6.

1
Learning Competency

Evaluates everyday media and information with

regard to with codes, convention, and messages;
in regards with audience, producers, and other
stakeholders. MIL11/12MILA-IIIf15
Learning Objectives

What am I learning?
Identify codes, convention, and message and
how they affect the audience, producers, and
other stake holders.
Learning Objectives

Why am I learning it?

Reflect on how important information

can be conveyed to create that desired
impression;
Learning Objectives

How will I know when I have

learned it?
Produce a gallery compilations using Portfolio
to disseminate information using codes,
conventions and language of media such as
camera angles and shots.
 Media, in its broadest sense,
exists for consumption and
interpretation. It aims to send
messages regardless of its
purpose.
These are the codes, conventions,
formats, symbols and narrative
structures that indicate the
meaning of media messages to an
audience.
Media language involves
the study of codes,
conventions, and genre.
GENRE

Refers to a class or category

of artistic endeavor having a
particular form, content,
technique, or the like.
Media can be classified into Genres

The etymology of genre is from a French word,

which means kind. A genre is any kind or type
of media that has a common set of
characteristics, styles, and techniques recognized
both by producers and audience.
CONVENTION
are the rules or norms on how codes are
organized and presented to the audience.
The expectations of the audience must be
addressed using these commonly accepted ways
of creating meaning or else the audience will feel
dissatisfied, confused, or out of place after the
experience.
CODES
are structure and arrangement of signs that are
decoded to produce meaning.
• Semiotics - study of signs

There are three general types of codes:

technical, symbolic, and written
 TYPES OF CODE

CODE

TECHNICAL SYMBOLIC WRITTEN

CODE CODE CODE
TYPES OF CODE
THE LANGUAGES OF TV AND & FILM
• Camera • Costume
• Lights • Actor
• Sound
• Editing
• Setting Expression
• Media Examples
Categories of Media Codes
McMahon and Quinn
TECHNICAL
CODES
Technical Codes – utilize tools or
equipment to convey a certain
message to media. Common
examples are camera work,
editing, lightning, and audio
mixing.
•Focus on how frames in
visual media are presented to
create feelings and emotions.

•Refers to the ways in which

equipment is use to tell story.
CAMERA SHOTS

● Composed of series of frames that

are shot uninterrupted from the
moment the camera starts rolling
until it stops.
DIFFERENT
TYPES OF
CAMERA
SHOTS
Camera angles – refers to how
the camera is placed and how
objects, people, and places are
shot.
 Extreme
Long Shots
(XLS)
(Aka wide shot)
shows the subject
from the top to
bottom for a
perspective this
would be head to
toes., though not
necessarily filling
the frame.
 Very Long
Shots (VLS)

A view of a
situation or
setting from a
distance
where objects
can be
noticed.
Long Shots
(LS)
Frames
character
from head to
toes, with
the subject
roughly
filling to
frame.
 Medium
Long Shots
(MLS)
(Aka ¾ Shot)
Intermediate
To Between
Full Shot And
Medium Shot.
Shows From
The Knees
Up.
 Medium
Shots (MS)
Also called a
mid-shot or
waist shot.
Used to
emphasize
equal presence
to the person
and its
surroundings.
Medium Close
Up (MCU)

Falls bet. Medium

shot and close –up,
generally framing
the subject from
the chest or
shoulder up.
Close Up (CU)
Fills the screen with
the part of the
subject, such as a
person’s head
frame this tightly,
the emotions and
reaction of a
character.
Dominate the
scene.
Big Close Up
(BCU)
Frames the
subject’s face
from above
eyebrows to
below the
mouth.
Extreme Close
Up (ECU)

Emphasizes a
small area
and detail of
the subject.
CAMERA ANGLES

● Used to specify the location

where the cameras placed
to take a shot.
DIFFERENT
TYPES OF
SHOT
ANGLES
 Low Angle
Shot

-Below shot.

-Shows
people or
objects from
below, lower
than eye level.
Eye-Level
Angle Shot

-Straight-on
angle.

-Views a
subject from
the level of a
person’s eye.
 High Angle
Shot

Shows people
or objects
from above
higher than
eye level.
Worm’s Eye
Angle Shot
-View of an
object from
below.

-Opposite of
Bird’s Eye Shot.

-Captured from
a very low
angle.
Canted Angle
Shot
-Known as
Dutch angle or
tilt.

-An angle which

is deliberately
slanted to one
side.
 Bird’s Eye
Angle Shot

A shot looking
down directly
on the
subject.
SYMBOLIC
CODES
 • Are indicators that
require inferences among
the audience, having to • Symbolic codes
explore into the connotative in media include
(indirect) implication rather setting, mise en
than the denotative (direct). scene, acting and
It show what is beneath the
surface of what we see
color.
(objects, setting, body
language, clothing, color,
etc.).
SETTINGS
•The time and place of the
narrative, the settings
describes where the story
or a specific scene took
place
MISE EN
SCENE
/ˌmēz ˌän ˈsen /
Means ‘everything within the
frame.
Must have:
● Set design
● Props
● Costume
● Staging and composition
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
● Body contact
COLOR
Color has highly cultural and strong
connotations. When studying the use
of color in a media product the
different aspects to be looking at
are:
● Dominant colour
● Contrasting foils
● Color symbolism
HERE’S A LIST
OF COLORS
AND THE
EMOTIONS
THAT MAY
EVOKE.
SIGNS
 Signs where the relation
between signifier and signified is
purely conventional and
culturally specific.
 Signifier: any material thing that
signifies, e.g., words on a page, a
facial expression, an image.

Signified: the mental concept that a

signifier refers to.
HERE’S THE
SAMPLE
SIGNS:
WRITTEN
CODES
Use of language style and
textual layout (headlines,
captions, speech bubbles,
language, style and etc.)
HEADLINES
CAPTIONS
 SPEECH
BUBBLES
69

WRITTEN TASK # 1.1

 6.2
Media and
Analysis of Codes, Conventions
the
and Messages Audience
Learning Competency

Produces and assesses the codes,

convention, and messages of a
group presentation MILI11/12MILA-
IIIf16
Learning Objectives

What am I learning?
Understands media and information codes,
conventions, and messages in relation to
consumers, producers, and other
stakeholders;
Learning Objectives

Why am I learning it?

Comprehend the use of the text,

audience, and production framework to
assess and evaluate media.
Learning Objectives

How will I know when I have

learned it?
Evaluate an issue in varied ways to
disseminate information using the codes,
convention, and language of media
 Convention

•These are the actual inferences

and interpretations of the
audience.
• They put sense into codes.
 TYPES OF
CONVENTIONS
 FORM CONVENTION
The certain ways we expect
types of media’s 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.
 FORM CONVENTION
Newspapers will have a masthead,
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.
STORY CONVENTION
Story conventions are common
narrative structures and
understandings that are common
in storytelling media products.
Examples of story conventions
include:
STORY CONVENTION
● Narrative structures
● Cause and effect
● Character construction
● Point of View
 GENRE CONVENTION
Genre conventions are story
elements such as character
archetypes, key events, and
settings that are commonly found
in a specific genre.
 GENRE CONVENTION
These conventions not only
define each specific genre but
also define the reader's
expectations of a story in that
genre.
Media and the
Audience
 &
Audience is the group of
consumers for whom a media
message was constructed as
well as anyone else who is
exposed to the message.
FACES OF
AUDIENCE
 Human Minds
as Machines
Implies that members of
the audience are like
robots that receive
information, decode
them, and end up with
negotiated meanings.
 Interpretative Beings
Capable of having the liberty
to conclude anything they
want.
Interpretations may vary
depending on the person’s
background, and most of the
time opens up doors for
several opinions and stand.
 for the
Information sources are created for
public consumptions, because of the
diversity of the audience, it is crucial
that they know how to reach out
without compromising anyone.
 State that the media have the
tendency to manipulate their way of
presenting messages in order to
obtain the desired reception from the
audience.
 -

● It is the "ability (of the news media) to

influence the importance placed on the
topics of the public agenda".
● It is a phenomenological study by

Maxwell McCombs and Donald Shaw.

 -
Agenda-setting theory suggests that
media institutions shape political debates
by determining what issues are most
important and featuring them in news
broadcasts. It describes the media as the
main entity that selects what news stories
to report and prioritize based on what they
think people might care about.
-
 -

Producers and
Stakeholders of Media.
 Producers
The people engaged in
the process of creating
and putting together
media content in order
to produce quality
source of media
information.
 Stakeholders
They are group of people
or organization that has
a common interest or
concern.
Libraries and museum
are samples of
information providers.
Code of Ethics for
Media Producers
These set of principles are the guide
that professionals abide diligently in
order to provide quality service to their
audience and stakeholders that are
expecting efficient and effective media
outputs. A code of ethics serves
as a guide for professional media
producers in conducting their work.
SPJ (Society of
Professional
Journalists)
Code of Ethics
Ethical journalism ensures that the
delivery of information is accurate,
fair, and thorough. These are the
four principles that served as the
foundation of ethical journalism so
that journalists and practitioners
in the field of media will act with
integrity.
✓ Seek truth and report it.
✓ Minimize harm.
✓ Act independently.
✓ Be accountable and transparent.
 THE EFFECTS
AND INFLUENCE
OF MEDIA
● Psychologists claim that
media can influence a
child’s behavior in various
ways.
● Media providers and producers
should offer platforms that
reflect values acceptable to
society and becoming an ally in
safeguarding the welfare of the
people, both the audience and
stakeholders.
THE EFFECTS
OF MEDIA ON
THE AUDIENCE
Focuses on the human brain,
being a physical organ of the
body, which is determined by
its pre-birth programming.

The Affected Domains of Media Messages (Potter, 2012)

Concerns learning and
how knowledge can be
constantly altered by
continuous exposure.

The Affected Domains of Media Messages (Potter, 2012)

It is anchored by probability
that requires verification.
Although it is a natural
behavior for humans to
believe, depending on their
cultural background and
family orientation.
The Affected Domains of Media Messages (Potter, 2012)
Defined as an evaluative
judgement, which relates
to comparing an object to
a standard.

The Affected Domains of Media Messages (Potter, 2012)

The overt action of
people in terms of how
media was translated
and can change
gradually at any given
time.

The Affected Domains of Media Messages (Potter, 2012)

 s
● These are the impressions established
on various elements in the society.
● These are the profiles that covers the
impressions of the public.
● The power of media to escalate its
effects towards violence portrayed.
 KEY POINTS
Audience - anyone who receives this media.
Codes - structure and arrangement of signs
that are decoded to produce meaning.
Conventions - rules or norms on how codes
are organized and presented to the
audience.
 KEY POINTS
Genre - any kind or type of media that has a
particular set of characteristics, styles, and
techniques recognized both by producers and
audience.
Media texts - any form of media that is being
examined and scrutinized.
Production - refers to creation of different
types of media.
115

WRITTEN TASK # 1.2

B. Watch the commercial “KWENTONG JOLLIBEE (THE
VOW)”. Write an essay on its impact on you as a person
(convention). State a few Media Codes present in the video. Write
or type your answer on a separate sheet of paper.

YouTube Link:
https://www.youtube.com/watch?v=7kAOvTFA5rs