Theories : Media language

Question 1

Barthes: semiotics

Answer 1

1. Denotation(decode) & Connotation( connotes) :

> Denotation: literal/ physical content of media imagery( literally what you see).

> Connotation: deeper understanding beyond what you see through cultural background and historical contexts( symbolically)-> what you know more than what you see.

2. media’s ideological effects:
   -Media as a myth
   -Naturalisation-> creating immutable social norm -> women= nurturing roles
   -Media myths reductive-> de-intertexualising
   -Media myths reinforce existing social power structures-> create illusion that social power cannot be changed.

Question 2

Barthes’s 5 codes symphony

Answer 2

1. symbolic code- symbolism in media language
2. semantic code- any element with connotative elements (colour, lightings)
3. action code- meaning convey through action or demonstraisation
4. enigma code- makes us question it ( mystery code)-> rhetorical question ,questionable face expression
5. cultural code- meaning outside of the product -> require scientific and historical knowledge to understand it