1B; Media Language

1B; Media Language

1. Technical

   • Camera
   • Editing
   • Sound
   • Mise-en-scene

2. Symbolic

   • Semiotics - Ferdinand de Saussure
     • The Signifier
       • What there is in front of us, what we see, what form the sign takes
     • The Signified
       • The idea we associate with the signifier, the concept it represents
   • Roland Barthes - Denotation and Connotation
     • Denotation
       • The basic level of meaning
     • Connotation
       • The deeper levels of meaning that the audience come to when they draw on their own cultural, social and historical knowledge
   • Stuart Hall
     • Encoding and Decoding
       • If something is encoded into a text then it is what is written, a producer may incorporate dominant ideologies into the text
       • Decoding is when the audience reads into this piece of media and makes their own interpretations.
     • Reception Theory
       • 1. the audience fully accepts the preferred meaning, showing they agree with the dominant ideas
       • 2. the audience takes a negotiated position, meaning they agree with some not all of the preferred meaning
       • 3. the audience takes an oppositional position, where they understand the preferred meaning but decide to make their own interpretation