MEDIA & INFORMATION

LANGUAGES
Chapter 6
Media Codes & Convention
 Any form of media aims to send messages, regardless of
the purpose. Television shows do not exert effort in
aesthetically presenting visuals for no apparent reason.
Movies are produced and shown to entice the audience
and their preferences.
Three Types of Codes

 Technical
 Symbolic
 Written
 Codes – are known as the system of signs.
 Through the collaborative efforts of McMahon and Quinn
(1988), these categories were presented including their
perspective codes:
TECHNICAL SYMBOLIC WRITTEN
Camera angle Objects Headlines
Lens choice Setting Captions
Framing Body language Speech bubbles
Shutter speed Clothing Style/ Language Style
Depth of field Color
Lighting and exposure
Juxta position/
Juxtaposition
1. Technical Codes focus on how frames in visual media
are presented.

 For example, On camera panning that generates

suspense in a horror movie can actually justify how
camera angles matter.
2. Symbolic Codes are indicators that require inferences
among the audience. They have to delve into the
connotative (indirect) implication rather than the denotative
(direct).

 For Example, in the Disney animated movie Frozen,

Elsa’s ice castle is not only interpreted as a castle, but
presumably a symbol of the character’s freedom from
holding back and being ensnared because of her power..
 The book cover of Stephenie Meyer’s Twilight shows an
apple resting on one’s hands. Some claim that it is a
symbolism of the forbidden fruit, as explained biblically.

3. Written Codes are common in print media. The way

headlines are presented depends on how the writer wants
to transmit the message.
 Convention – habits or long accepted ways of doing
things.

 Codes basically trigger people to come up with

interpretations and inferences, and these interpretations
and inferences are the actual conventions.
 The example of camera panning (code) is essentially
establish fear among viewers. This particular code is
equated to the convention that such technique is
commonly applied to horror movies, and that is what
everyone actually knows.
 The villainess uses codes such as wearing a glamorous
outfit, smoking to cigarettes, and laughing devilishly.
When people come up with the idea of such image as the
equivalent to that female antagonist, then this image
functions as the convention.
A 9. Caption
1. Appeal 10. Claim
2. Association 11. Codes & Convention
3. Audience 12. Constructed
B 13. Copy
4. Brand Extension D
5. Brand Equity 14. Deconstruct
C 15. Demographics
6. Camera Angles F
7. Camera Shots 16. Fad
8. Camera Movement 17. Fear Tactic
G J
18. Genre 24. Jingle
19. Gender 25. Jolt
20. Gender Role L
21. Gender Stereotype 26. Line Extension
H M
22. Headline 27. Media Text
I 28. Mass Media
23. Ideology 29. Marketing
P 38. Sex Role
30. Parity Product 39. Stereotypes
31. Psychographics 40. Storyboard
32. Popular Culture 41. Subheads
33. Positioning T
34. Public Service Announcement 42. Tag Line
R 43. Target Audience
35. Read 44. Text
36. Representation V
S 45. Values
37. Slogan Short 46. Visual