Textual analysis toolkit
Technical codes
technical codes are one of the ways in which a media product is constructed . with regards to moving images , including films and television programmes , this is the way in which camera shots, angles and movements are edited together to communicate messages to an audience. In print texts this refers to the design, layout and key features of the text.
Camera shots
Range of shots that are used to create specific techniques:
- close-ups
- extreme close-ups
- long shots
- medium close ups
- establishing shots
Camera angles:
High angle shot - with a character as its subject will have the effect of making the character appear vulnerable and insignificant.
Low angle shot - of a character or object will create a sense of power and dominance
Camera movement:
Tracking shot - camera follows the character or the action - audience feels involved in the action
A zoom - camera moves from a long shot towards the subject - usually virtually unnoticeable - audience to feel involved in the emotion of the character.
Panning shot - camera moves across the scene , imparting information to the audience - used to show location.
In a tilt shot - the camera moves vertically form top to bottom or vice versa - used to imply mystery when introducing a character.
Editing
process of editing , selecting and ordering shots in order to convey meanings to the audience can be complex - changes according to the genre.
Technical codes in print products
layout and design -way in which print text is constructed is partly through the technical codes of the text.
Camera shots - choice of shot on a print product helps to communicate meaning
Lighting - the way in which the image is lit helps in the construction of messages
Use of colour - colour chosen to be incorporated into print products convey messages about each products genre and often about the audience who will consume it.
Graphics - logos and graphical representation appear in many forms on print products . the graphics included o a film trailer will communicate messages about the films genre.
Post production techniques - still images are manipulated and enhanced digitally to create a special effect.
Visual Codes
messages are encoded by the creators of the product and audiences decode these messages
Main visual codes:
Clothing - what is worn in a text communicates messages about the person . within a media context clothing can communicate messages quickly to an audience and may advance the narrative without the need for complex explanations.
expression - facial expressions are also ways in which messages are communicated rapidly
gestures - are non verbal communications and as such cross language barriers . characters can convey emotion easily through the code of gesture.
technique - the way in which a product is constructed and presented conveys meaning.
colours - can transmit messages and in some cases are key parts of the products construction.
images - consider the selection of images within the product - placed in the mise - en - scene for a purpose to communicate messages.
iconography - objects , settings and backgrounds within a media product
graphics - they are significant and have established meaning . graphics contained within a television credit sequence .
language and mode of address
ways in which media products speak to an audience and the language used give clues to who that audience may be and to the genre and purpose of the product.
Language
the lexis - the actual words used in the product may be pertain to the genre of the product and be recognisable to audiences
language features - certain styles of language are used by media products for a specific purpose.
advertisements often use hyperbole to make whatever they are selling appear new and exciting
magazines - often employ the imperative to suggest a sense of urgency and importance about what they are suggesting.
Mode of address
this is the tone and the written or spoken style of the media product that establishes communication within an audience .
Informal mode of address - some products aimed at young people such as magazines adopt an informal register. they use slang and colloquial vocabulary and personal pronouns to engage their target audience.
Formal mode of address
Newspapers will adopt a more formal tone with more complex vocabulary and writing styles.
Direct mode of address
Where the product communicates directly with the audience - audience feel involved in the programme
indirect mode of address
In many products the audience do not expect a direct mode of address.
Genre - key element of media language that helps in analysing products is genre.
narrative - the plot / story is how they story is told
characters - most genres have a set of recognisable characters that help to establish the genre.
iconography and setting - objects and props used by the characters may become specific to the genre
technical codes - these are very important in establishing genre. some genres have a particular style of filming and will use certain camera shots and editing.
Narrative
all media products have a narrative or structure
three types of narrative structure:
- linear
- non linear
- circular
Roland Barthes - semiotics
He argued that all texts communicate their meaning through a set of signs that need to be decoded by the audience
especially the ways in which signs take on the ideology of a specific society and their meanings become accepted and appear natural through repetition over time.
media producers encode meanings in their products which audiences need to learn to decipher. - not all audiences will decode the meanings in the product in the same way.
Neale - genre
genres are instance of repetition and difference
difference is essential to sustain a genre to simply repeat the codes and conventions of the form would not appeal to an audience
genres change develop and vary as they borrow form and overlap with one another.
How is media language used to communicate meaning in your given
print product?
How is media language used to communicate meaning in your given print product?
Through the use of technical codes visually
the poster evidently has a male and female on the front cover. The male is seen
as more dominant this is due to his gestures of tilting the females head
towards himself indicating the power he holds over her. Furthermore the female is
in a more submissive innocent manor as her position is seen as weak and vulnerable
to the male figures touch. This conveys
the idea of the design, layout and key features of the text showing the genre
of the film and suggesting it has conflicting romance of love and hate as there
is another male and female who seem to be arguing in the background. This choice
of shot on this print product helps to communicate meaning of the genre and
type of film the movie is about to the audience.
For Lighting the way in which the
image is lit helps in the construction of messages and the image is using very
bold colors along with a plain simplistic background this gives a clean sophisticated
feel to the poster. The white background is very simplistic allowing the visual
pictures and texts to stand out more. For example the use of red is a seductive
bold strong color grabbing the audience’s vision. The red lip on the female
shows a feminine side and along with her stance shows a sense of seduction and
the genre of love to be associated with this image. The Use of
color chosen can be incorporated into print product as it can convey messages
about the product genre and often about the audience who will consume it. The
audience to consume it appear to be more mature and slightly older due to the
genre and the sophisticated layout of the poster.
The Clothing worn is showing a lot
of flesh suggesting a more mature audience once again. The female is wearing a
black lace top showing a lot of flesh along with her facial expressions suggests
a film about love and the journey of romance. Furthermore the male figure in
the background hasn’t got his shirt on also agreeing with the idea of a film
based on love. The characters are seen conveying emotion easily through the
code of gesture. Evidently the two characters staring straight into one another’s
eyes are seen to be leaning in for a kiss. This shows the emotion of love and
passion. Whereas the female figure in the background has anger as her emotion is
evidently seen through her action and gesture as she is about to hit the male
figure suggesting conflict and anger.
The language of the text used such as
‘all the fine young cannibals’ is using lexis which may be pertain to the genre
of the product and be recognizable to audiences. Indirect mode of address is
used as the audience do not expect a direct mode of address. Roland Barthes may
be applied as the audience may decode the poster and suggest a genre of romance
based on the images present of the male and female character standing extremely
close to one another and their intense gaze. Neale genre may be applied as form the main
image of the male and female figure suggest a genre of love however contrasting
with that is the image of the female and male figures in the background who
appear distressed and angry suggesting more than one genre is present in this
film in order to avoid repetition and create an overlap.The link to the theorists such as Todorovs narrative theory as at first the poster will display a happy start where everything is as it should be. However a problem will arise this is clear at the back of the poster where the lady looks as if she is about to beat her husband. this suggests society expects couples to conform into an idealistic representation of a perfect married couple.
