LO: To develop understanding of how to apply MEDIA LANGUAGE to your coursework

What is “media language”? Relating key media theories to your coursework, especially: –Semiotics –Feminism –Post-modernism –Marxism –Technical language to describe conventions you have used or not (or subverted)

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?

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-en- scene on your poster? Consider Setting, Props, Costume, Colour and Character Position

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?

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?