Media Language

1. What is media language?
• Media language is the way in which the meaning of a media text is conveyed to the audience. One of the ways Media
Language works is to convey meaning through signs and symbols suggested by the way a scene is set up and filmed. Signs
and symbols in media texts are polysemic which means they are open to many interpretations. The different possible
meanings in media texts depend on two things. The first is the way the signs and symbols in the text are ‘read’. The second
is the cultural background of the person ‘reading’ the text.
• For film and television media language includes the way meaning comes across through the pictures (camera) and through
the words or dialogue (sound). This includes the gestures, facial expressions, clothing and props in a film as well as where
the characters are placed in the frame (mise-en-scene). Media language also includes the way the camera sees the scene
through shot size and camera angle (camera), and the way that it is edited can effect the way the audience conveys the
product too(editing).

2. Levi Stratus’ Theory of Binary Opposites
• Strauss was a French anthropologist who lived in the early 1900's. He believed that the way we
understand certain words depends not so much on any meaning they themselves directly contain, but
much more by our understanding of the difference between the word and its 'opposite' or, as he
called it 'binary opposites'.
• Our understanding of the word "villain" depends on the difference between that word and the
opposing word "hero". Within the media field, binary oppositions are used very frequently in films,
especially in the horror genre. Many horror films include sets of binary oppositions in their plots.
Particularly good and evil, sane and insane, rational and irrational and human and supernatural.
• An example of how Binary Oppositions can be shown through the use of media language is
juxtaposition – juxtaposition in editing is when two polar opposite cuts are located together. This can
be a polar opposite regarding location, or the people acting.

3. Ferdinand de Saussure’s
• Ferdinand de Saussure was a Swiss linguistic and semiotician. His ideas laid a
foundation for many significant developments both in linguistics and semiology
in the 20th century, being known as one of the major founders of
semiotics/semiology.
• Language, according to Saussure, is a system of arbitrary signs. His theories
relate to media language considering that media language consists of signs and
symbols in a product and the different connotations and interpretations that
they possess.
• This theory bears similarities to connotation and denotation, in that it suggests
how there can be two levels of meaning in an object within a media text. Firstly
there’s the signifier —which is what is there in front of us, what we see, the form
the sign takes. Then there’s the signified —which is an idea we associate with
the signifier, the concept it represents.

4. Roland Barthes Codes Theory
• Barthes suggested that there will be one or more of the 5 codes that describe the meaning of a text. Barthes said that texts may be
‘open’ (unravelled in a lot of different ways) or ‘closed’ (there is only one obvious thread to pull on).
• The 5 codes • Hermeneutic / Enigma code • Proairetic/Action code • Semantic code • Symbolic code • Referential code
• 4. Hermeneutic/Enigma code• This code refers to mystery within a text. Clues are dropped, but no clear answers are given.•
Enigmas within the narrative make the audience want to know more.• Unanswered enigmas tend to frustrate the audience.
• 5. Proairetic/Action code• This code contains sequential elements of action in the text.• Proairetic elements add suspense to the
text.
• 6. Semantic code• This code refers to parts within the text that suggests or refers to additional meanings.• Elements of the
semantic code are called Semes.• The seme has a connotative function in the text. It has an extra layer of meaning in addition to its
literal meaning
• 7. Symbolic code• This code is about symbolism within the text.• It exercises opposites to show contrast and create greater
meaning, creating tension, drama and character development.
• 8. Referential code• This code refers to anything in the text which refers to an external body of knowledge such as scientific,
historical and cultural knowledge.
• This can be referred to media language and concepts as for example, the symbolic code can be related to mise-en-scene, editing,
sound and camera in the ways that everything is there for a reason. The reason could either be obvious or embedded symbolically
for audiences to interpret themselves.

5. The Music Video starts with a worms eye
shot. This can be typically used to establish
surroundings. In this case, it can be
suggested that this shot is used to leave the
audience questioning what is inside the
garage. The audience is also looking up at
the man, positioning him to be powerful.
Editing is used to heighten the stresses that
the man has been through to receive the
luxury lifestyle he now claims. The footage
time is decreased which ultimately makes
everything quick – motion, empathising the
time spent in the car on his journey.
A pan is used here to establish the
setting, and ultimately make the
audience feel a part of the music
video, as they observe the sunset
with the man.
The handheld camera makes the video
appear like home footage – this is used to
heighten the relationship between the
audience and the man in the video, as he
appears as a genuine man with standard
equipment.
This is a camera angle which is held by a
crane. This is to get a broader view of the
skyscrapers. The skyscrapers show the beauty
of the world which is the message being put
across in the music video.
This is a slow motion of the man throwing a
computer. With the shots being timed quickly
throughout this draws the audiences attention to
what's being currently framed. The ‘live free’
located on the computer evokes a social media free
lifestyle, which is another message that the music
video portrays.

6. Ariel establishing shot to show a lot of the
location, giving the audience a sense of where
the characters are so they can get involved.
This gives a more wider perspective of the
location. This is also a zoom as it constantly
moves.
Panning around the main subject, getting
different views of the background for a dramatic
effect. Gives a sense of where he is. By not
staying still makes the video more energetic
and keeps the audience on their toes.
Contrast in location and costumes, coming
under mies-en-scene. Not the same throughout,
making it more interesting. Colours of clothes
blends in with background to make facial
expressions stand out more. Two-shot,
involving both characters in the frame.
Mid shot to wide shot of main subject, giving an
idea of background and the location, zooming
out to show this. Low on the ground, tall
buildings swamping the character.
Low angle shot of shoe, having different
camera angles and varying them keeps the
audience interested as theres a variety. The
editing pace isn't too fast, being slower to add a
dramatic effect.
Close up of one of the main subjects, so the
audience can see their facial expressions.
Giving a range of perspectives, zooming into
her face.
Panning of the location, being a wide
shot to vary the types of camera angles,
including a large amount of
skyscrapers.
Panning whilst following the character,
low angle looking up at her to put her in
a position of power and also making the
buildings look towering and powerful.
Panning whilst following the character,
low angle and close up to vary shots,
almost a point of view shot as it is
following him cycling.
As pace of music changes, costumes
and colour of the shot completely
changes to be more dramatic. Mid two
shot of the main subjects.
I chose this music video considering that it has both performance and narrative which are
music videos that I am most interested in and would like to recreate. Overall, I have noticed
that there are no clips that are filmed steady, constantly moving and tracking the main
subjects, but the pace of the editing is consistent throughout, being steady and a little fast.
Most shots are shown for the same amount of time. There is a large range of angles to
keep it interesting, trying not to repeat angles. The performance clips are very different to
the other shots, making it contrast and appear to be binary opposites. Finally, when the
music sped up and got faster, the shots changed to fit with this.