Media Language Theorists

Flashcards based on the lecture notes regarding Roland Barthes and semiotic codes.

ROLAND BARTHES SEMIOTICS

The theoretical framework used to analyze media language and signs.

Referential/Cultural code

A specific code where audiences from the culture represented in the product may understand the intended meaning.

Proairetic/Action code

Something is going to happen as a result of this code, and the audience can anticipate what this is

Semantic code

The image that has a connotation or meaning that may be individual to that text. E.g colour red

Symbolic code

An image that has been repeated so frequently that it has universal meaning. E.g bats or a heart

Hermeneutic codes/Enigma codes

Mystery that makes the audience want to engage with the product or find out more

LEVI-STRAUSS STRUCTURALISM

The idea that media products are constructed to capitalise opposites. This is called ‘binary opposition’

What does constructing opposites/using binary opposition help to do?

• Create conflict within the narrative

• Create entertainment value