Media and

Information
Language
 OBJECTIVES
• Put into practice their understanding of intellectual
property, copyright, and fair use guidelines
• Demonstrate proper conduct and behavior on-line
(netiquette, virtual self )
• Put into action their personal resolve to combat digital
divide, addiction, and bullying
• Explain copyright, fair use, etc., vis-à-vis human rights
• Discuss current issues related to copyright vis-à-vis
government/ provide sector actions.
• Explain actions to promote ethical use of media and
information
• Enumerate opportunities and challenges in media and
information
LESSON 1 MEDIA
CODES AND
CONVENTIONS
1. Are you fond of watching movies?
2. What movie genre do you usually
prefer?
3. What are the elements do you
usually look for from the genre of
your choice?
4. What are your standards in
critiquing the effectiveness of a
movie?
People have the capability of
consuming and interpreting
information.

So why is this relevant to media

literacy?
Media, in it’s broadest sense, exists
for consumption and
interpretation. Any form of media
aims to send messages. Thus, it is
crucial for media people to
accurately consider how people
understand and interpret concepts.
CODES
Codes are known as the system
signs. These signs were categorized.
Through McMahon and Quinn
(1988), these categories were
presented including their respective
codes:
TECHNICAL SYMBOLIC WRITTEN
• Camera angle • Objects • Headlines
• Lens choice • Setting • Captions
• Framing • Body language • Speech bubbles
• Shutter speed • Clothing • Style
• Depth of field • Color
• Lighting and
exposure
• Juxta position
The given codes were categorized
based on the three types of code:

Eyes on me Keep
moving
forward.
 TECHNICAL
SYMBOLIC
WRITTEN
All these three cover most kinds of
media, especially visual and print.
TECHNICAL codes focus on how frames in
visual media are presented. Thus, the earlier
example on camera panning that generates
suspense in a horror movie can actually
justify how camera angles matter.

Ajz…
WHY DOES IT GENERATE
SUSPENSE?
(Play videos)
This kind of technique
is a clear media code,
because people share
the common impression
upon seeing such kind
of scene.
SYMBOLIC codes are indicators
that require inferences among
the audience. They have to delve
into connotative implication
rather than the denotative.
EXAMPLES
Symbolic codes are broad as
technical codes. Other determinants
always surface which are subjected
for interpretation.
Just like how people depict the usual
villain in movies or operas. It justify
how such character should look like,
so that the viewers are not lost in
creating an impression.
WRITTEN codes are common in print
media. The way headlines are presented
depends on how the writer wants to
transmit the message.
Headlines are presented depending
on the nature of the story, likewise
captions are strategically labelled on
the picture to connote the
importance of the image.
CONVENTIONS
Conventions are generally accepted
ways of doing things. Therefore,
codes basically trigger people to
come up with interpretations and
inferences, and theses are the actual
conventions.
Conventions put sense to
codes. Again, since man is a
thinking animal, it is natural
to associate meanings to
whatever is perceived.
The example of camera panning is
essential to establish fear among the
viewers. This particular code is equated
to the convention that such technique is
commonly applied in horror movies.
Camera shot triggers , which is the code
and people get scared because it is a
common technique in a horror movie,
which is the convention.
The villainess in other
example uses codes such as
wearing 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.
With these examples, It’s
undeniable to say that media
codes and conventions are
inseparable.
Nevertheless, the idea that
without these indicators,
media and it’s consumers
cannot establish a good
relationship in sending and
receiving messages.
It is important for media to
consider how consumers
acquire and interpret
messages, and through the
appropriate codes and
conventions, such goal can
be achieved.