Media Language

The way in which a text is constructed to create meaning for

a reader or viewer of the text

You need to be able to:

Read the denotative and connotative levels of meaning within a PRINT & MOVING IMAGE 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 your poster, magazine cover or teaser trailer.

KEY TERM: Semiotics

Definition: The study of SIGNS(& the role of signs in social life)

Examines how symbolic, written and technical signs construct meaning

Looks at how meaning is made and understood

Analysing Media Texts: A Framework

1. SYMBOLICe.g:Colour

Positioning

Setting & Locations

Facial Expressions & Body Language

Objects

Lighting

Clothing, Hair & Make Up

3. TECHNICALe.g:Camera Angles

Framing (ELS, LS, MLS, MS, CU, ECU, POV)

Editing

Juxtapostion (2 separate signs that together make contrasting meaning)

2. WRITTENe.g:Slogan

Typeface/Font

Headlines

Captions

Style

Choice of words

Emphasis of words

Saussure (1974)

The Sign = signifier + signified

Pierce

What other words have you used before that could replace the

words signify and signified with?

Signs can be polysemic (have many possible meanings)

So, how do we know which meaning to read?

Or, to put it another way, why do viewers interpret certain meanings over others?

SIGNIFIER: Water/Ocean

WaveSIGNIFIES:

Wild, Stormy, Natural, Earthly

SIGNIFIER: Words ‘Cool

Water’SIGNIFIES:Refreshing,

different,

SIGNIFIER: Droplets on

BottleSIGNIFIES:Cool, chilled appearance,

almost drinkable

SIGNIFIER: Mans Naked

TorsoSIGNIFIES:

Natural, angelic, pure, toned, ideal,

masculine, adonis

SIGNIFIER: Facial

Expression/Body LanguageSIGNIFIES:

Ecstatic, pleasure lost in ecstacy, laid

back, inviting

SIGNIFIER: Calligraphy Style

FontSIGNIFIES:

Classic, timeless,

expensive tastes

SIGNIFIER: Blonde Hair

Signifies:Ideal

Woman, Innocence, Looks ‘gold’

SIGNIFIER: Perfume

BottleSignifies:

Looks Jewel-like, Buried Treasure

SIGNIFIER: Colour Gold

Signifies:Luxury, Riches,

Expense, Success,

Shimmering

SIGNIFIER: JewellerySignifies:

Extravagance, Excess, Glamour,

Decedance

SIGNIFIER: Word ‘Love’

Signifies:Passion,

Excitement, Lust

SIGNIFIER: Font

Signifies:Dior Logo,

Brand Name, Designer

Now analyse your own work in relation to media language

Deconstruct your poster or magazine cover to identify the signifiers and signified – add labels to the image like the advert examples.

Write a paragraph about your product summarising the denotative and connotative levels.