To understand the key concepts of Media

Studies

Media Language
Ideology
Genre
Representation
Audiences
Institutions
Narrative
MIGRAIN
To understand how text use media
language

Outcome: To have engaged in textual

analysis using media language
KEY WORDS
Polysemic
Convergence
CGI
Machinima
These are important areas of study when
we look at any media text

They help us be in-depth and detailed

about the text we study
How does this Guardian
photographer us shallow
focus to add meaning to
this image?
 MEDIA LANGUAGE

Definition: Media language is the way in which the story

is interpreted and how the meaning of the story comes
across to the audience.
 All media is thought to be polysemic in that they can be
interpreted in different ways.

 There are three basic types of readings:

1. Dominant Readings- what the creator intends
2. Negotiated Readings- a middle ground between the creators
intensions and our own individuals views
3. Oppositional Readings- an alternative reading that is against
the creators intentions.
 Signs have TWO parts
1. The signifier- the thing that does the
communication
2. The signified- that which is communicated

 Semiotics is the study of signs, it asks how

meaning is created rather than what the
meaning is.
 Roland Barthes studied the cultural ideas and
attitudes carried in the images of popular culture
and everyday life. He wrote about myths,
denotation and connotation in Mythologies
(1973)
Moving image has a range vocabulary to enable
you to describe how meaning has been
created. The techniques which are used
revolve round these factors:
Framing
Lens/ Focus
Camera position and camera movement
Lighting
Editing
Sound
 The opening sequence of a film is
vital as it gives us important
information about key characters,
setting and genre.

1. How does opening sequence of

Se7en set up Detective
Somerset’s character?
2. Can you describe any techniques
used from your grid?
3. How do they add to the meaning
of the text?
Recent developments in new media and
the accessibility of software have allowed
for new possibilities
What are the advantages of using CGI for
filmmakers?
Machinima refers to machine
cinema and is a phenomenon
sweeping video game fans. It
CGI is computer generated is filmmaking within a real-
imagery and uses 3D time, 3D virtual environment,
graphics for special effects often using 3D video-game
in films, TV programmes, technologies. It represents the
adverts and simulations. convergence of filmmaking,
animation and game
development.
www.machinima.org.uk
www.machinima.com