY “Is the information provided up-to-

date, factual, detailed, exact, and comprehensive?”

Reasonableness “Is the information fair, objective,

moderate, and consistent?”

Support “Can the information be corroborated?”