Theories : Media language

Question 1

Barthes: semiotics

Concept 1: Denotation & Connotation

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

concept 1

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

Question 3

What does Barthes explains about ideological effects of media consumption? Explain how ‘Media as a Myth’ apply to this .

concept 2: the media’s ideological effect

Answer 3

Barthes identifies the following ideological effects of media consumption:

• Naturalisation:
  as a result of the media’s uncanny ability to look and feel realistic , media producers, Barthes presents ideas as natural , matter of fact or common sense. If these ideas repeat many times in the media, this will become immutable social norm. e.g. advert presenting women as mothers.
• Media myths are reductive:
  He tell us that the media by and large, simplifies , reduce or purifies ideas , turning complexity into easily ,digestible information . simplifying appeals to the audience .This also leads to de-intellectualizing and depoliticalizing ideas .
  Message reduction also discourages audiences from questioning or analysing media content closely.
• Media myths reinforce existing social power structure:
  Barthes argues that those who have power tend to control the myth making process, either owning or indirectly challenging media content though privileged access arrangement . so, media industry to maintain the illusion that the system we live in that people who holds power benefits is naturally ordered and unchangeable.

Question 4

What does Barthes think Traditional myths in the media are important? What role does it do?

concept 2: the media’s ideological effect

Answer 4

• Media as a Myth:
• Barthes tell us the traditional myths are important because they present a collective representations of the world .
• Myths have a elevated status ; they are important enough to be passed down from one generation to the next.
• Myths are allegorical ( represent political , moral , religious values)- tell us how we should behave.
• Barthes suggests that the media has replaced or replicates the function of myth making.

Question 5

What is ‘Anchorage’ mean in media?
(IMPORTANT)

Answer 5

The process of fixing the meaning, usually the meaning of an image , though use of another component - usually text-based feature such as a header or caption.

Question 6

What is ‘Naturalisation’ in media ?

Answer 6

The process of making ideas or viewpoints feel like they are common sense when in reality they are constructed and manufactured my media producers.