M7

INTRODUCTION
Read and understand the following terms:

1. Language - pertains to the technical and symbolic ingredients or codes and

conventions that media and information professionals may select and use to
communicate ideas, information, and knowledge (E-learning Guide on MIL).

2. Media Languages - codes, conventions, formats, symbols and narrative

structures that indicate the meaning of media messages to an audience.
- According to Estrada (2017), this is the way in which the media text is
conveyed to the audience. It is a form of visual, oral, written and non-verbal.
- Speaking, writing, pictures or illustrations, actions or gestures are
examples of media languages.

3. Codes- are systems of signs, which create meaning to communicate ideas

Types of Codes: (Source: Oxillo, M. 2017)

A. Symbolic codes - include the language, dress or actions of characters, or

iconic symbols that are easily understood. Symbolic codes in media include
objects, setting, color, costume, body language

For example:
> Object- a red rose may be used symbolically to convey romance
> Body language- a clenched fist may be used to communicate anger
> Costume- the color and design of our “bahag” and “tapis” shows our identity
with other tribes
B. Technical codes - ways in which equipment is used to tell the story. It also
includes sound, camera angles, types of shots and lighting

For example:
> Ominous music to communicate danger in a feature film
> High-angle camera shots to create a feeling of power in a photograph
> Full shot a view of a figure’s entire body in order to show action and/or a
constellation group of characters

C. Written codes - use of language style and textual layout (headlines, captions,
speech bubbles, language style, etc.)

For example:
> Headlines in newspapers are written in large type for emphasis
> Font styles shows if it is formal or informal

4. Convention - In the media context, it refers to a standard or norm that acts as a

rule governing behavior
- the generally accepted ways of doing something
- habits or long accepted ways of doing things, through repeated
experiences, audiences become familiar with these (slideserve, 2012)

For example:
> Subtitles are expected in watching K- dramas
> Speech bubbles are common in writing comic books
5. Messages - the information sent from a source to a receiver

6. Audience - the group of consumers for whom a media message was

constructed as well as anyone else who is exposed to the message.

7. Producers - People engaged in the process of creating and putting together

media content to make a finished media product.

Other stakeholders - Libraries, archives, museums, internet and other relevant

information providers.