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.
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.
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.
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.
Influences beliefs, attitudes, and behavior
Shapes opinions and purchasing decisions
Can reinforce or challenge stereotypes
Example:
A health campaign may encourage positive lifestyle choices.
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.
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.
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