1. How Signs Are Used And Understood

2. Codes CODE: A system of signs.
When someone wants to use a sign to communicate meaning they will make it into a code.
Therefore, they will ENCODE the sign and expect it to be DECODED by the receiver.
In a sense you must break the code to understand the meaning.

3. sender receiver SIGN PRODUCER AUDIENCE encodes decodes

4. For Example A system of signs can be a picture of
a sky
Filled with clouds
with sunlight bursting through
A media producer will use that sign as a CODE (ENCODE it) to be DECODED as, possibly, dawn or dusk by the viewer.
The viewer will then pick up on the connotations of that being the beginning (dawn) or (end) of something.

5. Definitions
ENCODE: the process by which media producers construct meaning in a text using signs
DECODE: the process by which media audiences interpret the meaning of signs in a text

6. There are 2 main types of codes
Cultural Codes
Technical Codes

7. Media Studies Key Terms
Phrases and references essential for you to understand in order to achieve the higher grades

8. Semiotics Key theorist Ferdinand Saussure
“The science of the life of signs and sign systems in society”.
Derived from the Greek – Semeion – Sign
Focussed on the text itself and the signs and codes contained within it.

9. Semiotics cont.
Saussure pinpointed the gap between what is on display in society and how the human made meaning from it.

10. Semiotics cont.
This process of making meaning from society’s signs underpinned a new logic/science/philosophy or way of thinking.

11. Introduction to Media Studies
Key Aspect:
Language

12. Introduction to Media Language
Session 1:
Semiotics & Symbols

13. 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

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

15. 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

16. 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.)

17. 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

18. TASK: Green What does ‘green’ signify?=

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

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

21. A: Barbie Doll

22. B: Hamburger

23. C: The Statue of Liberty

24. D: Bus

25. E: Nike Swoosh

26. 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

27. 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

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

29. This image denotes the movie star Marilyn Monroe

30. 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

31. 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

32. 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
The match?
The globe?

33. TASK: Denotation & Connotation within a Media Text – A Movie Poster
What are the key signifiers in the movie poster and what do they signify?
What are the denotative levels of meaning in the poster? (What does the poster denote?)
What are the connotative levels of meaning in the poster? (What does the poster connote?)
What are they communicating to an audience? Why?

34. Introduction to Media Language
Session 2:
Written Codes in Print Media

35. 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

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

37. Can you name: i) the signifiers ii) what they signify (at least 3 meanings/associations)B A D E

38. What do the following images: i) denote ii) connoteB

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

40. Analysing Written Codes
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?

41. Introduction to Media Language
Session 3:
Advertisements

42. 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

43. Recap: What do the following fonts connote/signify?

44. Facial Expression/Body Language
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

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

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

47. Gender Representations in Advertising
Slide Show
                                                   
                                                   
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 voice-over's in commercials rather than females.

48. A B

52. Minimum of 500 words please
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:

53. TASK: Moving Image Analysis
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

54. Moving Image Analysis: Media Language
What are the key signifiers (Words/Images/Sounds) in the sequence and what do they signify?
What does the sequence tell us about the content of the programme? What are your expectations of the programme after viewing the sequence?
What audiences are being targeted and how do you know?

55. Desperate Housewives

56. Sex and the City

57. Prison Break

58. The Office

59. James Bond - Quantum of Solace