Codes and Conventions in Media

Text

CODE(s)

Code is defined as a system of signs which can be decoded to create meaning.

In media texts, we look at a range of different signs that can be loosely grouped into the following:

Technical codes – these are all to do with the way a text is technically constructed - camera angles, framing, typography etc

Verbal codes - everything to do with language -either written or spoken

Symbolic codes - codes that can be decoded on a mainly conotational level - all the things which draw upon our experience and understanding of other media texts, our cultural frame of reference.

Codes can create feelings to the audience through effects and techniques, for example rain in a film and a woman looking upset can make the audience feel bad for the woman and be emotional.

Conventions

Convention is what you would expect to see in a certain genre, for example: in a fantasy genre film you would expect to see maybe unicorns, demons, hero's/villians, strange settings, basically things that are fictional and unreal in our world.

The codes and conventions in media can be separated into 3 groups -

- Technical (e.g camera angles, movements & shots),

- Symbolic (e.g clothing, colours)

- Written and audio (music etc).

These three distinct groups give the text meaning and determine the response of the viewer.

Conventions are the widely recognized way of doing something which is to do with content, form and style. There are two types of conventions which consists of:

- Technical Conventions - A convention in a technical area. These conventions, apply to the majority of music videos for e.g. the video being the same length as the song and fast cuts

- Genre Conventions - this is where conventions are associated with a particular genre. An example of this would be Pop videos, that ba e dance routines and bands performing songs with instruments.

Print AdCodes and Conventions

All print ads (magazines, billboards, posters) contain certain conventions that they are expected to follow.

1. The print ads must contain a striking image (something that is intended to “get” the attention of the consumer, thus making them more intrigued)

2. The print ads should always contain a slogan of sorts, which should be relevant to the topic, and anchor the meaning of the picture.

This can be done through humor, a pun, a piece of information that will draw the audience.

3. The ads should always contain some sort of date or schedule that is easily readable by the viewer.

4. the ads should contain a simple colour scheme, sticking with only a few colours as not to distract the viewer.

5. Text should always be written in landscape form.

Examples (Film)