a n d
e d i a i on
M rmat
In f o e s
g u a g
La n
What I Know
1. Media is a collective term for all
communication medium such as books,
newspapers, radio, television, film and
the Internet.
A. True
B. False
C. Maybe
D. Neither True or False
What I Know
2. A media and information literate
individual knows how to examine and
take apart the media message so that its
parts are exposed to him.
A. True
B. False
C. Maybe
D. Neither True or False
What I Know
3. It pertains to the codes, conventions,
formats, symbols and narrative
structures that indicate the meaning of
media messages to an audience.
A. Languages
B. Media Types
C. Media Languages
D. Media Sources
What I Know
4. These are systems of signs which
when put together create meaning
A. Languages
B. Codes
C. Media Languages
D. Conventions
What I Know
5. It refers to the recipients of
information or the consumers of media.
A. Media audience
B. Media producers
C. Media Languages
D. Media Sources
The Concept of
Constructedness
• Just as books use letters to make words, words to make
sentences, sentences to make paragraphs and paragraphs to
tell us a story, we can say that all media messages are
constructed.
• Media messages are shaped by the values, beliefs, and
experiences of their creators, which influence what is
presented and how it is framed. A photographer's work
reflects their personal vision, while a journalist's articles may
be influenced by their own views, their publisher's
perspectives, or even the interests of advertisers. Since every
creator's experiences and values are unique, media messages
differ accordingly. As a result, audiences may interpret the
same message in vastly different ways—what one person finds
The Concept of
Constructedness
• The process of construction requires the use of
deliberate choice on what and what not to include,
what to put on spotlight, and what should serve as a
backdrop.
• Now that it is clear that all media messages are
constructed, the first step to fully appreciating the
"constructedness" of media and information
messages is to deconstruct. It means closely
examining and taking apart the media message so
that its parts are exposed to you.
Key Concepts for Deconstructing
Media
Source
• All media messages are created. The creator or the
source of media could be the writer, photographer
or blogger. In the case of a movie or film, the
scriptwriter, director, producer, and movie studio all
play a role in creating the message.
• The question to ask is: Whose message is this? Who
has control over the content?
Key Concepts for Deconstructing
Media
Audience
• Media messages are intended to reach
audiences. Some are designed to reach
millions of people like the primetime shows
on the television. Others are may be
intended only for one person like an email or
a letter
Key Concepts for Deconstructing
Media
Text
• The text of any piece of media is what you
actually see and/or hear.
• It can include written or spoken words,
pictures, graphics, moving images, sounds,
and the arrangement or sequence of all of
these elements.
Key Concepts for Deconstructing
Media
Subtext
• The "subtext" is an individual interpretation of
a media message. It is sometimes called the
"hidden text."
• The subtext is not actually heard or seen, it is
the meaning we create from the text in our own
minds.
• Each person creates their own subtext or
interpretation based on their previous
experiences, knowledge, opinions, attitudes,
Key Concepts for Deconstructing
Media
Persuasion Techniques
• Media messages use a number of
techniques to try to persuade us to
believe or do something. If we can spot
the techniques being used, we're less
likely to be persuaded, and more likely to
think for ourselves.
Key Concepts for Deconstructing
Media
Point of View
• No one tells the whole story. Everyone
tells part of the story from their point of
view. Deconstructing a media message
can expose the values and biases of the
media creator, and uncover powerful
messages in the process.
Media Codes,
Conventions and
Messages
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Code
s together create meaning. There are three
• are systems of signs which when put
types of media codes: symbolic codes,
technical codes and written codes .
Convention
s accepted ways of doing things
• are the rules, habits or generally
Symbolic Codes
• include the
language, dress, or Examples:
actions of
characters, or
iconic symbols that
are easily
understood.
• Symbolic codes in
media include
setting, mise en
scene, acting and
Settings
• is the time and place of the narrative.
• A setting can be as big as the galaxy or
space, or as small as a specifi c room.
• Setting can even be a created atmosphere or
frame of mind
Example:
Mise en scene
• means 'everything within the frame'. In media
terms it has become to mean the description of
all the objects within a frame of the media
product and how they have been arranged.
• An analysis of mise en scene includes: Set
Design, Costume, Props, and Staging and
Composition
Acting
• Actors portray
characters in media
products and contribute
to character
development, creating
tension or advancing
the narrative.
• The actor portrays a
character through:
Facial expression, Body
Language, Vocal
qualities, Movement,
and Body contact.
Color
• Color has highly cultural
and strong
connotations.
• When studying the use
of color in a media
product the different
aspects to be looked at
are: Dominant color.
Contrasting foils, and
Color symbolism.
Technical Codes
• Technical codes include sound, camera
angles, types of shots and lighting.
• They may include, for example,
ominous music to communicate danger
in a feature fi lm, or high-angle camera
shots to create a feeling of power in a
photograph.
• Technical codes in media may include
Camerawork, Editing, Audio and
Lighting.
Camerawork
• Camerawork refers to
how the camera is
operated, positioned
and moved for specific
effects.
• Camerawork includes:
Positioning, Movement,
Framing, Exposure, and
Lens choice Editing is
the process of choosing,
manipulating and
arranging images and
sound.
Editing
• Editing is the process of choosing,
manipulating and arranging images
and sound.
Audio
• Audio is the expressive or naturalistic
use of sound. The three aspects of
audio are: Dialogue, Sound effects, and
Music.
Lighting
• Lighting is the manipulation of natural
or artificial light to selectively highlight
specific elements of the scene. Elements
of lighting include: Quality, Direction,
Source, & Colour.
Written Codes
• Written codes are the formal written
language used in a media product.
• Written codes include printed language
which is the text you can see within the
frame and how it is being presented,
and also spoken language, which
includes dialogue and song lyrics.
Form Conventions
• Form conventions are the certain ways we
expect types of media codes to be
arranged. For instance an audience
expects to have a title of the film at the
beginning and then credits at the end.
• Newspapers will have the headline or the
most important news on the front page
and sports news on the back page.
• Video games usually start with a tutorial
to explain the mechanics of how the game
works.
Story Conventions
• Story conventions are common narrative
structures and understandings that are
common in story telling media products.
• Examples of story conventions include:
Narrative structures, Cause and effect.
Character construction, and Point of
View.
Genre Conventions
• Genre conventions point to the
common use of images, characters,
settings or themes in a particular
type of medium. Genre conventions
are closely linked with audience
expectations.
• Genre conventions can be formal or
thematic.
Audience, Producers
and Other
Stakeholders of
Media
Film Who are the Possible
target Advertisement
Title
audience? Clothing
Teens, young
Hello, advertisement,
adults,
Love, sanitary napkin
young couples
Goodbye ad, cologne ad
The audience of the
message
The audience refers to the group of
consumers for whom a media message was
constructed as well as anyone else who is
exposed to the message.
There are two general types of media
audience:
1. Mass Audience are the mainstream
consumers.
2. Niche Audience a small group of influential
audience with a unique taste
The producers of the
• The producers are the people engaged in
message
the process of creating and putting
together media content to make a finished
media product.
Other stakeholders in the
process
• Other stakeholders are the libraries,
archives, museums, internet and
other relevant information providers.
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