Media framework and

context
Media language
• Media language is how media text is conveyed
• Works by conveying meaning through semiotics
• These semiotics are polysemic meaning all texts have several
meanings.

Theorists
• Roland Barthes – All elements of media text are codes that need to be read. They
are read by what they are or understood at a denotation or connotation level.
Media audiences
• Media audiences is how media forms target, reach and address audiences and
how the audience interprets and responds to them.
• Without and audience there would be no media.
• Audiences are important as it allows institutions to make money through
traditional media or digital technology.
• Audiences are targeted through demographic profiling and VALs.

• Theorists
• Wells – hypodermic needle theory – The media feeds the audience on how things should be
Media representation
• Media representation is the way media portrays different age, gender and ethnic
groups.
• Representation is very powerful in terms of influencing ideas and attitudes
• Media representations are often stereotypical tropes (e.g. dumb blonde, crazy
girlfriend)

• Theorists
• Van zoonen – feminist theory –
Media industry
• Media industry is the process of production, distribution and
circulation and how it affects media platforms.
• Media industries affect platforms as a way of gaining money.
• some industries use known starts for more profit.

• Theorists
• Richard Dyer – celebrities are more commodities created by larger corporations
to target a specific group of people to make money
Cultural and social context
• Cultural context refers to influencing society.
• Social context refers to the setting where people live or where
something occurs.

• Example
• Cultural context – Homeland was influenced by the 9/11
• Social context – Deutschland 83 is based on the 1983 soviet war when
East Germany and West Germany was in conflict.
Political and economical context
• Political context refers to political aspect in an environment and society. It is also
relevant to actions such as laws and other peoples interests.
• Economical context is how businesses and the society is shaped to create jobs
and such.

• Example
• Political context – The Guardian are in support of the Labour party, they have
aspects that are in favour of that party such as free sign up and free speech on
their site.
• Economical context – BBC has gained money through their business strategies
such as making platforms on both traditional and digital media.
Historical context
• Historical context refers to the social, religious, economic and/or
political changes in the past.
• This also affects how people behaved during these historical changes.

• Example
• Historical context – In Deutschland 83, the conflict between east and
west Germany affects how people behaved.