media language

Semiotics - Barthes

• Products communicate meaning through visual and technical codes

• Using connotations and denotations to create meaning.

• Symbolic codes - meanings from symbols e.g. bats repeated code that are now a symbol for vampires

• Semantic codes - media code we understand have hidden meaning (connotations) e.g. red are semantic codes from horror movies

• Action codes - something will happen (checkoffs gun) e.g. hinting to narrative in poster

• Enigma codes - mystery, engages audiences, e.g. taglines

• Cultural codes - will only understand if part of that culture e.g. references to black history in Formation

Narratology - Todorov

• narrative follow 3 part structure

• Start w/ equilibrium → Some kind of disruption → new equilibrium restored

• Common in adverts and film

• KOTV hints to lots of disruption w/ the vampires and attacking bats

• Some challenge narrative for a hook at start or incentive to continue

Genre - Neale

• genres made up of repetition and difference

• Generic fluidity - over time genres change

• Audiences like familiarity as they know what they like but also seeing something new and not to repetitive

• Allow precise and specific targeting of audiences

Binary opposition - levi-strauss

• media products have underlying structures

• 2 things being represented as complete opposite to each other

• Can create conflict and interest but also meaning

• Tide in binary opposition to other products (conclusion tide is better)

Postmodernism - Baudrillard

• features of postmodern product:

  • Irony - opposite to what should happen, happens

  • Parody/homage - homage out of respect, parody to make fun of/silly

  • Bricolage - sampling old media products to make new ones

  • Intertextual reference - making reference to other products (e.g. tide headband - Rosie the riveter) (zoella)

  • Fragmented narrative - flash forwards, flash backs

  • Self reflexivity - braking the 4th wall (zoella)

• Loss of reality as media products advance

• Simulacrum - artificial copy of reality, hard to tell difference between real and manufactured