Image AnalysisImage Analysis

Year 12 Year 12

AS MediaAS Media

Texts…Texts…

These are anything you can read.These are anything you can read. In Media Studies we use this to refer to In Media Studies we use this to refer to ANY ANY

media product, These include: TV, films, media product, These include: TV, films, radio, newspapers, magazines, photographs radio, newspapers, magazines, photographs etc.etc.

Texts are therefore the focal point of your Texts are therefore the focal point of your study.study.

Codes…Codes…

These are rules or conventions which are put These are rules or conventions which are put together (incorporating signs) which are to be together (incorporating signs) which are to be followed, read and create meaning.followed, read and create meaning.

What does a code mean to you and can you What does a code mean to you and can you think of any types of codes?think of any types of codes?

Codes…Codes…

The English language itself is a code:The English language itself is a code:

Shapes are formed and named as lettersShapes are formed and named as letters

Letters are placed with other letters to form words.Letters are placed with other letters to form words.

Words are strung together to make sentences.Words are strung together to make sentences.

Punctuation is added to sentences to add meaning.Punctuation is added to sentences to add meaning.

Codes in media texts…Codes in media texts…

We understand sound and pictures are together We understand sound and pictures are together to form a sequence. How we combine these to form a sequence. How we combine these we change the meaning we derive from them.we change the meaning we derive from them.

The technical term form these is The technical term form these is SYNTAGMS.SYNTAGMS.

A series of signs put together to create a A series of signs put together to create a meaning. (Think about it, this is a syntagm.)meaning. (Think about it, this is a syntagm.)

More about codes…More about codes…

Dress codes – what people where, depending on Dress codes – what people where, depending on situation, socialisation etc.situation, socialisation etc.

Colour codes – these are culture specific, for example Colour codes – these are culture specific, for example different cultures respond to white in different ways.different cultures respond to white in different ways.

Non-verbal codes – related to body language or Non-verbal codes – related to body language or gestures. Again, these are culture specific.gestures. Again, these are culture specific.

Technical codes – the ways in which media texts are Technical codes – the ways in which media texts are actually produced. For example, a black and white actually produced. For example, a black and white photo may convey realism or age.photo may convey realism or age.

Semiotics in more detail…Semiotics in more detail…

Phrase and ideology coined by Ferdinand de Saussure Phrase and ideology coined by Ferdinand de Saussure (a Swiss linguist) – 1857-1913.(a Swiss linguist) – 1857-1913.

Roland Barthes (1913-80) was influenced by Roland Barthes (1913-80) was influenced by Saussure and is now the most influential theorists on Saussure and is now the most influential theorists on this subject (refer to him).this subject (refer to him).

Saussure saw language as something which was Saussure saw language as something which was socially constructed, rather than something we are socially constructed, rather than something we are born being able to learn and understand. born being able to learn and understand.

He expanded this to relate to all aspects of society He expanded this to relate to all aspects of society and the way it was constructed.and the way it was constructed.

Barthes and semiotics…Barthes and semiotics…

Took the theory further in his book Took the theory further in his book MythologiesMythologies and applies this to all aspects of and applies this to all aspects of daily life, particularly popular culture and daily life, particularly popular culture and advertising.advertising.

Barthes showed us how to deconstruct media.Barthes showed us how to deconstruct media. Allows you to look at the underlying structures Allows you to look at the underlying structures

of a text.of a text.

SignsSigns Key players – Fiske and Hartley: Key players – Fiske and Hartley: Reading Television Reading Television (1978).(1978). They said a sign consists of two parts: the signified and the They said a sign consists of two parts: the signified and the

signifier.signifier. There are There are 33 different types of signs: different types of signs: Symbolic (arbitrary) – these have no clear link between the Symbolic (arbitrary) – these have no clear link between the

sign and the object. sign and the object.

CATCAT

This means the signs can have several different meanings which This means the signs can have several different meanings which can be contested.can be contested.

Iconic – these are these we are socialised to Iconic – these are these we are socialised to recognise. For instance, a man on a cross = recognise. For instance, a man on a cross = Christianity. A wheelchair = disabled Christianity. A wheelchair = disabled facilities.facilities.

Indexical – they have some sort of direct Indexical – they have some sort of direct connection to that which is being signified. connection to that which is being signified. For example, smoke represents fire.For example, smoke represents fire.

The fact we can read things in more than one The fact we can read things in more than one way means they are way means they are POLYSEMIC.POLYSEMIC.