LO:
To develop understanding
of how to apply
MEDIA LANGUAGE
to your coursework
What is “media language”
• The way that meaning is made using the
conventions of the particular medium and type of
media product.
• A broader category allowing candidates to write
about elements of semiotics, genre, narrative,
design, codes and conventions, spoken, written
and visual language to name just a few
examples.
• To give one specific example, the use of
continuity editing in a film sequence.
Technical aspects test
Brainstorm key words related
to…
• Semiotics – connotation, denotation, metonym, figurative, abstract,
symbol, sign, metaphor, signifier
• Genre – predictable pleasures, representation, iconography,
ideological themes (repertoire of elements), narrative,
characterisation (stock type, archetype), conventions (how genre is
defined), audience expectations
• Narrative – repertoire of elements, equilibrium-disequilibriumresolution (Todorov), characterisation, perspective (narrative voice),
setting, exposition, cause and effect
• Design – mise-en-scene, set design, creativity, conventions,
denotation, masthead, target audience, layout
• Written language – meaning, interpretation, provocative, pun,
alliteration, metaphor, superlative (the best (“est”), imperative,
exaggeration (hyperbole), simile, onomatopoeia
Semiotics
• The study of signs and symbols
• Can you think of any examples of signs or
symbols?
• How would you define a sign or a symbol?
• Things that represent something else
Connotation and Denotation
• Denotation?
• What you actually see (e.g. a rose is a red
flower)
• Connotation?
• What something might stand for or represent
(e.g. to give someone a red rose might suggest
love).
• The mise-en-scene in your trailer, poster and
magazine can connote complex ideas to the
viewer very quickly.
• Task: Look at the following colours – what connotations
do they have to you?
Other semiotic terms
• Metonym: when one sign represents a
greater whole. For example the statue of
liberty is a sign that represents the US as
a nation.
• Symbolism: a visual metaphor.
• Anchorage: text that is used to assist in
the reading of the image- anchors the
meaning.
Barthes and Myth
• Believed that images reinforced cultural myth through
their connotations
• Marxist idea in that this served to empower those in
economic control
• He defined first order and second order (connotations)
signs
• For example, red wine in French society:
– First order sign: it is a dark, red bottle signifying it is a bottle of
wine.
– Second order sign: “Bourgeois” take this signifier and apply
their own (sometimes incorrect) emphasis to it, making wine a
new signifier of a healthy drink.
• Task – what symbolism would your target audience
“read” into the images in your media texts?
The Untitled Project
• Analyse:
– Editing: captions used to help narrate the story (“Four
Teenagers”) and to show actors names, transitions,
special effects (grenade, gun-shots to signify danger),
2 cameras used (special effects) – film within a film,
longer clips at beginning, quicker as heist approached
(suggest action)
– Narrative: very brief introduction to the characters,
resolution shown in trailer (unconventional and also
unconventional because the audience still want to
watch the film), narrative appears (largely)
chronological
Narrative
Genre
Conventions
Semiotics
Design
Visual language
Mise-en-scene
Cinematography
Editing
Sound
Written language
Analyse…
• Design
• Mise-en-scene
• Written language
Brainstorm…
• What areas
could you
choose to
analyse?
Analysis of your coursework
• Choose 1 area of your partner’s poster to
analyse
Danger
Love
Passion
Warmth
Excitement
Power
Anger
Shame
Fire
Blood
Aggression
Fertility
Spring
Vigour
Life
Good luck
Nature
Generosity
Envy
Jealousy
Inexperience
Peace
Tranquillity
Trust
Coldness
Confidence
Conservatism
Cleanliness
Sky
Water
Depression
Power
Sophistication
Formality
Elegance
Wealth
Sadness
Anger
Death
Mystery
Underground
Unhappiness
Joy
Happiness
Optimism
Idealism
Imagination
Jealousy
Dishonesty
Cowardice
Connotation and Denotation
• Task: Look at the film posters.
• What connotations do you get from the mise-enscene on your poster? Consider Setting, Props,
Costume, Colour and Character Position
Althusser and Interpellation
• Believed in the power of ideology
• He thought the recognition (interpellation)
of ideology turned individuals into
subjects
• They become bound to the ideology - they
do not question it because it appears real
to them
• Task – what ideological values do your
media texts contain?