Aims/ objectives
•To reinforce the basic media language that create meaning in texts•To have a basic understanding of how to evaluate your coursework against the media language that you use.
Key terminology for media language
Theorists: Roland Barthes (semiotics) Stuart HallDenotationConnotationSignifierSignifiedMicroMacro
Importance of media language
• Every medium has its own ‘language’ it uses to communicate meaning. (TV, FILM, Music Video, magazines)
• We call these ‘languages’ because they use familiar codes and conventions that are generally understood.
• Music video has its own creative language (eg bling, fast cars, attractive ladies...the language of RnB)
Denotation/ connotation
John Fiske (1982)“Denotation is what is filmed, connotation is
how it’s filmed”
Denotation and connotation are terms describing the relationship between signifier and signified.
Roland Barthes (you know him well)
Barthes theory of SEMIOTICS.
Meaning of a text is created through the SIGNIFIER and the SIGNIFIED
Micro (signifier) to the macro (signified)
Evaluating media language is an evaluation of all micro elements and how they have created meaning to inform us about genre, narrative, representations, ideology and targeting of audiences.
ImportantWhen you evaluate your product you have to say
whether you conform to or challenge the dominant (preferred) reading/ ideology.
(Stuart Hall...remember?)
Digipak and advert
Micro (signifiers) Macro (signified)Images GenreColour RepresentationFonts IdeologyLanguageProps
How do colours, font, images, language, composition all create MEANINGS (genre, representation etc)
Micro to the macro: Digipak and advert
In your music video group, annotate the paper copy of your digipak and advert to show how you use the MICRO (signifiers) to create the MACRO (meaning) Have you conformed to or challenged the dominant reading?
The micro into the macroAS- Music magazine
Use of language to create meaning “Best underage club” “Non-alcoholic cocktail”
Codes and conventions of page layout and design
Genre of magazine (does it conform or challenge?) Use of images/ font/
colours to create meaning
How does your music magazine use micro elements to create meaning? Do you conform or challenge the dominant reading?
Lesson 2: Micro to macro: music video
Micro elementsMise-en-scene (location, characters, props,
costume and makeup, lighting)Camerawork (camera angles, movements,
compositionEditing (how is your video cut/ put together to
create meaning?)Sound
Micro (Signifier)- Red CoatMacro (Signified)- power/ freedom/ strength
EditingBlack and white... Meaning....?
Location...? Meaning...?
Facial expressions...body language..? Meaning?
MICRO MACRO
LOCATION/ SETTINGS
CHARACTER
LIGHTING AND COLOUR
CAMERAWORK•CAMERA ANGLES•CAMERA MOVEMENTS•CAMERA COMPOSITION
EDITING (continuity and non continutiy)
SOUND
Make notes/ find examples for each of the micro elements and explain how they create meaning for the genre, representation, ideology
Lesson 3: Andrew Goodwin
Another theorist you can use when you write about the concept MEDIA LANGUAGE is ANDREW GOODWIN.
Remember him?Look him up on your blog....
“Media is communication.” Discuss the ways you have used media language to create meanings in one of your media products.
Example question for MEDIA LANGUAGE
Essay plan
1. What is media language? What product are you going to discuss?
2. Barthes (semiotics/ signifiers/ signifed/ micro/ macro) Show you understand the theory then apply the theory to examples from your MV/ D/ A.
3. Andrew Goodwin- show you understand...apply the theory to your MV/D/A.
4. Conclusion
Plan for this essay
1. Intro- Which media product are you writing about? Video, digipak and advert) What are you going to show?
2. What is media language? Theorist Barthes semiotics- signifier/ signified...micro to macro. Stuart Hall’s ‘preferred readings’
3. How is media language used to create meaning in your digipak and advert? Have you conformed to or do you challenge the dominant reading?
4. How is media language used to create meaning in your music video?
5. Conclusion.
