Introduction to Media Studies KEY CONCEPTS Media Language

Introduction to Media Studies KEY CONCEPTS: Media Language

Introduction to Media Language Session 1: Semiotics & Symbols

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

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 2. WRITTEN 3. TECHNICAL Lighting & Colour Slogan Camera Angles Positioning Typeface/Font Framing (ELS, MLS, MS, CU, ECU, POV) Setting & Locations Headlines Cropping Facial Expressions & Body Language Captions Juxtapostion (2 separate signs that together make contrasting meaning) Objects Style Key Signifiers/Images Choice of words Clothing, Hair & Make Up Emphasis of words

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

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. )

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 cross Signifies: a symbol of religion, or to be more specific this is a symbol of Christianity Signifier: Heart Signifies: a symbol of love and affection

TASK: Green What does ‘green’ signify?

TASK: Pink What does the colour ‘pink’ signify when used on this magazine cover? List five signifiers.

TASK: What do the following signs signify? Make a list of all the meanings and associations you can think of for each signifier: A B C E D

A: Barbie Doll

B: Hamburger

C: The Statue of Liberty

D: Bus

E: Nike Swoosh

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

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

KEY TERMS 3: Denotation & Connotation Denotative: The surface meaning Connotative: The deeper or hidden meanings and associations

This image denotes the movie star Marilyn Monroe

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

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

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 of a) The match? b) The globe?

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?

Introduction to Media Language Session 2: Magazines & Written Codes

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

Recap What is the denotative level of a media text? What is the connotative level of a media text?

Can you name: i) the signifiers ii) what they signify (at least 5 meanings/associations) C B A D E

What do the following images: i) denote ii) connote A B

Introduction to Semiotics: Written Codes The study of written codes includes: • Slogans • Typeface/Font • Headlines • Captions • Style • Choice of words • Emphasis of words

Analysing Written Codes 1. 2. 3. 4. 5. 6. What is the title of the magazine and what does this connote? What slogans/captions have been used? What colours are used and what do they connote? What font has been used and what does this connote? What words have been chosen? Why do you think they have been chosen? What words are emphasised and why do you think they have been emphasised?

Introduction to Media Language Session 3: Advertisements

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

Recap: What do the following fonts connote/signify?

SIGNIFIER: Water/Ocean Wave SIGNIFIES: Wild, Stormy, Natural, Earthly SIGNIFIER: Facial Expression/Body Language SIGNIFIES: Ecstatic, pleasure lost in ecstacy, laid back, inviting SIGNIFIER: Mans Naked Torso SIGNIFIES: Natural, angelic, pure, toned, ideal, masculine, adonis SIGNIFIER: Words ‘Cool Water’ SIGNIFIES: Refreshing, different, SIGNIFIER: Droplets on Bottle SIGNIFIES: Cool, chilled appearance, almost drinkable SIGNIFIER: Calligraphy Style Font SIGNIFIES: Classic, timeless, expensive tastes

SIGNIFIER: Blonde Hair Signifies: Ideal Woman, Innocence, Looks ‘gold’ SIGNIFIER: Perfume Bottle Signifies: Looks Jewellike, Buried Treasure SIGNIFIER: Jewellery Signifies: Extravagance, Excess, Glamour, Decedance SIGNIFIER: Word ‘Love’ Signifies: Passion, Excitement, Lust SIGNIFIER: Font Signifies: Dior Logo, Brand Name, Designer SIGNIFIER: Colour Gold Signifies: Luxury, Riches, Expense, Success, Shimmering

TASK Use arrows to highlight: A) The key signifiers B) Their connotative meaning

Gender Representations in Advertising Goffmans Theory (1972) 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 voiceover's in commercials rather than females.

HOMEWORK ASSIGNMENT: Carry out a Semiotic Analysis of an advertisement commenting on the relevant headings listed below: 1. SYMBOLIC & WRITTEN SIGNIFIERS Lighting & 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 Theory Does the advert adhere to Goffmans gender theory? Comment on the representation of men/women featured within the advert? Minimum of 500 words please HAND IN DATE:

TASK: Moving Image Analysis 1. 2. 3. 4. 5. Watch the credit sequences to the following TV Programmes and films: Desperate Housewives Sex & The City Prison Break The Office James Bond: Quantum of Solace

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?

Desperate Housewives

Sex and the City

Prison Break

The Office

James Bond - Quantum of Solace

Starter Activity – Which of these codes would you consider to be technical and which would you consider to be cultural? A high camera angle The use of Comic Sans font The use of the colour red A picture of a full moon A fade in camera shot The use of shadows Cropping a picture Faces almost touching on a poster Someone’s head not fitting in a photograph

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

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.

Recap A sign is the smallest unit from which meaning can be taken. In a sign there is the signifier and the signified.

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.

Cultural Codes Sign systems that are shared by members of a culture. - Colour significance - Dress - Word choice

Technical Codes Sign systems in the language of the medium and are often a result of technology processes. - Camera angles - Font choice - Picture cropping

Polysemy is the idea that all signs can be decoded in different ways.

Remember this picture

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.

Activity 1. 2. 3. 4. Look at the advert for DKNY perfume: What cultural codes are used? What technical codes are used? What is the denotation and connotation of each? 5. Comment on the polysemy of the image 6. How is anchorage used?