Media and Information Languages 

Specific Learning Objectives 

At the end of the lesson, the learners must be able to:

 • Identify codes, convention, and message and how they affect the audience, producers, and other stake holders. 

• Reflect on how important information can be conveyed to create the desired impression.

• Language - pertains to the technical and symbolic ingredients or codes and conventions that media and information professionals may select and use in an effort to communicate ideas, information and knowledge.

 • Media Languages - codes, conventions, formats, symbols and narrative structures that indicate the meaning of media messages to an audience.

• Technical codes include sound, camera angles, types of shots and lighting. They may include, for example, ominous music to communicate danger in a feature film, or high-angle camera shots to create a feeling of power in a photograph. 

Symbolic codes include the language, dress or actions of characters, or iconic symbols that are easily understood. For example, a red rose may be used symbolically to convey romance, or a clenched fist may be used to communicate anger 

• Convention - In the media context, refers to a standard or norm that acts as a rule governing behaviour.

 • Messages - the information sent from a source to a receiver. • Audience - the group of consumers for whom a media message was constructed as well as anyone else who is exposed to the message. • Producers - People engaged in the process of creating and putting together media content to make a finished media product. •

 Other stakeholders - Libraries, archives, museums, internet and other relevant information providers.  

1. Codes

Codes are systems of signs used to create meaning in media.

Types of Codes:

• Technical Codes – camera angles, lighting, sound, editing

• Symbolic Codes – colors, clothing, body language, symbols

• Written Codes – captions, headlines, slogans, fonts

Example:

• Dark lighting in a movie scene may suggest mystery or danger.

2. Conventions

Conventions are generally accepted ways of using codes in a specific media form or genre.

Types of Conventions:

• Genre Conventions – expected elements (e.g., heroes in action films)

• Narrative Conventions – storyline patterns (beginning–middle–end)

• Form Conventions – layout, structure, format

Example:

• News programs usually use formal language and authoritative presenters.

3. Message

The message is the main idea, value, or meaning communicated by a media text.

Messages may be:

• Explicit – clearly stated

• Implicit – suggested or implied

Example:

• An advertisement may imply that buying a product leads to happiness or success.

Effects on Different Groups

A. Audience

• Influences beliefs, attitudes, and behavior

• Shapes opinions and purchasing decisions

• Can reinforce or challenge stereotypes

Example:

• A health campaign may encourage positive lifestyle choices.

B. Producers

• Must consider audience expectations and cultural sensitivity

• Balance creativity with profit, ethics, and regulations

• Use codes and conventions strategically to attract attention

Example:

• Film producers use popular genres to ensure commercial success.

C. Other Stakeholders

Includes:

• Advertisers

• Media companies

• Government and regulators

• Communities and advocacy groups

Effects:

• Brand reputation and sales

• Public opinion and policy influence

• Social responsibility and accountability

Example:

• A misleading advertisement may lead to public backlash or legal action.