Name of Student: ____________________________________ Year level and Strand: ___________

Name of Teacher: Katherine L. Hernandez Subject: Media and Information Literacy

Week 3 I Module 3
Weekly Module
Week 3
MEDIA AND INFORMATION LITERACY
Unit Title: MEDIA AND INFORMATION LANGUAGES

LEARNING OUTCOMES:

At the end of the lesson students are able to:

1. Understand the concept of codes, convention,
messages, audience, producers and
stakeholders.
2. Analyzes meaning embedded in various types
of media.

Language, a system of conventional spoken, manual (signed), or written symbols by means of which human beings, as
members of a social group and participants in its culture, express themselves. The functions of language
include communication, the expression of identity, play, imaginative expression, and emotional release.

MEDIA AND INFORMATION LANGUAGES

Are codes, conventions, formats, symbols and narrative structures that indicate the meaning of media messages
to an audience.

CODES - Are system of signs that when put together create meaning.

SEMIOTICS - Study of signs.

TECHNICAL CODES

Include sound, camera angles, type of shots and lighting. They may include ominous music to
communicate danger in a feature film, or high- angle camera shots to create a feeling of power in
photograph.

Major- sounding scales and chords their brighter, cheerier sound.

Minor - sounding scales and chords their darker, sadder sound.
A close up in film making, television production, and still photography is a type of shot that tightly frames a person or
object. This is often used to highlight details such as movement, mannerisms and minimal yet impactful actions.
Full shot is another name for wide or long shot. It shows the subject fully from head to toe. This is used for dialogue
sequences, and they allow the viewer to pick up on the characters movement and gestures.
Medium shot is also known as the waist shot because it frames the subject from the waist up. It is commonly used for
Extreme
interviews Longcasting
or news shot covers a wide
because area thus
it directs framingtothe
the viewers thesubject including a vast amount of its surroundings. It is often used
subject.
to provide context for the scene or show far transportation.
 Name of Student: ____________________________________ Year level and Strand: ___________
Name of Teacher: Katherine L. Hernandez Subject: Media and Information Literacy
Week 3 I Module 3
SYMBOLIC CODES

Include the language, dre4ss or actions of characters or iconic symbols that are easily understood . for
example a red rose may be used symbolically to convey romance, or a clenched fist may be used to
communicate anger.
Symbolism Chart

Red: Excitement, energy, passion, love, desire, speed, strength, power, heat, aggression, danger, fire, blood,
war, violence, all things intense and passionate, sincerity, happiness (Only in Japan)

Pink symbolizes love and romance, caring, tenderness, acceptance and calm.

Beige and ivory symbolize unification. Ivory symbolizes quiet and pleasantness. Beige symbolizes calm and
simplicity.

Yellow signifies joy, happiness, betrayal, optimism, idealism, imagination, hope, sunshine, summer, gold,
philosophy, dishonesty, cowardice, jealousy, covetousness, deceit, illness, hazard and friendship.

Dark Blue: Symbolizes integrity, knowledge, power, and seriousness.

Blue: Peace, tranquility, cold, calm, stability, harmony, unity, trust, truth, confidence, conservatism, security,
cleanliness, order, loyalty, sky, water, technology, depression, appetite suppressant.

Turquoise symbolizes calm. Teal symbolizes sophistication. Aquamarine symbolizes water. Lighter turquoise
has a feminine appeal.

Purple: Royalty, nobility, spirituality, ceremony, mysterious, transformation, wisdom, enlightenment, cruelty,

honor, arrogance, mourning, temperance.

Lavender symbolizes femininity, grace and elegance.

Orange: Energy, balance, enthusiasm, warmth, vibrant, expansive, flamboyant, demanding of attention.

Green: Nature, environment, healthy, good luck, renewal, youth, spring, generosity, fertility, jealousy, service,
inexperience, envy, misfortune, vigor.

Brown: Earth, stability, hearth, home, outdoors, reliability, comfort, endurance, simplicity, and comfort.

Gray: Security, reliability, intelligence, staid, modesty, dignity, maturity, solid, conservative, practical, old age,
sadness, boring. Silver symbolizes calm.

White: Reverence, purity, birth, simplicity, cleanliness, peace, humility, precision, innocence, youth, winter,
snow, good, sterility, marriage (Western cultures), death (Eastern cultures), cold, clinical.

Black: Power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, evil, unhappiness, depth,
style, sadness, remorse, anger, anonymity, underground, good technical color, mourning, death (Western
cultures), austerity, detachment.

DENOTATION - Literal or obvious meaning.

CONNOTATION – Potential or suggested meaning.

CONVENTION - in the media context, refers to a standard or norm that acts as a rule governing behaviour.

Example: yellow, in the Philippines, is associated to democracy.

Messages are the information sent from a source to

receiver.

In the communication process, the sender is the

 Name of Student: ____________________________________ Year level and Strand: ___________
Name of Teacher: Katherine L. Hernandez Subject: Media and Information Literacy
Week 3 I Module 3

AUDIENCE – the group of consumers for whom a media message was constructed as well as anyone else who is exposed
to the message.

PRODUCERS - People engaged in the process of creating and putting together media content to make a finished media
product.
More accurately, there are two main ways of studying media
audiences. The first is as consumers of media products, or what the
media and communications industry describes as ‘target audiences’.
The second is based on reception theory, where audiences are seen
as active participants in reading and interpreting media and
information texts.

Target audiences are groups of readers, viewers or listeners defined

by specific characteristics such as age, income, gender or interests.
This is a specific group for whom media and other organizations
develop content and shape messages. For example, advertisers are
very concerned about buying time or space that will provide them
with access to a specific demographic or target audience. In the
television industry, for example, advertisers will buy commercial time
slots from a network during a particular programme, if that programme is attracting the audience they want to reach.