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[Music]
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hi everyone welcome back to media and
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information literacy for our fifth
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lesson we will be talking about media
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and information languages for today's
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lesson we will be relating language and
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media we'll also be discussing what
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media language is the different media
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codes conventions and messages as well
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as producers stakeholders and audience
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in media before we proceed with
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discussing language in media let us
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first define what language is according
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to finakioro cited in zhang in 2010
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language is a system of arbitrary vocal
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symbols that permit all people in a
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given culture or other people who have
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learned the system of lab culture to
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communicate or to interact simply put
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language is essential in communication
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now how are we going to relate this to
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media studies how is language defined
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and used in media language in media
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pertains to the technical and symbolic
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ingredients or codes and conventions
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that media and information professionals
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may select and use in an effort to
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communicate ideas information and
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knowledge now in media it is not just
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the words that are communicating it is
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not just simply the verbal form of
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communication
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there are other symbolic and technical
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ingredients
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that are present in different media
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products media languages therefore is
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described as the codes
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conventions formats symbols and
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narrative structures that indicate the
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meaning of media messages to an audience
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it is what helps you understand the
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intention the meaning behind different
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media formats because that is what the
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producers of that particular media
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output wants you to feel
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to understand to interpret or to learn
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from that particular media product media
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language also denotes how media
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producers make meaning about a certain
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medium they are producing
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and how they transfer that meaning to
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their target audience again it is what
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they intend to do in order for you to
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understand or even feel what they want
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you to feel about that particular
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product similarly it also allows the
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audience to convey the meaning of the
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text through its signs and symbols media
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language could also be interpreted in
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the same way that we interpret regular
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verbal language media language also has
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denotative meaning which simply means
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the literal meaning of the media that is
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being presented to you and the
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connotative meaning or the various
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interpretations that that particular
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media form suggests to the audience
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which are
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often associated with culture beliefs
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values etc so meaning these
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interpretations could differ depending
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on the context and most importantly
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depending on the personality the
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background the culture of the person
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consuming that particular media format
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let us now go to the different aspects
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of media language which include media
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codes conventions and messages media
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codes are simply described as the tools
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that are used to construct or suggest
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meaning in media forms and product that
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have a commonly established meaning to
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the target audience in short media codes
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are tools that already have a set
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meaning the producer of the media format
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and the consumers of that media product
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already have a shared understanding of
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these things of these tools what do
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these tools represent what do these
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tools mean there are three major types
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of media codes the first one is
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technical code symbolic codes and the
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written codes let's talk about them one
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at a time technical codes refer to media
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codes that are specific to a particular
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format or form alone so take for example
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when you are watching movies you
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probably would be looking at the
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characters or the scenes presented in
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the movies or in the television shows in
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different angles high angle shots
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usually are used when the producers of
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that media format or product want to
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imply a challenge for example on the
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other hand low angle shots often imply
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strength superiority over a particular
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object a particular situation camera
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shots are also considered to be examples
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of technical codes close up shots for
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examples allow or give emphasis to
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certain characters certain situations or
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certain images presented in media
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wherein extreme close-up shots usually
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zoom in on specific body parts such as
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the eyes the skin or a specific object
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that is essential to that particular
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scene camera lighting and set lightings
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are also considered to be technical code
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another technical code used in media is
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sound which is a very very important
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because it builds up emotion it builds
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up tension it builds up feelings among
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the audience the second type of media
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code is symbolic codes which basically
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is the meaning of the product that is
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not based on the product itself but
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rather on the interpretation of the
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audience so the meaning behind these
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codes are based on the audience or how
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the audience will interpret them some
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symbolic codes in media include the
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setting the place and time where the
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story is happening even the color that
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is being used in media for example is
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very important because it could be
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symbolic of something so take for
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example you would notice that in horror
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movies they would use more jeans more
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red more darker colors because it
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represents the feeling the tension and
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the horror the scary part scary aspect
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of love film iconic symbols integrated
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into scenes into character development
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could also be considered as symbolic
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codes in media so take for example in
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the first picture you would see that
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behind the characters you would see the
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nazi symbol so this could be
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representative of the setting when this
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particular movie is taking place or this
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particular scene is taking place another
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one is the mockingjay in the hunger
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games which represents the struggle of
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the characters and they rise from social
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and systemic abuse language could also
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be considered as a symbolic code you
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would notice that different actors would
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often use different accents when they
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are portraying different characters
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because it's representative of who those
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characters are or who the characters
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they're playing are clothing could also
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be considered as a symbolic code in
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media so for example if a character in a
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movie or in a television show suddenly
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changes their style of clothing then
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meaning there is also a change in their
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personality or in their lifestyle
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actions of the characters could also be
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symbolic codes in media another symbolic
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code in media is what movie producers or
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filmmakers would refer to as ms onsin
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this is simply the set in which the
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story takes place so in a set in a
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particular movie set where they are
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trying to film this particular scene the
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characters and the props and other
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aspects of the set itself are placed
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strategically because they are
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representative of specific meanings or
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the filmmakers simply want to convey a
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specific meaning through them the last
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kind of media code is of course the
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written codes these are formal written
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language used in creating a media
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product some examples of written codes
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in media include text in frame if you
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would notice when you are watching the
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news aside from the news reporters
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talking on the scene you could also see
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several texts written or shown or
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flashed on the screen
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in movies for example they would often
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close up to whenever the characters or
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the actors are writing something or
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sometimes he would notice that when they
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are texting someone some pop-up would
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appear on the screen that shows what
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exactly are they texting dialogue is
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also a very important written code
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because all movies all television shows
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even news reports actually start from
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written dialogues or written scripts and
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a good script would often translate to a
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good production of media formats moving
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on the second aspect of media language
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is media conventions this term simply
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refers to the possible methods in which
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codes are organized in a product based
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of course on a standard or a norm that
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acts as a rule governing behavior it is
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something that has been widely accepted
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and widely
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understood so meaning
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these are things that people already
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follow these are things that people
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already approve of there are also three
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types of media convention this includes
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form conventions
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story conventions and genre conventions
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form conventions are described as the
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ways in which the types of media codes
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are expected to be arranged how are they
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presented how do they flow from one
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media code to another some examples of
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form conventions in media include title
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at the beginning in credits at the end
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you would notice that when you are
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watching movies more often than not you
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could already see or it will already
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present to you the title of the movie at
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the very beginning of the movie even
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before the movie has actually started or
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the story has actually started and then
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usually towards the end of your movie
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this is where you could see the credits
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or who worked on the movie who are the
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actors what characters are they playing
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and so on and so forth a very good
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example of a form convention is in
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marvel movies you would notice that when
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you are watching marvel movies even if
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the credits have already been presented
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to you at the end you still do not get
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up from your seat in the cinema or you
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still do not turn off or stop the movie
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from playing why because it's been a
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widely accepted convention that when you
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are watching marvel movies there is an
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extra scene after the credits have been
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played another example of form
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convention in media is the tutorials
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that you can see which explains the
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mechanics of how a particular game works
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you would notice that at the very start
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once you have started playing a game at
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the very start it would give you a
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run-through of what to expect how to do
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things or provide an explanation of the
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game play next type of media convention
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is the story convention it simply refers
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to the basic structures of the
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narratives how is the story being told
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how is the story being relayed to the
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audience some story conventions in media
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include for example especially here in
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the philippines at the very beginning
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there is an underdog and you know that
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towards the end of the movie the
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underdog will rise up and become very
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successful another good example of story
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convention is when you are watching
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romantic movies and you know that the
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two main characters see eye to eye that
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could mean love average sight similarly
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in murder mystery movies you would
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notice that the story would often flow
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from a small gathering or a gathering of
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people or characters and then suddenly
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someone dies or something bad happens
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and then all of these people would work
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together to try and solve the case and
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then eventually you would find out that
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it's one of them who have done the dirty
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deed the last type of media convention
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is genre convention which is the common
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use of the elements of narratives such
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as the characters settings or themes in
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a certain type of media so it depends on
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the genre that is being presented by
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that media format or media product right
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now you would notice that many movies
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many television shows
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when it's all about the end of the world
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or an apocalyptic scene it would often
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include zombies and zombies are often
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shown as flesh eating monsters another
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genre convention that is commonly used
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in media especially when a movie or a
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television show is about high school or
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the high school life you would notice
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that characters are often represented
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based on the group to which they belong
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in high school there would be trouble
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there would be the jocks or the athletes
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there would be the popular girls there
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would be nerds there would be castaways
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etc another media convention in the
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genre of school-based television shows
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and movies is the concept of the mean
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girl so mean girls are often portrayed
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by actresses in which they represent
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their characters as popular pretty or
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beautiful
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more often than not they're blonde
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they're rich they're cheerleaders but
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they are not good towards other students
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they have a status to protect in music
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on the other hand you would notice that
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for pop songs there is constant
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repetition of lyrics which actually
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makes pop songs popular and catchy it is
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important to note however that in terms
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of media conventions culture is very
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important in the way we interpret
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science and codes it is imperative that
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we understand that culture always
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determines the meaning sign or code
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communicates the interpretation of one
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group of people could be different from
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the interpretation of another let us now
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proceed to media messages media messages
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are simply pieces of information that
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are sent from a source to a receiver
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these could be ideas that may arise from
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media contents each audience member
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brings to each media encounter a unique
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set of life experiences remember that we
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come from different backgrounds we had
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different experiences growing up we are
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of different ages gender education
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cultural upbringing etc which when
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applied to or combined with the text may
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create unique interpretations
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here are some examples of medium
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messages let's take a look at the
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kardashian plaque you would notice that
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they are the queens of social media they
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would constantly post about their
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lifestyle they would show off their
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beautiful faces and their bodies through
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social media and there has been a
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long-standing debate as to whether the
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kardashian influence is actually
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beneficial to social media users there
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have been instances there have been
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reports and studies wherein they claim
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that the kardashian clan are not
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promoting body positivity it encourages
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social media users particularly young
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girls who tone their bodies down to the
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point that there could be too thin or
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even use excessive makeup or filter
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their faces and bodies even when
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presenting themselves in social media so
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there are people who could actually take
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offense in these kinds of postings media
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languages also include knowing about the
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people involved in the production and
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the consumption of media and information
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and this includes media producers
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stakeholders and audience media
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producers are simply described as the
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people engaged in the process of
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creating and putting together media
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content to make a finished media product
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so they are the ones creating the media
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formats the media products that we have
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it is important that media producers
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possess the skill in assessing the media
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text what they are presenting and have a
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thorough understanding of the target
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product in the processes
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that go into creating them it is not
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enough that just because you have an
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information and you want to relay it to
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people you could already create a media
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product as a media producer you have to
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know
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what particular pieces of information
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must be presented must be included in
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that media product and how exactly are
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you going to present these pieces of
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information aligned to your intention
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some examples of media producers of
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course include journalists writers
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directors recording artists
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photographers television host cameraman
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sound and linesman etc media
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stakeholders on the other hand are
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people or organizations that share the
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same interests or intentions and because
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they share the same interest they create
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a group they create connections with
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other people that they have
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commonalities with in terms of producing
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and consuming media here are some media
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stakeholders we have television networks
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movie and television festivals groups
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and organizations of
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broadcasters award-giving bodies such as
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the grammys the oscars or the academy
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awards you have cable tv networks or
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streaming services streaming companies
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such as netflix even the nobel prize is
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also considered a media stakeholder last
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but not the least we have three media
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audience media audience refers to the
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group of consumers for whom a media
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message was constructed as well as
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anyone else who is exposed to the
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message itself basically these are all
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the people who watch will listen we read
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we use different media formats and
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products that ends our discussion for
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today here are my sources
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you
