The media are important because:
- They tell us what is going on in the world.
- They are influential.
- The media are profitable.
- Domestic media hardware has become an intrinsic part of our homes and lives.
The media impacts on social, political, cultural and personal aspects of our lives.
THE MEDIA IS NOT A WINDOW ON THE WORLD.
IT PROVIES REPRESENTATIONS NOT REFLECTIONS!
Media products go through a process of selection and construction (mediation) -
NOTHING IS THERE BY ACCIDENT!
Areas of Analysis
There are six areas of analysis:
Genre - What type of text is it?
Representation - What is being re-presented? Is it a typical representation or something unexpected?
Audience - Who is the text for? Does it attract different audiences for different reasons?
Narrative - What is the text about?
Institution - Who made the text? Are they a large, well known company? How has this impacted the text?
Textual Analysis - What is the text made up of (images, text, colours/lighting etc)? Why is each element there?
Written Codes: Language Codes
In written texts there is always a combination of language codes:
Rhetorical Question - Question with no answer needed
Declarative - Statement
Imperative - Command
Exclamatory - Exclaiming !!!
Interrogative - Questioning ???
Denotation and Connotation
Roland Barthes indentifies two orders of signification - Denoation and Connotation
Denotation - Simple description of what is there
Connotation - Potential / Symbolic meanings. Associations beyond literal definition.
Connotation can often depend on the situation / genre / position of camera / cultural backgrounds and beliefs / framing.
Warning Triangle Example
Denotation (Signifier) - Exclamation mark in triangle
Connotation (Signified) - WARNING / CAUTION
Colours also have different connotations e.g blue is calm and cool, red is love or horror (blood).