Introduction to Media Studies
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Transcript of Introduction to Media Studies
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Introduction to Media Studies
KEY CONCEPTS:
Media Language
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Introduction to Media Language
Session 1:
Semiotics & Symbols
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Session One
By the end of this session you will be able to:
Read the denotative and connotative levels of meaning within a PRINT media text
Use and understand the key terms used in the analysis of media language (Denotation, Connotation, Signifier & Signified)
Write a coherent analysis of the symbolic codes within a movie poster
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Analysing Media Texts: A Framework
Divides codes of media language into three categories – these can help you to understand the meanings of a printed text
1. SYMBOLIC
Lighting & Colour
Positioning
Setting & Locations
Facial Expressions & Body Language
Objects
Key Signifiers/Images
Clothing, Hair & Make Up
3. TECHNICAL
Camera Angles
Framing (ELS, LS, MLS, MS, CU, ECU, POV)
Cropping
Juxtapostion (2 separate signs that together make contrasting meaning)
2. WRITTEN
Slogan
Typeface/Font
Headlines
Captions
Style
Choice of words
Emphasis of words
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KEY TERM: Semiotics
Definition: The study of SIGNS
Examines how symbolic, written and technical signs construct meaning
Looks at how meaning is made and understood
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KEY TERM :Signifier & Signified
THE SIGNIFIER – The sign: a word, colour or image (i.e. the colour BLUE)
THE SIGNIFIED – The concept/ meaning/associations that the sign refers to (i.e. BLUE is often associated with sadness or the sea etc.)
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Signifier & Signified: Examples
Signifier: Red rose with a green stem Signifies: a symbol of passion and love - this is what the rose represents
Signifier: Brown crossSignifies: a symbol of religion, or to be more specific this is a symbol of Christianity
Signifier: HeartSignifies: a symbol of love and affection
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TASK: GreenWhat does ‘green’ signify?
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TASK: Pink
What does the colour ‘pink’ signify when used on this magazine cover? List five signifiers.
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TASK: What do the following signs signify? Make a list of all the meanings and associations you can think of for each signifier:
A
ED
CB
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A: Barbie Doll
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B: Hamburger
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C: The Statue of Liberty
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D: Bus
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E: Nike Swoosh
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Signs & Cultural Differences
How we read a sign depends on our culture:
EXAMPLE: In Britain, we associate the colour white with innocence, purity, weddings
In China, white is the colour of mourning and is worn at funerals
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How to read the signs and signifiers within a Media Text
All media texts have 2 layers of meaning:
DENOTATIVE LEVEL: What we actually see
CONNOTATIVE LEVEL: What you associate with this image
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KEY TERMS 3: Denotation & Connotation
Denotative: The surface meaning
Connotative: The deeper or hidden meanings and associations
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This image denotes the movie star Marilyn Monroe
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The image connotes glamour, stardom, sexuality, beauty
If this was one of the last photographs of Marilyn Monroe, we may also associate it with her depression, drug-taking and ultimately death
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This image denotes a tropical island
The image connotes peace, tranquility paradise, holiday, summer to some readers.
…but think about the film ‘Castaway’, the victims of the Bali bombings or the recent tsunami - in this case the image may connote isolation, fear or even death
It is important to note that images have different connotations depending on the reader of the image/text
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Denotation & Connotation within a Media Text – A Movie Poster
The Mission Impossible Poster denotes a MATCH and a GLOBE OF THE WORLD
What are the connotations ofa) The match?b) The globe?
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TASK: Denotation & Connotation within a Media Text – A Movie Poster
1. What are the key signifiers in the movie poster and what do they signify?
2. What are the denotative levels of meaning in the poster? (What does the poster denote?)
3. What are the connotative levels of meaning in the poster? (What does the poster connote?)
4. What are they communicating to an audience? Why?
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Introduction to Media Language
Session 2:
Magazines & Written Codes
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Session 2: Media Language
By the end of the session you will be able to:
Identify the written codes with a print media text
Carry out a semiotic analysis of the symbolic and written codes within a magazine cover
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Recap
What is the denotative level of a media text?
What is the connotative level of a media text?
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Can you name:i) the signifiers
ii) what they signify (at least 5 meanings/associations)
D
CB
E
A
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What do the following images:i) denote ii) connote
A B
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Introduction to Semiotics: Written Codes
The study of written codes includes:• Slogans• Typeface/Font• Headlines• Captions• Style• Choice of words• Emphasis of words
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Analysing Written Codes
1. What is the title of the magazine and what does this connote?
2. What slogans/captions have been used?
3. What colours are used and what do they connote?
4. What font has been used and what does this connote?
5. What words have been chosen? Why do you think they have been chosen?
6. What words are emphasised and why do you think they have been emphasised?
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Introduction to Media Language
Session 3:
Advertisements
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Session 3
By the end of the session you will be able to:
Produce an analysis of the media language codes within an advertisement
Analyse the representation of gender within advertisements
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Recap:What do the following fonts connote/signify?
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SIGNIFIER: Water/Ocean
WaveSIGNIFIES:
Wild, Stormy, Natural, Earthly
SIGNIFIER: Words ‘Cool
Water’SIGNIFIES:Refreshing,
different,
SIGNIFIER: Droplets on
BottleSIGNIFIES:Cool, chilled appearance,
almost drinkable
SIGNIFIER: Mans Naked
TorsoSIGNIFIES:
Natural, angelic, pure, toned, ideal,
masculine, adonis
SIGNIFIER: Facial
Expression/Body LanguageSIGNIFIES:
Ecstatic, pleasure lost in ecstacy, laid
back, inviting
SIGNIFIER: Calligraphy Style
FontSIGNIFIES:
Classic, timeless,
expensive tastes
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SIGNIFIER: Blonde Hair
Signifies:Ideal
Woman, Innocence, Looks ‘gold’
SIGNIFIER: Perfume
BottleSignifies:
Looks Jewel-like, Buried Treasure
SIGNIFIER: Colour Gold
Signifies:Luxury, Riches,
Expense, Success,
Shimmering
SIGNIFIER: JewellerySignifies:
Extravagance, Excess,
Glamour, Decedance
SIGNIFIER: Word ‘Love’
Signifies:Passion,
Excitement, Lust
SIGNIFIER: Font
Signifies:Dior Logo,
Brand Name, Designer
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TASK
Use arrows to highlight:
A) The key signifiers
B) Their connotative meaning
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In the portrayal of men and women, advertising often uses the following codes and conventions:
Superiority, Domination & Body Language: Men are shown in dominant positions and appear to be reflective of thought and intelligence. Women are physically portrayed in sexual or reclining poses with blank or inviting expressions.
Dismemberment: On females, parts of the body such as legs, chest, etc., are used, rather than the full body. This is often applied to sell products which are not related to the body, such as mobile phones (right)
The Voice-Over Authority: In moving image advertisements, male voices are used as voice-over's in commercials rather than females.
Gender Representations in Advertising
Goffmans Theory (1972)
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HOMEWORK ASSIGNMENT: Carry out a Semiotic Analysis of an advertisement commenting on
the relevant headings listed below:
1. SYMBOLIC & WRITTEN SIGNIFIERSLighting & Colours
Positioning of Words & Images
Setting & Locations
Facial Expressions & Body Language (of people)
Typeface/Font Style
Key (Main) Images/Signifiers
Clothing, Hair & Make Up
2. Goffman’s TheoryDoes the advert adhere to Goffmans gender theory? Comment on the representation of men/women featured within the advert?
Minimum of 500 words pleaseHAND IN DATE:
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TASK: Moving Image Analysis
Watch the credit sequences to the following TV Programmes and films:
1. Desperate Housewives
2. Sex & The City
3. Prison Break
4. The Office
5. James Bond: Quantum of Solace
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Moving Image Analysis: Media Language
1. What are the key signifiers (Words/Images/Sounds) in the sequence and what do they signify?
2. What does the sequence tell us about the content of the programme? What are your expectations of the programme after viewing the sequence?
3. What audiences are being targeted and how do you know?
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Desperate Housewives
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Sex and the City
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Prison Break
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The Office
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James Bond - Quantum of Solace
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Starter Activity – Which of these codes would you consider to be technical and which would
you consider to be cultural?
A high camera angleThe use of Comic Sans font The use of the colour redA picture of a full moonA fade in camera shot The use of shadows Cropping a pictureFaces almost touching on a posterSomeone’s head not fitting in a photograph
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Cultural or Technical
Cultural
The use of the colour red
A full moon in a picture
The use of shadows
Faces almost touching on a poster
Technical
A high camera angle
The use of Comic Sans font
A fade in camera shot
Cropping a picture
Someone’s head not fitting in a photograph
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Learning Intentions
To understand the use of technical and cultural codes.
To learn how codes can have more than one interpretation
To learn how the meaning is tied down.
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Recap
A sign is the smallest unit from which meaning can be taken.
In a sign there is the signifier and the signified.
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A code is a system of signs
A smile in a picture may be a sign.
A big cream cake in a picture may be another sign.
But these two signs together make up a the code.
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Cultural Codes
Sign systems that are shared by members of a culture.
- Colour significance
- Dress
- Word choice
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Technical Codes
Sign systems in the language of the medium and are often a result of technology processes.
- Camera angles
- Font choice
- Picture cropping
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Polysemy
Polysemy is the idea that all signs can be decoded in different ways.
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Remember this picture
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1. ____________________________________________________________________________________________________________
_____________________
2. ____________________________________________________________________________________________________________
______________________
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Activity
Look at the home page of the Times website.
Write down any images that could have more than one possible interpretation and what these interpretations could be.
Write down any examples of meaning being tied down through anchorage.
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Activity
1. Look at the advert for DKNY perfume:2. What cultural codes are used?3. What technical codes are used?4. What is the denotation and
connotation of each?5. Comment on the polysemy of the
image6. How is anchorage used?
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