MIGRAIN: Reading an image - media codes

The ability to 'decode' a media text is a critical skill for A Level Media students.

It's vital that you can break a text down into its key conventions (typical features) and explore what effect the different aspects may have on an audience.

Media codes

A media code is simply something in a media product that communicates meaning to an audience.

There are several different types of media code: 

• Technical
• Written or verbal
• Symbolic or non-verbal
• Narrative

Technical codes

Technical codes include the following:

• Camerawork/photographic
• Lighting
• Sound
• Editing

Written or verbal codes

Written or verbal codes involve the words selected for the media product and what they communicate:

• Language/words
• Slogan or anchorage text (for advert)
• Cover lines / main flash / title (for magazine cover)
• Dialogue (if analysing a TV/film text)

Written codes are sometimes called lexical codes (simply another way of saying ‘related to language’).

Symbolic or non-verbal codes

Symbolic or non-verbal codes include the following:

• Mise-en-scene (CLAMPS)
• Body language/facial expression
• Colour codes
• Typographic codes (e.g. font/typography)

Narrative codes

Roland Barthes suggests narratives are driven by specific codes. The two most common narrative codes he discusses are:

• Enigma codes: something that creates a question the audience want to see answered.
• Action codes: something that promises drama.

Reading an image - media codes blog tasks

Your blog tasks are to be completed on your Media 1 Exam blog (exam teacher) and are as follows:

Create a new blogpost called 'Reading an image - media codes'.

1) Analyse this RBK 50 Cent advert using the media codes you learned in the lesson: Technical, Written or verbal, Symbolic or non-verbal, Narrative. Write a paragraph for each one exploring the way meanings are created using those media codes.

2) Next, analyse a print advert of your choice using the same media codes: Technical, Written or verbal, Symbolic or non-verbal, Narrative. Make sure you add your chosen print advert using the 'Add image' button in blogger (use Google Images to find the advert first and save it to your pictures or downloads).

For both adverts, remember to put media language in bold or highlight/colour it. 

When writing any media analysis, always ask yourself key questions: What meanings are being created for the audience? How? Who do you think is the target audience for this product and what effect might the product have on that audience? How does it address/attract that audience? What are the deeper connotations created by the media language choices in the product and do they reflect aspects of culture, society or ideology?

Due date on Google Classroom