Senior High School

Media and Information

Literacy
Quarter 1 – Module 3
Identify codes, convention, and
message and how they affect the
audience, producers, and other
stake holders.

Name:___________________________________________

Grade 12 HUMSS 1
 What I Know

Multiple Choice. Select the letter of the best answer from among the given choices.

1. Media is a collective term for all communication medium such as books, newspapers,
radio, television, film and the Internet.
A. True B. False
C. Maybe D. Neither True or False

2. A media and information literate individual knows how to examine and take apart the
media message so that its parts are exposed to him.
A. True B. False
C. Maybe D. Neither True or False

3. It pertains to the codes, conventions, formats, symbols and narrative structures that
indicate the meaning of media messages to an audience.
A. Languages B. Media Types
C. Media Languages D. Media Sources

4. These are systems of signs which when put together create meaning.
A. Languages B. Codes
C. Media Languages D. Conventions

5. It refers to the recipients of information or the consumers of media.

A. Media audience B. Media producers
C. Media Languages D. Media Sources
 Lesson
The Concept of
1 Constructedness

What’s In

In our previous lesson, we have been accustomed to the types of media - the Print
Media, Broadcast Media, and the New Media. Additionally, we have also mastered the sources
of media. Popular sources are the libraries, the internet and indigenous sources.

What I Need to Know

Activity 1: Video Analysis

Choose a short amateur video on youtube or on any platform which caught your
attention. It could be a short random clip, a music video, or an advertisement. Ask yourself
some of these questions:
1. How was the video created?
2. What materials were used in producing the video?
3. What steps were made to make it more entertaining?
4. What was included, and what was excluded?

What Is It
The previous exercise was to prepare you about how media messages are “constructed”.
Just as books use letters to make words, words to make sentences, sentences to
make paragraphs and paragraphs to tell us a story, we can say that all media messages
are constructed. The capacities of the human mind aided by today’s technology enable the
process called construction of media and information messages.
When we say that all media messages are constructed, we mean that all media
messages have been assembled by someone. That “someone” could be a single person, or it
could be a large organization. The messages and values contained in this particular piece of
media come from the people who created it.

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Image credit: https://pixabay.com/photos/shooting-videographer-model-3621806/

In photographs, the photographer’s own vision of what he/she wants to show within the
frame demonstrates her own values and beliefs. A newspaper writer’s articles may be based
on his own beliefs, or maybe based on the beliefs and ideas of his publishers, or perhaps even
the beliefs of the companies who advertise in that particular newspaper.
Since all media messages are constructed using the ideas and values of the creator,
media messages from different creators will have different ideas planted in them. Those ideas
come from the creators’ own experiences, and since everyone’s experiences are different, we
can expect that each media message should be different as well.
Accordingly, while you may experience a certain media message in one way, there are
others who will certainly come across it in a completely different way. For example, while you
may find a certain media message entertaining, there may be others who find it offensive.
The process of construction requires the use of deliberate choice on what and what
not to include, what to put on spotlight, and what should serve as a backdrop.
Now that it is clear that all media messages are constructed, the first step to fully
appreciating the “constructedness” of media and information messages is to deconstruct.
It means closely examining and taking apart the media message so that its parts are exposed
to you.
Deconstructing a media message can help us understand who created the message,
and who is intended to receive it. It can reveal how the producer put together the message
using words, images, sounds, design, and other elements. It can expose the point of view of
media makers, their values, and their biases. It can also uncover hidden meanings– intended
or unintended.

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Key Concepts for Deconstructing Media
(adapted from www.nmmlp.org © 2008 New Mexico Media Literacy Project)
Source. All media messages are created. Subtext. The “subtext” is an individual
The creator or the source of media could interpretation of a media message. It is
be the writer, photographer or blogger. In the sometimes called the “hidden text.” The
case of a movie or film, the scriptwriter, subtext is not actually heard or seen; it is the
director, producer, and movie studio all play meaning we create from the text in our own
a role in creating the message. The question minds. Each person creates their own
to ask is: Whose message is this? Who has subtext or interpretation based on their
control over the content? previous experiences, knowledge, opinions,
attitudes, and values. Thus, two people
interpreting the same text can produce two
Audience. Media messages are intended very different subtexts.
to reach audiences. Some are designed to
reach millions of people like the primetime
shows on the television. Others are may be Persuasion Techniques. Media messages
intended only for one person like an email use a number of techniques to try to
or a letter. persuade us to believe or do something.
If we can spot the techniques being used,
we’re less likely to be persuaded, and more
Text. We often use the word “text” to mean likely to think for ourselves.
“written words.” But in media literacy, “text”
has a very different meaning. The text of any
piece of media is what you actually see Point of view. No one tells the whole
and/or hear. It can include written or spoken story. Everyone tells part of the story from
words, pictures, graphics, moving images, their point of view. Deconstructing a media
sounds, and the arrangement or sequence message can expose the values and biases
of all of these elements. of the media creator, and uncover powerful
messages in the process.

What’s More

Activity 2: Deconstructing Media

Choose one print advertisement on a magazine and paste it on a separate sheet of
paper. Answer the following questions to quickly deconstruct any media message coming from
the printed advertisement you have chosen.
1. Whose message is this? Who created or paid for it? Why?
2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests,
etc.? What words, images or sounds suggest this?
3. What is the “text” of the message? (What we actually see and/or hear)
4. What is the “subtext” of the message? (What do you think is the hidden or unstated
meaning?)
5. What “tools of persuasion” are used? (Ex. Beautiful people, Association, Bandwagon,
Symbols)
6. What positive messages are presented? What negative messages are presented?
7. What part of the story is not being told?
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 What I Have Learned

One basic principle in Media Literacy is that all media messages are .
The first step in fully appreciating the constructedness of media and information messages
is to . It means closely examining and taking apart the media message so that
its parts are exposed to you.

What I Can Do

Activity 3: ?
Identify the signs and symbols in your community that are used for a variety of purposes
to convey information (e.g. for directions, locations of attractions, etc.).
Describe the verbal and visual ‘languages’ used in these signs and symbols so they
are commonly understood by people in your community. Consider the use of font, stylized
images, design, etc.

->> rubric below to fill the extra white space <<-

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 Lesson
Media Codes, Conventions
2 and Messages

What’s In

In our previous lesson, we learned the first principle of Media Literacy which stresses
that all media messages are constructed. Additionally, the first step in fully appreciating the
“constructedness” of media and information messages is to deconstruct. It means closely
examining and taking apart the media message so that its parts are exposed.

What’s New

Activity 4: Guess What

Below are five (5) signs and symbols that are used to convey information (ex. directions,
locations of attractions, others). Identify each one. The first one serves as an example.

Symbol Meaning/What it represents

Facebook

Example:

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 What Is It

The exercise given above is designed to prime you to the idea that media codes and
conventions are like the building blocks of all the media around us.

Image courtesy of media.codes Link?

Codes are systems of signs which when put together create meaning. There are three
types of media codes: symbolic codes, technical codes and written codes. Conventions
are the rules, habits or generally accepted ways of doing things. Now we will look at these in
detail by examining the table below.

Symbolic codes include the language, Setting is the time and place of the narrative.
dress or actions of characters, or iconic A setting can be as big as the galaxy or
symbols that are easily understood. space, or as small as a specific room.
For example, a red rose may be used Setting can even be a created atmosphere
symbolically to convey romance, or a or frame of mind.
clenched fist may be used to communicate
anger. Symbolic codes in media include
setting, mise en scene, acting and color.

Image credit: https://pixabay.com/photos/hands- Image credit: https://pixabay.com/photos/sunset-

heart-couple-woman-man-1150073/ panorama-dusk-nature-3084651/

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Mise en scene means ‘everything within Color has highly cultural and strong
the frame’. In media terms it has become to connotations. When studying the use of
mean the description of all the objects within color in a media product the different
a frame of the media product and how they aspects to be looked at are: Dominant color,
have been arranged. An analysis of mise Contrasting foils, and Color symbolism.
en scene includes: Set Design, Costume,
Props, and Staging and Composition

Image credit: https://pixabay.com/photos/ Image credit: https://pixabay.com/photos/crystal-ball-

caf%C3%A9-piazza-san-marco-86681/ photography-ball-lights-3894871/

Acting. Actors portray characters in media

products and contribute to character
development, creating tension or advancing
the narrative. The actor portrays a character
through:
Facial expression, Body Language, Vocal
qualities, Movement, and Body contact.

Image credit: https://pixabay.com/photos/people-

play-costumes-acting-691440/

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. Technical codes in media may
include Camerawork, Editing, Audio and Lighting.

Camerawork refers to how the camera is

Editing is the process of choosing,
operated, positioned and moved for specific
manipulating and arranging images and
effects. Camerawork includes:
sound.
Positioning, Movement, Framing, Exposure,
and Lens choice.

Image credit: https://pixabay.com/photos/photo-edit-

Image credit: https://unsplash.com/photos/EWaoo-
picture-photography-2298945/
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Audio is the expressive or naturalistic use of Lighting is the manipulation of natural or
sound. The three aspects of audio are: artificial light to selectively highlight specific
Dialogue, Sound effects, and Music. elements of the scene. Elements of lighting
include: Quality, Direction, Source, & Colour.

Image credit: https://pixabay.com/photos/micro- https://www.pexels.com/photo/photo-studio-with-

mixing-audio-sound-radio-4520681/ white-wooden-framed-wall-mirror-134469/

Written codes are the formal written language used in a media product. Written codes
include printed language which is the text you can see within the frame and how it is being
presented, and also spoken language, which includes dialogue and song lyrics.

Image credit: https://pixabay.com/photos/micro-mixing-audio-sound-radio-4520681/

Conventions are accepted ways of using media codes. Conventions are closely
connected to the audience expectations of a media product. Different types of conventions
include form conventions, story conventions and genre conventions.

Form conventions are the certain

ways we expect types of media codes to be
arranged. For instance an audience expects
to have a title of the film at the beginning,
and then credits at the end. Newspapers
will have the headline or the most important
news on the front page and sports news on
the back page. Video games usually start
with a tutorial to explain the mechanics of
how the game works.
Image credit: https://pixabay.com/photos/micro-
mixing-audio-sound-radio-4520681/

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Story conventions are common narrative Genre conventions point to the common
structures and understandings that are use of images, characters, settings or
common in story telling media products. themes in a particular type of medium.
Examples of story conventions include: Genre conventions are closely linked with
Narrative structures, Cause and effect, audience expectations. Genre conventions
Character construction, and Point of View. can be formal or thematic.

Image credit: https://pixabay.com/photos/glasses- Image credit: https://pixabay.com/photos/rock-music-

reading-glasses-spectacles-1246611/ artist-concert-2658355/

What’s More

Activity 5: Post Card

Below is a postcard of the Camiguin Province. Identify the key symbolic and technical
codes of it. What information about Camiguin is co.mmunicated through the use of these
codes? What information is omitted?

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 What I Have Learned

This lesson emphasizes that media codes and conventions are like the building blocks
of all the media around us. are systems of signs which when put together create
meaning. There are three types of media codes: symbolic codes, technical codes and
written codes. , on the other hand, are the rules, habits or generally
accepted ways of doing things.

What I Can Do

Activity 6: ?
Draw a postcard for a place or organization of your choice using any material that is
available to you. What key technical and symbolic codes would you use to convey important
information and create the desired impression?

Postcard Rubric
Criteria 4 3 2 1
Attractiveness The use of codes The use of The use of The use of codes
and symbols codes and codes and and symbols
to present the symbols to symbols to to present the
message are present the present the message are
exceptionally message are message are poorly selected.
attractive. satisfactorily acceptability
attractive. attractive.
Creativity Original and Original and a Original but not Not original nor
imaginative. little imaginative. imaginative. imaginative.
Imaginative but Imaginative but
a little original. not original.
Validity of Language Language are Poor selection Language do
Information used makes adequately of language not tie in with
the message used to present to present the the message.
come alive. the message. message. The The information
The information The information information presented are
presented are presented are presented are not accurate and
accurate and adequately poorly accurate valid.
valid. accurate and and valid.
valid.
Meaningfulness The presentation The The The presentation
is cohesive and presentation presentation lacks meaning;
comprehensive has deep lacks meaning no supporting
with supporting meaning but with no details; with
details. little supporting supporting unfinished parts
details. details.

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 Lesson
Audience, Producers and
3 Other Stakeholders of Media

What’s In

In our previous lesson, we learned the first principle of Media Literacy which stresses
that all media messages are constructed. Additionally, the first step in fully appreciating the
“constructedness” of media and information messages is to deconstruct. It means closely
examining and taking apart the media message so that its parts are exposed.

What’s New

Activity 7: Film Titles

Scan a number of newspapers or use the Internet to access current film titles. Based
on the titles and the advertising for these films, what do you expect to see in each film? Who
do you think the target audience is for each of these films? Write your answer on the table
provided. The first one serves as an example.

Film Title What do you expect to Who are the target

see? Audience?

Example: Hello, Love, Love Story Teens, young adults,

Goodbye young couples, lovers,

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 What Is It

In this lesson, we will connect the idea of media languages to the idea of audiences,
producers and other stakeholders.
The audience of the message The producers of the message
The audience refers to the group The producers are the people
of consumers for whom a media message engaged in the process of creating and
was constructed as well as anyone else who putting together media content to make a
is exposed to the message. There are two finished media product.
general types of media audience:
1. Mass Audience – are the
Other stakeholders in the process
mainstream consumers
Other stakeholders are the libraries,
2. Niche Audience – a small group of
archives, museums, internet and other
influential audience with a unique
relevant information providers.
taste

What’s More

Activity 8: Film Advertisement

In many cinemas today, audiences watch advertisements before the feature film
begins. Based on the films in the previous exercise, what kind of ads would you expect to be
shown to the audiences before these films? Write your answer on the table provided. The first
one serves as an example.

FilmTitle Who are the target Possible advertisement

Audience?

Example: Hello, Love, Teens, young adults, Clothing advertisement,

Goodbye young couples, lovers sanitary napkin ad,
cologne ad

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 What I Have Learned

This lesson connects the idea of media languages to the notion of audiences, producers
and other stakeholders. The , being, the consumers of the media message while
the are the creators of such media message. On the other hand, other
stakeholders can be the libraries, archives, museums, internet and other relevant information
providers.

What I Can Do

Activity 9
Using still or video pictures, create a collage of images you would use to sell your school
to a particular audience. Consider the use of appropriate icons, symbols, visual and verbal
language, music, colors, camera shots and angles, etc. to engage and speak to this audience.
Audiences for this collage could be potential students who might enroll in the school, parents of
these students, school trustees, a politician, etc.

Criteria 4 3 2 1
Attractiveness The use of codes The use of The use of The use of codes
and symbols codes and codes and and symbols
to present the symbols to symbols to to present the
message are present the present the message are
exceptionally message are message are poorly selected.
attractive. satisfactorily acceptability
attractive. attractive.
Creativity Original and Original and a Original but not Not original nor
imaginative. little imaginative. imaginative. imaginative.
Imaginative but Imaginative but
a little original. not original.
Validity of Language Language are Poor selection Language do
Information used makes adequately of language not tie in with
the message used to present to present the the message.
come alive. the message. message. The The information
The information The information information presented are
presented are presented are presented are not accurate and
accurate and adequately poorly accurate valid.
valid. accurate and and valid.
valid.
Meaningfulness The presentation The The The presentation
is cohesive and presentation presentation lacks meaning;
comprehensive has deep lacks meaning no supporting
with supporting meaning but with no details; with
details. little supporting supporting unfinished parts
details. details.

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Summary

This module stresses that all media messages are constructed. Hence, the first step to
fully appreciating the constructedness of media and information messages is to deconstruct.
It means closely examining and taking apart the media message so that its parts are exposed
to you.

Deconstructing a media message when put together create meaning. There

can help us understand who created the are three types of media codes: symbolic
message, and who is intended to receive it. codes, technical codes and written
It can reveal how the producer put together codes. Conventions, on the other hand,
the message using words, images, sounds, are the rules, habits or generally accepted
design, and other elements. It can expose ways of doing things.
the point of view of media makers, their Moreover, this module connects
values, and their biases. It can also uncover the idea of media languages to the
hidden meanings– intended or unintended. notion of audiences, producers and other
However, there is no one “correct” stakeholders. The audience, being, the
way to deconstruct a media message– each consumers of the media message while
of us interprets media differently. the producers are the creators of such media
Additionally, this module emphasizes message. On the other hand, other
that media codes and conventions are like stakeholders can be the libraries, archives,
the building blocks of all the media around museums, internet and other relevant
us. Codes are systems of signs which information providers.

Glosarry

Constructedness. The status of a text (in any medium) as something created, authored,
composed, framed, mediated, and/or edited
Representation. The ways in which media represents reality through the decisions and
perspectives of its creators

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 Assessment: (Post-Test)

Multiple Choice. Select the letter of the best answer from among the given choices.

1. Media is a collective term for all communication medium such as books, newspapers,
radio, television, film and the Internet.
A. True B. False
C. Maybe D. Neither True or False

2. A media and information literate individual knows how to examine and take apart the
media message so that its parts are exposed to him.
A. True B. False
C. Maybe D. Neither True or False

3. It pertains to the codes, conventions, formats, symbols and narrative structures that
indicate the meaning of media messages to an audience.
A. Languages B. Media Types
C. Media Languages D. Media Sources

4. These are systems of signs which when put together create meaning.
A. Languages B. Codes
C. Media Languages D. Conventions

5. It refers to the recipients of information or the consumers of media.

A. Media audience B. Media producers
C. Media Languages D. Media Sources

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