MEDIA AND INFORMATION LITERACY

MEDIA CODES, CONVENTIONS, AND MESSAGES

MEDIA CODES

→ Tools used to construct or suggest meaning in media forms and product that have a
commonly established meaning to the target audience.

TYPES OF MEDIA CODES

 TECHNICAL CODES
 SYMBOLIC CODES
 WRITTEN CODES

TECHNICAL CODES

→ Technical codes are all the ways in which equipment is used to tell a story in a media text
like camera techniques, framing, lighting, etc. (Ping, 2016).
→ Codes specific to a media form alone.

TECHNICAL CODES IN MEDIA

 High-angle shots
 Low-angle shots
 Close-up shots
 Extreme Close-up shots
SYMBOLIC CODES

→ The meaning of the product is not based on the product itself but on the interpretation of
the audience.

SYMBOLIC CODES IN MEDIA

 Setting
 Color
 Iconic codes
 Language
 Clothing
 Actions
 Mise en scene
 NOTE: Mise en scene refers to the arrangement of scenery and stage properties in a play
or
the setting or surroundings of an event or action.

WRITTEN CODES

→ Formal written language used in creating a media product.

WRITTEN CODES IN MEDIA

 Text in frame
 Dialogue
MEDIA CONVENTIONS

→ Possible methods in which codes are organized in a product; based on a standard or norm
that acts as a rule governing behavior.

TYPES OF MEDIA CONVENTIONS

 FORM CONVENTIONS
 STORY CONVENTIONS
 GENRE CONVENTIONS

FORM CONVENTIONS

→ Ways in which the types of media orders are expected to be arranged.

FORMS CONVENTIONS IN MEDIA

 Title at the beginning, credits at the end
 Tutorials explaining mechanics of how the game works

STORY CONVENTIONS

→ Refer to the basic structures of narratives.

STORY CONVENTIONS IN MEDIA

GENRE CONVENTIONS

→ The common use of the elements of narratives such as the characters, setting, or theme in
a certain type of media.

GENRE CONVENTIONS IN MEDIA

 Culture is very important in the way we interpret signs and codes. It is important to realize
that culture always determines the meaning of a sign or code communication.

MEDIA MESSAGES

→ Pieces of information sent from a source to a receiver; idea that may arise from media
contents.
→ Each audience member brings to each media encounter a unique set of life’s experiences
(age, gender, education, cultural upbringing, etc.) which, when applied to or combined
with the text create unique interpretations.

EXAMPLES OF MEDIA MESSAGES

MEDIA PRODUCERS

→ People engage in the process of creating and putting together media content to make a
finished media product.
→ Must possess the skills in assessing the media texts and have a thorough understanding of
the target product and the processes that go into creating them.
MEDIA STAKEHOLDERS

→ People or organizations that share the same interests or intentions.

MEDIA AUDIENCE

→ Group of consumers for whom a media message was constructed as well as anyone else
who is exposed to the message.