Media Theory & Application

This is not a pipe.What is René getting at?

Hint: The painting is somethings calledThe Treachery of Images

Semiotics specificssignifier + signified

= sign

cityword, sound, image, etc. mental concept

Aspects of what is "Signified"1st order: DenotationThe literal meaning of a thing or sign.Digital

2nd order: ConnotationThe "deeper" meaning, socio-cultural and personal associations.Analog

(bonus level) 3rd order: MythMajor culturally-variable concepts underpinning a particular worldview – e.g. masculinity, femininity, freedom, individualism, colonialism, etc.The Matrix

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Aspects of what is "Signified"DenotationDinner + place settingConnationWe're open tonight, selling sit-down meals, including dinner [Mass produced, inexpensive] homey food after hours50's-flavored diner restaurant (waitresses + gruff male cooks?)Highway and driving cultureMythWASP Americana nostalgia -> warmth & authenticity

Code – definitions & examples A set of practices familiar to users of the medium

operating within a broad cultural framework An ever-evolving system of explicit social conventionsA few codes of the moving picture medium:• Genre (narrative,

characterization, themes, setting, iconography)

• Camerawork (shot size, focus, lens movement, camera movement, angle, lens choice, composition)

• Editing (cuts & fades, cutting rate & rhythm)

• Manipulation of time

(compression, flashbacks, flashforwards, slow motion)

• Lighting• Color• Sound (soundtrack, music)• Graphics• Acting technique• Narrative style• Authorial style

SignsCodes

Syntagms** syntaxes, grammars,structures

repeated over time become

Conventions

Why is any of this relevant?Intentionally or not…Every scrap of media you will create

has denotations, connotations, & even myths

Every scrap of media you will create follows/uses/twists/breaks codes and conventions

In this class, let's be intentional about what we're communicating to whom with our creations.

WHAT IS IT SAYING TO WHOM?

For the following media samples, think connotations, conventions used/borrowed, values displayed, myths conjured, for some [which?] audience.

Wicked Witch, 1939

Wicked Witch, 2013

http://aboardtheworld.com/video.htm

http://www.youtube.com/watch?v=VtvjbmoDx-I

ICE: Media Theory AnalysisIn small groups, discuss a favorite/memorable game or website in terms of:

AudienceConventions of any kind (technical and socio-cultural)ConnotationsMyths

HomeworkMedia Theory Analysis