ˏˋ°•*⁀➷ Media Language //

⋆.ೃ࿔*:･

Media language is how media, through codes and conventions portray media. I.e. if something is light it is perceived to the audience to be good.

☄. *. ⋆

When considering media language, think about these questions:

- What modes? The mode is the medium in which is being expressed ie, moving image, written words.

- Which tools? Tools are used in each mode ie, camera angles, font and colour.

- What is the meaning? What do these effects convey in media language.

What is Mise-en-scene?

This is where everything is in the frame which allows the audience to dissect and gain a clearer understanding of what is going on in the frame ie, props, body language and clothes, lighting, positioning.

What are some (Landscape) camera angles?

High angle: makes an object seem small, vulnerable.

Low angle: makes an object seem powerful, threatening.

Bird's Eye View: unnatural angle, makes audience feel god-like.

Canted Angle: a shot which suggests confusions, drunkeness and dizziness.

Eye level: neutral shot, gives implication of action ready to unfold.

Insert: shows us what the character is doing, closing up on putting a gun in a pocket is an example.

☄. *. ⋆

Term Conclusion:

Semiotics; the theory of signs.

Denotation; what something is

Connotation; what something suggests

Mise-en-scene; everything in frame for a clearer understanding

Diegetic: what you can hear directly, a focus.

NON-Diegetic: what you can hear in the background.

Semiology theorist; Ronald Barthes suggests that these are myths- an ideological meaning associated with a sign.

Reception theorist Stuart Hall suggests that the reception theory is about how we respond as a consumer. He says that there are 3 ways of reviewing any sort of media text. An example of this in an advert is;

The dominant hedromonic position - We go out and buy Maltesers.

The negotiated position - We might go out and buy Maltesers but we might get skittles.

The oppositional reading - We disagree with the advert and avoid Maltesers. 

☄. *. ⋆

My example of Media Language newspaper headline analyzation:

☄. *. ⋆

TASK - ANALYSE ARMANI CODE AD

Representations of gender in the still image of the Armani Code ad would be;

The man is presented as confident, looking directly into the camera. This portrays the suggestion that men are typically bold and fearless. On the other hand, the woman is seen with her head down, eyes closed and in a vulnerable position and her only purpose is to 'seduce'. This may make some consumers believe that women are in a lesser position than men and potentially may be seen as objectifying. They are high up above a city which promotes status and power. The bottle of aftershave being the third biggest thing in the image proves purpose and importance.

Colours have subliminal connotations, blue for example, is seen as 'calmness'. Red does tend to be anger. Black is class, wealth and sophistication. In the image, we see more black on the male, showing class and more pale skin on the woman presenting purity. This highlights the juxtaposition between the gender stereotypes of both men and women.

70% of male fragrances are purchased by women.

☄. *. ⋆

This image encodes stereotypical messages about gender, with the male character being portrayed as confident, dominant and bold, us as consumers are pulled towards his gaze, almost challenging due to the shot type being eye level making sure the male character is fully in frame. However, an oppositional reading might interpret this as being a way of including the audience and making us feel more connected to the image. On the other hand, the female character is presented as vulnerable, controlled and with a purpose to 'seduce' due to her characters red lips. This is shown by her closed eyes and turned away head. Perhaps the most significant element of mise en scene in building this representation is the use of setting and props, with the large aftershave on the right side of the image and the black and white, lit up city below and behind them. This suggests that the aftershave is one of the most important subjects in the image hence its size, therefore the audiences focus can be on that. Furthering this, the arrangement of element in the frame may also cater to the audience the idea of importance, seeing as the woman is less in frame, this may tell the audience that the woman is less-than. These societal views may persuade the audience to cater towards more of the dominant hedromonic position when it comes to Stuart Hall's Reception Theory. The positioning of the large city suggests that these two are in a superior, powerful place of status due to them wearing Armani Code. The stereotypical representation is strengthened by the use of lighting and colour, black and white having connotations of class and purity, seeing as the woman is fairly pale skinned promoting ideology of vulnerability and innocence whereas the male wearing almost all back hints towards the idea of class. Another important use of media language is the facial expressions, both characters seem serious which indulges more into the stereotypical societal ideas of class and status.