Media Studies
Higher
Pupil Notes on “Unseen Analysis”
The “unseen” text you will write about:
The Unseen Analysis exam is called “unseen” because you will be asked
to analyse a media text that you have never seen before. The text will be
the same kind as you studied in class – for example, if you studied crimedrama DVD covers, then the exam text will be a DVD cover.
The marks:
The final SQA exam in May is worth 80 marks. The Unseen Analysis
exam is done in class time and is worth 20 marks. Together, these two
exams make up a total value of 100 marks – or 100%.
The Key Aspects:
The Unseen Analysis exam tests your knowledge and understanding of
Key Aspects 1 and 2 – “Categories” and “Language”. You will refer to
other key aspects in your answer but mainly you will write about aspects
1 and 2.
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Key Aspect 1: Categories
Medium
If the text is a DVD cover or a film poster, the medium is PRINT.
It is not television or film – you are analysing the cover or poster (not the
programme or film.)
Genre
The genre will be the same as we studied in class. When you are writing
about the genre, you should write sub-genre elements e.g. psychological
drama, horror, forensic drama and romance. You must give evidence
from the text that explains the genre and how it will appeal to audiences.
Form
The form of a DVD cover is a package advert because (a) it is a package
to store and protect the discs inside and (b) it is an advert on the shelves
of the shop, to tempt possible audiences to buy it.
Purpose
The main purpose of a DVD cover is to persuade people to buy the DVD.
The main purpose of a film poster is to persuade people to go to see the
film in the cinema. It does this by promising to entertain the audience by
making the product seem frightening, violent, exciting, funny or
whatever.
Tone
The tone of a text can be hundreds of things – light, fun, violent, horrific,
sexy, romantic, intelligent or whatever. Provide evidence from the text to
justify your conclusions. For example, a gun anchored by a skull and a
blood-red background will clearly connote danger, violence or a warning.
Style
The style may be realistic (e.g. a documentary or a tough crime-drama) or
a glossy fantasy (“CSI: Miami” uses CGI, MTV music and coloured
lights.)
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Key Aspect 2: Language
CODES
Codes are signs that point you in particular directions. If you see one of
the following signs on a door, you know instantly what it means.
Signs like these do not need words. They are used throughout the world
and are understood by everyone, even if they speak a different language.
Before you are allowed to drive a car, you must pass a driving test. Part
of the test is to make sure you know the meaning of the many different
road signs. Look at the road signs below.
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Signs in the media (known as codes) are not so obvious but they are
there. We understand media codes because we have seen them many
times and they are used in the same ways, so they develop particular
meanings. For example, when we see a fade-out in a film or a television
programme, we know its meaning instantly – that the programme is about
to end.
We do not think about codes and their meanings consciously. They affect
us in subtle ways. They affect our mood and how we understand things.
A good example is a change in music, say from major key to minor key,
to make us feel sad, tense or frightened – it may warn of danger.
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Technical Codes
Technical codes are codes that are created by the technology of the
medium. In film, there are technical codes in the use of camera, lighting,
editing and sound. In print media, there are technical codes in the use of
photography, fonts and lettering styles, lighting, layout and cropping.
Cultural Codes
Cultural codes are codes that are used by, and understood by, members of
a particular culture e.g. Scottish people, Punk Rockers, Christians, the
Police, criminals. Cultural codes can be found in what people wear, how
they speak, their mannerisms, vehicles, buildings, colours, background
sounds, music, flags, symbols and many other things.
The Media of Television and Film
In the Media of Television and Film, codes can be created by:
Camerawork e.g. an ECU (extreme close-up) of the villain’s face may
emphasise how evil or threatening he is; a jerky, hand-held camera may
add tension or give the whole programme a documentary “look.”
Lighting e.g. a soft focus on a woman’s face may emphasise her
femininity or the romance of the scene. Strong tones of dark and light
may make a person look harder, tougher or more serious.
Editing e.g. a fast-edit adds pace, tension or excitement to a scene.
Music e.g. loud, dramatic music played by a full orchestra will increase
the drama, excitement and/or violence of the scene; a solo saxophone can
be sad, sexy or depressing – a piano can be romantic, sad or even jolly.
For your Unseen Analysis exam, we will study codes in the medium
of Print.
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Examples of Technical Codes
Photography/ Camera
Code
Description
Looking down on subject
High angle shot
Medium angle shot
Low angle shot
Close-up (CU)
Big Close-up (BCU)
Mid-shot (MS)
Long-shot (LS)
Extreme long shot
Lighting Effects
Code
Low-key lighting
High-key lighting
Back-lighting
Connotations
Close into subject e.g. head
and shoulders
Very close into subject e.g.
eyes, mouth or weapon
Showing half of subject e.g.
head to waist
Shows full length of person
and large part of the scene
Panoramic shot taking in
the whole scene
Makes subject look small, vulnerable.
Weak and possibly a victim
Makes subject equal with audience so
makes subject friendly, likeable
Makes subject look tall, strong and
possibly commanding or threatening
Shows expressions and detail – can be
friendly/ intimate or tense/ dramatic
Too close for comfort – creates strong
emotions e.g. fear, tragedy, hatred
Common shot – comfortable, shows
some detail of subject and background
Used when the background or action is
the most important thing
Used mainly to establish a scene – show
the setting and create a tone
Description
Connotations
Dim or dull setting
Sinister, frightening, unwelcoming
Brightly lit setting
Friendly, happy, fun, comfortable
Silhouette with rim of light
Mysterious, menacing, frightening
Subject and audience are
on the same level
Looking up at subject
Layout and Cropping
Code
Description
e.g. CU of person’s face
Cropping
Symmetrical layout Symmetry to design
Asymmetry to design
Asymmetrical
Lettering Styles and Fonts
Code
Description
Connotations
Intimacy, intense emotions
Order, strength, structure
Exciting, fun, wild, lack of order
Connotations
Block
Roman
Straight, even, not fancy
Simple, easy, honest, reliable, strong
Straight, serifs, regular
Traditional, classy, quality, intelligent
Handwritten
Looks written by hand
Friendly, informal, romantic, warm
Stylised
Many different styles
Modern, hi-tech, jazzy, traditional, etc.
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Examples of Cultural Codes
Colours (depends on other codes for meaning)
Code
Red
Purple
Blue
Black
White
Green
Connotations
Violence, death, danger – romance – sex – fun, laughter, confidence
Violence (bruising) – sadness, depression
Masculine, tough, hard – baby boy – sad, lonely, depressed
Evil, the dark side, hatred – strength, power
Goodness, honesty – innocence, purity, cleanliness
Natural, earthy, healthy – sickly, fainting
Dress Codes
Code
Suit, collar and tie
Man’s tie loose
Shirt left open
Evening dress
Jeans
Pearl necklace
Little girl’s dress
Fur coat
Connotations
Official, business-like, formal – to some people “the man”
Casual, relaxed, informal, friendly – sloppy, lazy, untidy
Casual, relaxed – sloppy, lazy, untidy – sexy or sexual predator
Sophisticated, elegant, sexy, glamorous, classy
Casual, relaxed, informal – scruffy, sloppy – dangerous
Wealthy, sophisticated, elegant, sexy, glamorous, classy
Innocence, nostalgia – if faded or torn, poverty and draws sympathy
Wealthy, sophisticated, chic – cheap, nasty, animals killed for fur
Miscellaneous Cultural Codes
Code
Badge
Gun
Sports car
4x4 vehicle
An old Mini car
Suspension bridge
Tinted windows
Slum tenement
Church spire
Connotations
Official, authority, power – help, rescue – the enemy
Danger, death, violence, power, strength, a threat
Speed, power, wealth, glamour, sexy, dangerous
Status, power, strength, wealth – boring, family car – showy
Cool, traditional, fun, cute
Power, strength, masculine, technology, modernity, city life
Mystery, something to hide, danger – cool and chic
Poverty, poor health, danger, drugs
Religion, goodness, hope, safety, honesty, decency
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Unseen Analysis : Essay Plan : 2011
Categories and Language
Time
1
Medium and Form
Identify the medium and form for the text. Give a little evidence from
the text to explain these categories.
3
mins
2
Purpose
Explain the purposes of this text:
 explaining how it tries to achieve these purposes
 explaining any technical and cultural codes
 justifying your answers with evidence from the text.
12
mins
3
Genre
Identify the genre(s) for the text and, if relevant, sub-genres:
 describing in detail genre markers
 explaining any technical and cultural codes
 explaining the appeal of the genres to target audiences
 justifying your answers with evidence from the text.
12
mins
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Tone
Describe the tone of this text:
 explaining how the tones are constructed to satisfy the audiences
 justifying your answer with evidence from the text
 explaining, if you wish, (briefly) the style of the text.
12
mins
Language
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Other Technical and Cultural Codes
By now, you should have explained many technical and cultural codes.
Now write about other codes and their influence on:
 Representations (people, places, events, ideas, values, beliefs)
 The implied narrative of the film or programme
 Ideologies implied by the poster or cover
 Preferred readings
20
mins
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Conclusion – Anchorage
Throughout your essay, you should have given examples of codes
anchoring each other. If not, make sure you include them at the end.
1
min
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Unseen Analysis : Exemplar Response at Higher
DVD Cover – “N.Y.P.D. Blue”
This text is in the form of a DVD cover (spine, front and back covers). It has been
constructed so that it will appeal to targeted audiences (Audience.) Single DVDs are
bought by a wide range of people however expensive box-sets tend to be bought more
by people with higher incomes i.e. social class A, B and C1. This DVD cover creates
the correct high class image the target audience desires.
The GENRE portrayed is crime-drama and would attract existing fans of crime-drama
with the use of dark, cold colours such as blue, black and metallic greys. They give a
hard, tough sheen to everything, even the characters’ faces, and create a tone and a
style that is hard-edged, aggressive and masculine. This tough feel is accentuated by
the two large, dominant figures, both of whom stare straight at the audience in an
almost threatening manner. They are tall, physically powerful and are ready to spring
into action. Behind them, the New York skyline and the angled sweep of a metallic
bridge create a modern, urban setting and also add to the heavy yet stylish tone.
There are other pieces of evidence that establish clearly the genre of crime-drama, for
example the gun and holster that conveniently pops out from beneath one character’s
jacket. Both central characters are wearing police badges, one on his belt, the other
on his jacket. Both men wear suits, collars and ties, indicating that they are detectives
rather than uniformed, patrol cops. It is interesting to note though that both of their
ties are slightly undone, connoting a tough, couldn’t-care-less attitude, perhaps even
willing to bend or break the rules to catch the bad guys.
The most obvious clue to the genre is in the large, golden, police badge that is central
to the title of the DVD and the TV series. It connotes law and order, and its
prominence implies pride in the badge and what it stands for.
The casting of the film also affects the genre. The two principals named on the back
cover are Jimmy Smits (who became a big name through his roles in the TV series
“L.A. Law” and numerous feature films) and Dennis Franz (star of “NYPD Blue” and
the great forerunner of all modern cop shows, “Hill Street Blues”). Their presence
would guarantee that people (not just fans of crime-drama) would guess the genre but
they would attract fans of the crime-drama genre and others too.
The TONE of the DVD cover is very heavy and dark, suggesting violence and adult
material – the “15” certificate is a good clue. The whole image has a tough, modern
yet glossy look to it – I refer again to the evidence I provided in my section on genre.
Other things that contribute to the tone of this text are:
 The sweeping, gleaming windscreen of a sleek car (very stylish);
 On the spine the same characters are shown from a low angle, below the huge
bridge, accentuating their height, power and the macho-man feel of the series.
 The image on the back shows the same skyline from a different angle, as well
as the great sweep of the river (connoting space, size and the enormity of the
task these detectives face – perhaps also the scale of the series).
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The PURPOSE of this DVD cover is to attract possible audiences. This is done
through the effects I have mentioned before (title, effects, character, background
colour, etc.) with the aim of persuading people to buy the DVD. The main target
audience will be keen fans of the TV series. They are the ones most likely to pay for
an expensive box-set covering a whole season of episodes. However the cover is
designed also to attract other audiences – people who have heard about the show but
never seen it, and browsers in shops or on the Internet. They may be persuaded either
to buy the box-set or give the series a try when it’s shown on TV.
The cover attracts by trying to entertain and intrigue audiences. It sets enigmas such
as “What are the stories like?” and “Are these characters as tough as they seem?” and
“Will the series have the drama the cover promises?”. In asking these questions, the
audience becomes involved in the narrative and is hooked. These are the enigmas for
those audiences who have rarely or never seen “NYPD Blue”. For those who are fans
of the series, the cover simply tries to remind them how good – how tough, intelligent,
emotive, caring, etc. – it was (and so why they should buy it there and then). It will
do this by providing images and a tone and style that they have grown familiar with,
through regular viewing of the series on TV.
If the cover is successful, whether by persuading people to buy the box-set or to watch
the series on TV, it will have served its main purpose i.e. to make a financial profit for
the text-producers – and for other companies involved in the manufacture, distribution
and broadcasting. The prime source of income is from advertising, in this case during
transmission on NBC Television in the USA and Channel 4 in the UK. A series like
“NYPD Blue” is obviously expensive to produce so extra income from DVD and
video sales will be essential to keeping the series afloat.
The implied narrative of this DVD cover must reflect that of the series and that of the
text-producers – in particular, the creative force of Steven Bochco. He is now such a
powerful figure in US television, based on huge successes with various series such as
“Hill Street Blues” and “L.A. Law,” he has almost complete control over this series.
Therefore the viewpoint is very much his vision. So the designers of this DVD cover
would have had to fit in with his preferred reading – the reading that he wished the
audience to take from not only this text but also the entire series.
In my judgement, Bochco’s preferred reading (from this text) is that the series is a
hard, gritty, realistic representation of life in New York. The evidence I provided
earlier regarding tone and style confirm this view. As the title of the series is “NYPD
Blue”, the audience expects to see the main characters being strong and tough enough
to combat serious crime on the streets, and so the two leads dominate this picture,
looking strong, tough and fearless. Their eyes are fixed on us, the audience, showing
that they have real power. The handsome lead is centre-stage in the image, in order to
provide a sexy appeal for female viewers. Also he leans slightly towards the second,
the older and well-established one, connoting the bond between them. They are a unit
who support each other, so they have compassion and strength to deal with villains.
This aspect of the narrative (and the positive representations of the police force) is
developed further in the panel at the foot of the cover page. Here there are four other
people, all similarly dressed so presumably detectives too. The foremost figure has
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his jacket slung over his shoulder – a cultural code that connotes his confidence and
possibly authority (this and his posture suggest he may be the team boss). He is also
Afro-American which broadens the target audience to include ethnic groups. Two of
the leads appear to be Hispanic. The final member of the quartet is female, a middleaged, attractive woman to appeal to many male viewers.
So, the six members of the team on the cover are varied in ethnic background and
gender, yet work well together. This has several effects. It strengthens the unity of
the team, making them appealing to the audience. It establishes the cosmopolitan
nature of the police force. It gives the audience of security and pride in the officers of
law enforcement, as represented in this text.
The DVD cover presents ideological discourse through character choices. In many
American TV series, including crime-drama, there is no more than a token reference
to cultural diversity – a large team of white people with one obligatory black person,
usually in a minor role. In “NYPD Blue” the black man is the captain and over half
the team are from non-WASP backgrounds. In a similar way, there is no need for the
stereotypical young, beautiful, usually blonde bimbos who have no substantive part in
the plots and who are there as eye-candy. Here the woman is attractive but natural
and, like the men, is mature in years. If these characters were played by young actors,
the text would appeal to different audiences and it would lose its credibility as a gritty,
documentary-style crime-drama, at least for its committed fans.
There are many CULTURAL CODES which help to establish representations of these
characters (and, by association, the complete series) which will make them appealing
to a wide range of audiences.
Note to Pupils:
The rest of this essay should be written in full sentences, explaining particular
codes and their meanings in the text. However there are far too many codes to
write about in the one hour allowed for the exam. So, instead of writing the rest in
normal prose, I have simply listed some of the codes and their connotations. In the
exam, you would choose a few to write about.
Cultural Codes
Suits, collars and ties
Ties undone at necks
Casual postures and hand in pocket
Central figures’ expressions
Central man leans towards other man
Police badges prominently displayed
Gun and holster under jacket
Dominant blue colour scheme
Black with desaturated colours
Brick of buildings and bridge
Formal and professional – inspires trust and confidence
Non-conformity, relaxed – implies that they’ll bend the rules
Informal, confident – experienced and assured in their jobs
Strength, toughness, confidence
Friendship, bonding – strong together, a team
Pride, authority, justice – audience will admire and respect
Violence, danger, drama, excitement
Masculine, tough, strong, serious
As with blue, adds to hard, realistic, documentary-style tone
Tough, strong, serious, pride in America and New York
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Shiny steel of buildings, bridge and car
“15” certificate logo
“Blue” in title refers to police uniforms
Tough, strong, serious, pride in America and New York
Adult material e.g. violence, gore, swearing, sexual content
May also hint at the sadness/ tragedy in the narratives
Technical Codes
Desaturated colours
Front-view, mid-shot of characters
Low-level shot of characters on spine
Figures superimposed on New York
skyline and Manhattan Bridge
Serif font (Roman font)
Font stylised with soft, rounded edges
NYPD badge superimposed on title
Adds to realistic, documentary-style tone
Shows faces, shows strength and toughness, shows bond
Exaggerates their height and connotes strength and power
Establishes setting for series, anchors the title and adds
toughness
Class, quality, tradition, intelligence (plot, reps, etc.)
A feminine and compassionate edge to the drama
Gold and blue glistens, highlight nobility and prestige
Further Note to Pupils
You should have been giving examples of anchorage through your essay. If you have
not, then do it now. It is an essential part of your essay. Here is an example.
This DVD cover uses a classic serif font for the title/logo. It is a Roman font that is
hundreds of years old and has long been associated with values such as honour, duty,
quality, class and intelligence. When it is used adjacent to the police badge, glittering
in gold, emblazoned with ancient figures like a Medieval shield, they work together to
connote the same qualities and ideals about modern-day police and Criminal Justice
System. They imply similar qualities about the American way of life – something
American audiences will respect and admire. The fact that the font has a stylised
touch simply adds a modern feel to traditional, American values.
All of these key aspects are used to explain how the DVD cover work and how, in the
end, they attract an audience.
Notes on this essay response
This essay is far longer and far better than anyone could manage to do in a one hour
exam. So don’t panic! An essay half this length would pass at Higher. I have put
many things in this essay, to show you how much there is in one, quite simple text.
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