UNIT 6: Media and Information Languages

Table of Contents
Introduction 2
Lesson 1: Media and Information Languages
Jump Start 4
Learn about It! 4
Check Your Understanding 8
Explore and Create! 9
Lesson 2: Analysis of Codes, Conventions and Messages
Jump Start 10
Learn about It! 10
Check Your Understanding 13
Explore and Create! 13

Let’s Create! 14
Self-Check 16
Wrap Up 17
Answers to Check Your Understanding 18
Bibliography 19
Glossary 20

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GRADE 11/12 |Media Information and Literacy

UNIT 6
Media and Information Languages
Imagine living in the metropolis where people are busily crossing the streets and cars are
moving around. What if there were no traffic lights? It would be chaos. It is common
knowledge that each color in a traffic light signifies a meaning that is generally recognized by
the people around the globe. Red, yellow, and green in a traffic light are only some of the
examples of codes that are present around us.

In this unit, we will tackle the codes and conventions that have been subconsciously framed
in the minds of media users. Analyzing and identifying these codes will provide a clearer
perspective on how media influence our thinking and perception of the realities.

Fig. 1. Codes and Signs Around Us

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 Learning Targets
In this unit, you should be able to:
● evaluate everyday media and information presentations regarding codes, conventions
and messages, and how they affect the audience, producers, and other stakeholders;
● produce and assesses the codes, conventions, and messages of a group presentation.

Lesson 1: The Language of Media and

Information

How do the media, in general, make you feel? Try to pause for a while and make sense of the
media you are using now. You will notice that all elements that are placed there are carefully
crafted and put together to convey its intended message. In this unit, we will identify what
lies beneath the text (i.e. audio, image, visual) we see and hear in media.

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 Jump Start

Study the following colors. What comes to your mind when you see these certain colors
around you? Write down as many ideas that you could think of.

Learn about It!

Media language involves the study of codes, conventions, and genre.

Codes are structure and arrangement of signs that are decoded to produce meaning.

There are three general types of

codes: technical, symbolic, and
written

Technical Codes – utilize tools or

equipment to convey a certain
message to media. Common
examples are camera work, editing,
lightning, and audio mixing.

Camera angles – refers to how the

camera is placed and how objects,
people, and places are shot.

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 Camera Angles Effects to the Subject
Low angle: the camera looks up The subject looks large which creates an impression
of power.
The camera looks at the subject from eye-level
Normal angle: the camera looks which makes the subject look and feel equal to the
straight viewer.

High angle: the camera looks The subject appears small which creates an
down impression of weakness.

Lighting is the selective use of natural or artificial light to create a certain effect.

Symbolic Code – This type of code is all about association and connotation reflected in the
physical aspect of the objects, colors, or even animals. Symbolic codes may also take in a
form of setting, clothing, verbal and non-verbal gestures like facial expression and tone.

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Written Codes – buzzwords like new, fresh, cool that may seem pleasant to hear yet empty
value.A catchphrase is an easily remembered expressions that has been associated to
certain products. Examples of catchphrase are “We find ways” and Just do it!”. , You and only
you is another sub-category of written codes. For example, how many times have you heard
you in advertisements? Didn’t it sound like a direct address sending a message that the one
sending the code is interested about you? that the media user would feel – these codes
when heard or read trigger a certain response

Conventions are the rules or norms on how codes are organized and presented to the
audience. The expectations of the audience must be addressed using these commonly
accepted ways of creating meaning or else the audience will feel dissatisfied, confused, or
out of place after the experience. How would you feel when a so-called horror movie did not
even make your hair stand on end, and it didn't even make you scream or close your eyes
because it was completely offbeat from the way you expect a horror movie should be like?

Philippine Box Office Cinema Children’s Movies

● Popular celebrities with millions of ● A kid embarking on a journey

fans/supporters ● Magical
● Commercial product placed in the ● Characters are wearing colorful
background clothes
● Catchy jingle or song played ● Songs are easier to remember

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Media can be classified into genres.

The etymology of genre is from a French word, which means kind. A genre is any kind or type of
media that has a common set of characteristics, styles, and techniques recognized both by
producers and audience.

For example,
Berger (1992) identified typology of television genre based on
level of emotionality and objectivity.

● Contests involve competition among players including

game shows, quizzes, and sports.
● Actualities include all news, documentary, and reality
programming. They are objective and unemotional in
principle.
● Persuasions are low on both dimensions and reflect an
intention by the sender to persuade, especially by
advertising or promoting some form of advocacy or
propaganda.
● Dramas cover almost all fictional storytelling and a wide range of genres.

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 Check Your Understanding

I. Enumerate the three general types of codes.

II.
● Select a political candidate and their three political campaign posters. Notice the way they
project and pose for the ad. What camera angle and shot was commonly used? Why do
you think this particular shot (e.g., close-up, long-shot) was taken? What does it signify?
Does the kind of shot taken by political candidates have an impact on their target voters?
● Choose a movie, whether local or international, that won best cinematography in any award
winning body. This particular award is focused on the visual element of the film in terms of
composition, lighting and camera motion. Watch this particular movie and write a
descriptive review on why you think this movie deserves the award or otherwise argue why
you think the award could have been received by the other nominee.

III.
● What conventions do you usually see in the local news broadcast here in the country either
radio or television. Describe the way the journalists present news.
● How are these codes and conventions useful in the completion of your everyday tasks?

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 Explore and Create!
You are members of the MTRCB attending a monthly regional meeting. One of the hot
agenda is to resolve a complaint filed in your office. The case is about a sitcom show that is
supposedly family-oriented but apparently some viewers were disturbed in a particular segment
when sex education was introduced and discussed inappropriately. When making a decision, take
note of the following:
1. What codes and sub-codes are expected to use in a sitcom?
2. Why do you think the sitcom received negative feedback from the audience?
3. What message was imparted to the audience?

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 Lesson 2: Analysis of Codes, Conventions
and Messages
In the previous lesson, you have acquired a fundamental understanding of the basic codes
and conventions in media. In this unit, you will learn how to apply your knowledge of media
language and analyze using a particular framework. As media and information literate
individuals, you should be able to evaluate media in terms of its message, techniques used,
and sources.

Jump Start

Choose a character from a narrative you are reading. Imagine the name that the character
would use for his or her email account. Explain why you think this name is a good choice.
Write an email message in the character’s voice sharing his or her recent adventure.

Learn about It!

Media are produced to communicate ideas thus understanding the messages conveyed in
these various media texts require thorough analysis and careful considerations on the
language used. Think of media language as a binder that glues all the elements involved
because in any form of communication, language is present.

One common framework to assess and evaluate media is through the use of TAP
Questioning model. This model refers to the text, audience, and production.

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Texts

Media texts are any form of media that is being examined and scrutinized. This definition is
applicable in the context of analyzing various media forms. A media text can be in a film, a tv
show, an advertisement, a radio program, a photograph, video game, newspaper, trailer,
brochure, editorial, web page, multimedia, blog, database, and etc.

Audience
Anyone who receives this media is called an audience. Using the audience framework, people
discover implicit and explicit ideas created for certain groups of consumers for a particular
reason. Analysis is done by questioning to whom this particular text is intended, why this is
created, how people will interpret it, and what values are underrepresented or emphasized.

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Production
Creating these different types of media is called production. Guided by the production
framework, people will examine the context of the media, who owns the media and why they
created it, how the media were distributed, and what rules affect the production process.

Below is the TAP Questioning Framework.

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 Check Your Understanding

1. List down at least five common media texts that you are familiar with and five media texts
that you want to understand more
2. Examine today’s headlines and decide whether there is an alternative way to change it to
attract more readers. Explain your choices.
3. Work in a group. Pick your most favorite advertisement. Discuss it by applying the TAP
questioning model.
4. How can the TAP framework help us understand codes, conventions, and messages in
media?
5. How can the TAP framework help you become a media and information literate individual?

Explore and Create!

Design a T-shirt that a particular character in a movie or television show might wear. Explain
the ways the T-shirt complements the character’s personality or how it connects with the
character’s story.

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Let’s Create!

Young Researcher

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Criteria Beginning Developing Accomplish Score
(0-12 points) (13-16 ed (17-20
points) points)

Content
(Focus on details/events are
clearly evident; it is clearly
related to the topic.)

Organization
(Logical progression of
details/events; clear transitions
between ideas.

Conventions
(spelling, mechanics, grammar
and usage)

Concept - Team has a clear

picture of what they are trying
to achieve. Each member can
describe what they are trying to
do and generally how his/her
work will contribute to the final
product.

Teamwork - Students meet and

discuss regularly. All students
contribute to the discussion and
all are listened to respectfully.
All team members contribute a
fair share of the work.

Research - Note cards indicate

that the group members
developed questions about the
assigned topic, consulted at
least 3 reference sources,
developed a position based on
their sources, and correctly cited
their sources.

The video was completed and had

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 all required elements. The video
was well edited and moves
smoothly from scene to scene
with proper use of transitions.
Audio and other enhancements
were well used.

Total Score:

Self-Check

I think I need more I have a minimal I am confident that I

Skills understanding of it. can do this with ease.
time and
assistance.
I can evaluate everyday
media and information
presentations
regarding codes,
conventions and
messages, and how
they affect the
audience, producers
and other stakeholders.
I can produce and
assess the codes,
conventions, and
messages of a group
presentation.

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Wrap Up

TAP Questioning Framework

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