Republic of the Philippines

DEPARTMENT OF EDUCATION
Region II
SCHOOLS DIVISION OF CAUAYAN CITY
CAUAYAN CITY NATIONAL HIGH SCHOOL - MAIN
Turayong, Cauayan City, Isabela

LESSON 6

Prepared by: Checked by: Reviewed and Approved:

JOHN DAVID C. CADIENTE CANDIDO P. CORPUZ, JR. JOHN R. MINA

Subject Teacher OIC, Assistant SHS Principal Secondary School Principal IV

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I. LESSON OVERVIEW

Media follows pattern as to what the information conveys. From the previous lessons,
it is said that media can be represented in various forms that is mainly used to communicate
the idea to the target audience from the sender and that this media follows rules in
presenting the information, having its parts to follow under standard. As what Marshall
McLuhan illustrates the concept "the medium is
the message". The perception of reality now
depends upon the structure of information. This
module focuses on helping you in identifying the
codes, convention, and message and how they
affect the audience, producers, and other stake
holders.

II. OBJECTIVES

After going through the activities in this module you will 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; and
• Produces and assesses the codes, conventions, and messages of a group
presentation.

III. INSTRUCTIONS

In this module, you are required to go through a series of learning activities in order to
complete each learning outcome. In each learning outcome are Lesson Proper, Self-Check
activities and other tasks necessary in attaining the set objectives. Follow and perform the
activities on your own. If you have questions, do not hesitate to ask for assistance from
your facilitator.
Remember to:
• Read each direction carefully
• Work through all the information and complete the activities in each section
• Read information sheets and complete answering the self-check activities.
• Use self–check activities at the end of each section to test your own progress.
• Complete this module before you can perform the next module.

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IV. PRE-TEST

Directions: Read each question carefully and choose the correct letter of your
answer and write it on your activity notebook.

1. In the media context, it refers to a standard or norm that acts as a rule governing
behavior?
a. Conventions b. Codes c. Coding d. Classification
2. Which of the following types of codes includes the color of the background scenery?
a. Technical b. Symbolic c. Written d. Common
3. This refers to the people whom the messages are specially addressed?
a. Active Audience b. Audience c. Message d. Stakeholders
4. The norms followed by the publishers of written outputs are codes under what type?
a. Symbolic b. Common c. Technical d. Written
5. Which of the following thing is the information sent from a source to a receiver?
a. Audience b. Message c. Genre d. Language
6. Movies and music can be recognized by its common set of distinguishing features
known as___________
a. Codes b. Genre c. Playlist d. Convention
7. Which of the following types of codes includes the use of camera and its peripherals?
a. Technical b. Symbolic c. Written d. Common
8. Which of the following stakeholders are responsible of engaging their selves in the
process of creating and putting together media content to make a finished media
product?
a. Language b. Teacher c. Writers d. Producers
9. In the society, producers of media follow rules and standards in their outputs, is this
true?
a. Yes b. No
10. Instructions and directions follows codes and conventions and are simplified using
what alternatives?
a. Color b. Lines c. Shapes d. Symbols

V. UNLOCKING OF DIFFICULTIES

• 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 Language - codes, conventions, formats, symbols and narrative structures that
indicate the meaning of media messages to an audience.
• Genre - can be recognized by its common set of distinguishing features (codes and
conventions)
• Codes - are systems of signs, which create meaning.
• Conventions - are accepted ways of using media codes
• Technical Codes - are codes that are specific to a media form and do not live outside
of them. In media, technical codes include Camerawork, Editing, Audio and Lighting.

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 • Symbolic codes – are social in nature which include the language, dress or actions of
characters, or iconic symbols that are easily understood.
• Written Codes - are the formal written language used in a media product
• 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.

VI. LESSON PROPER

In presenting information, producers of information use different media languages that

is mainly used to communicate the idea to the target audience and the producer of this
information follows standards in order to deliver the message.

Observed the movies you are watching; the

first part of the movie displays the featured title and
the name of the lead actors and in its end part there
are always the credit where you can see the
names of the cast and their role in the movie. In
reading materials such as books, you can always
observe the preface, table of contents and the
glossary as part of the material. This only means
that this media follows codes and convention or the so-called standards followed by the
producer of media.

Professional producers of media and information uses language (the technical and
symbolic ingredients) or codes and conventions to communicate ideas, information and
knowledge among the end users. This media language creates meaning that the audience
may easily understand. For example, the costumes of the lead actors, their head dresses:
a crown to indicate royal blood ruler, floral crown for fairies and the like. Background sound
may also use to add thrill for a horror movie, love songs for love story and moving songs
for drama genre of movies.

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 Codes and conventions are part of the media production. Under the codes which can
be divided into three types, the (1) Technical Codes which includes Camerawork, Editing,
Audio and Lighting (2) Symbolic codes which include the language, dress or actions of
characters, or iconic symbols that are easily understood and (3) Written Codes are the
formal written language used in a media product such as font styles and size.

Technical Codes
Camera angles are all used to imply meaning. Different types create different feelings.
CAMERA ANGLES EXAMPLE

OVER SHOT is when the

camera is directly above the
action.

HIGH ANGLE SHOT is used

to make the subjects look
smaller indicating lack of
power

EYE LEVEL ANGLE is most

commonly used as it gives the
audience a sense of realism as
we see the characters on a
regular level.

LOW ANGLE is used to make

a character appear larger and
more powerful.

UNDER SHOT is when the

camera is placed underneath
the subject.

A POINT OF VIEW SHOT

show something from the
character’s perspective.

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 Camera Movements

• Tracking when the camera is following the subject.

• Panning is when camera is mounted on tripod and
moves horizontally (left or right)
•

• Tilting is when a camera is mounted on a tripod and

moves vertically (up and down)

• Dolling is any sort of moving platforms that camera is

mounted on. The camera moves closer to a subject.

In Symbolic codes, object can be used to further the plot or a symbol for something.
All colors have connotations depending on their context. For example; White generally
symbolizes good, whereas black is often used for bad/evil. In actors’ portrayal, the
costumes help to identify the character of the actor and the settings of the scene.

Facial expressions help the audience read the characters emotions. The movement
of their eyes and lips. Body language shows the characters feelings or thoughts.

Music is also use to assist with the creation of atmosphere. Example, high pitch strings
often signal tension or building of suspension.

Written Codes assist in anchoring meaning to an image. Headlines assist to narrow

the interpretation of an image. The words suit the
target audience of the publication. Captions, Titles
is the way to present its major
cast crew and the title. These
are text to create description
on the images.

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 Media conveys messages which is sent from a source known as the producers to a
receiver and that receiver is known to be the audience a group of consumers for whom a
media message was constructed as well as anyone else who is exposed to the message.
The media are then kept for dissemination by the Stakeholders - Libraries, archives,
museums, internet and other relevant information providers.

EXERCISE 6.1:
Directions: Identify three (3) signs and symbols in your community that are used to convey
information. (example for parking the P sign with negate symbol) following the matrix below,
draw the symbol and indicate the meaning and the purpose of that symbol.

Symbol Meaning Purpose

Example No Parking or the sign means
that you can only stop on a To let the public aware with the
length of road or in an area to traffic rules and provide safety
which the 'No Parking' sign to the commuters
applies to drop off or pick up
passengers

• How are symbols usually presented?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
• What is the importance of using symbols to convey a message or information?
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
• How does the symbols present? Does it follow codes and conventions?
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

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 Some of the signs and codes used in visual media:

• A popped collar means preppy.

• A black band t-shirt and over-sized pants signal a music fan
• A band shirt + baggy pants + black nail polish + dyed hair, could signal a rebel
• long-standing cultural ideology symbolizes love
• A broken heart to the two people means a couple has broken off their relationship
• a ringing bell means end of class
• red heart symbolizes love
• the white dove symbolizes peace
• the color green symbolizes jealousy

EXERCISE 6.2: “PICHURAN MO AKO”

Directions: Find a place outside the classroom where you can take a picture, using a
smartphone, take a photo of you partner applying the basic and angle shots. Layout the
pictures following the format in a short bond paper. Submit your output after.

VII. ASSESSMENT

Directions: Read each question carefully and choose the correct letter of your
answer and write it on your activity notebook.

1. In the media context, it refers to a standard or norm that acts as a rule governing
behavior?
a. Conventions b. Codes c. Coding d. Classification
2. Which of the following types of codes includes the color of the background scenery?
a. Technical b. Symbolic c. Written d. Common
3. This refers to the people whom the messages are specially addressed?
a. Active Audience b. Audience c. Message d. Stakeholders
4. The norms followed by the publishers of written outputs are codes under what type?
a. Symbolic b. Common c. Technical d. Written
5. Which of the following thing is the information sent from a source to a receiver?
a. Audience b. Message c. Genre d. Language
6. Movies and music can be recognized by its common set of distinguishing features
known as___________
a. Codes b. Genre c. Playlist d. Convention
7. Which of the following types of codes includes the use of camera and its peripherals?
a. Technical b. Symbolic c. Written d. Common
8. Which of the following stakeholders are responsible of engaging their selves in the
process of creating and putting together media content to make a finished media
product?
a. Language b. Teacher c. Writers d. Producers
9. In the society, producers of media follow rules and standards in their outputs, is this
true?
a. Yes b. No
10. Instructions and directions follows codes and conventions and are simplified using
what alternatives?
a. Color b. Lines c. Shapes d. Symbols

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ENRICHMENT:
Directions: Evaluate the image below regarding the present codes and convention and
accomplish the MIL design Framework matrix below.

Guimaras Island

MIL DESIGN FRAMEWORK

Title of the Poster/Image
Target Audience
Sender/Author
Purpose
Key Content
Form/Style
Medium/Format

MIL DESIGN FRAMEWORK

Title of the Poster/Image
Target Audience
Sender/Author
Purpose
Key Content
Form/Style
Medium/Format

Think of this:
• How is understanding of the technical and symbolic codes contribute to
media and information literacy?

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

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VIII. REFFERENCES

• Media and Information Literacy Curriculum Guide by DepEd

Retrieved January 22, 2018
• Media and Information Literacy Teaching Guide for Senior High School by CHED, 2016
Retrieved January 22, 2018
• Arnel Ping PPT “Types of Media”
Retrieved January 22, 2018
• Codes and Conventions. Retrieved January 22, 2018
Source:https://media-studies.tki.org.nz/Teaching-media-studies/Media-concepts/Codes-and-
conventions
• Merriam Webster Dictionary, Retrieved January 22, 2018
Source: http://www.merriam-webster.com/dictionary/
• Parkes Champion Post, Retrieved January 22, 2018
https://www.parkeschampionpost.com.au/story/2262521/no-stopping-no-parking-what-do-
they-mean/
• Media codes and conventions, Retrieved January 22, 2018
https://prezi.com/dcl3dys0khgz/film-codes-and-conventions/
• Codes and Conventions, Retrieved January 22, 2018
http://media-studies.tki.org.nz/Teaching-media-studies/Media-concepts/Codes-and-
conventions
• Media Codes, Retrieved January 22, 2018
https://media.codes/media-codes-and-conventions-c03423c06aa8
• Media, Retrieved January 22, 2018
http://media-studies.tki.org.nz/Teaching-media-studies/Media-concepts/Codes-and-
conventions
URLS
• https://myfuture.net/Media-Making/Filmmaker/You-Call-the-Shots
• https://www.google.com.ph/search?biw=1366&bih=662&tbm=isch&sa=1&ei=dDTgWt3DE8X6
vgTY9JrgDw&q=philippine+tagalog+love+story&oq=philippine+tagalog+love+story&gs_l=psy
ab.3...211965.226615.0.226965.35.32.1.1.1.0.372.3587.7j17j1j1.26.0....0...1c.1.64.psyab..7.2
0.2673...0j0i67k1j0i10k1j0i8i30k1j0i24k1.0.blb_g5IP8VE#imgrc=JAGq8LLDFbcohM:
• https://www.google.com.ph/search?biw=1366&bih=662&tbm=isch&sa=1&ei=djfgWoCOCYfbv
gT4lay4CQ&q=facial+expression&oq=facial+&gs_l=psy-
ab.1.2.0i67k1l3j0l4j0i67k1j0l2.1258055.1259128.0.1261404.7.6.0.1.1.0.146.535.0j4.4.0....0...
1c.1.64.psy-ab..2.5.542....0.q4ZEFfCEOQY#imgrc=etC3__ctQnZ5dM:

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