Let’s Analyze

“Language may be a
source of
misunderstanding”
◦-Marshall McLuhan, 1964
Does the user’s/audience’s own background or
experience affect the interpretation of
messages? How?

Is it possible that a different individual derives

a different meaning from the message?
Explain.
MEDIA AND
INFORMATION
LANGUAGES
• CODES, CONVENTION, AND MESSAGES
• AUDIENCES, PRODUCERS, AND OTHER STAKEHOLDERS
Languages
- pertains to the technical and symbolic
ingredients or codes and conventions that
media and information professionals may
select and use in an effort to communicate
ideas, information and knowledge.
Media Languages
-codes, conventions, formats,
symbols and narrative structures
that indicate the meaning of media
messages to an audience
Technical codes
include sound, camera angles,
types of shots and lighting. They may
include, for example, ominous music
to communicate danger in a feature
film, or high-angle camera shots to
create a feeling of power in a
photograph
Symbolic codes
include the language, dress 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
Convention - In the media context,
refers to a standard or norm that
acts as a rule governing behaviour
Messages - the information sent
from a source to a receiver.
 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.
Other stakeholders - Libraries,
archives, museums, internet and
other relevant information
providers.