Understanding Media Codes and
Conventions
This presentation explores the fundamental building blocks of media: codes and
conventions. By understanding how these elements work, media studies students can gain
deeper insights into how meaning is constructed and communicated across various media
forms. We will delve into symbolic, technical, and written codes, and examine how different
conventions shape our interpretations.
by Arlene Canuel
Decoding Media: Codes as Systems of
Meaning
Media codes are systematic collections of signs that, when combined, create meaning. They are the language of
media, allowing creators to communicate messages and evoke specific responses from audiences. There are three
primary types of media codes:
Symbolic Codes Technical Codes
Represent abstract ideas or emotions through Relate to the ways media technologies are used to
objects, actions, or visual elements. convey meaning, such as camera work or editing.
Written Codes
Encompass all forms of written or spoken language within a media product.
These codes work in conjunction with conventions, which are the established rules or accepted practices within
media. Together, codes and conventions form the intricate framework of media communication.
Symbolic Codes: Beyond the Literal
Symbolic codes are powerful tools that convey meaning through universally
understood or culturally specific symbols. They include the language, dress, and
actions of characters, as well as iconic symbols that trigger immediate associations.
For example, a red rose universally symbolizes romance, while a clenched fist often
signifies anger or defiance.
Within media, symbolic codes are often expressed through:
Setting: The time and place of the narrative.
Mise en Scène: Everything within the frame.
Acting: Character portrayal and expression.
Color: Connotations and symbolism.
Setting and Mise en Scène: Crafting the Visual World
Setting Mise en Scène
Setting refers to the time and place where a narrative unfolds. It can be as Derived from French, meaning 'everything within the frame,' mise en scène in
vast as an entire galaxy or as confined as a single room. More than just a media refers to the deliberate arrangement of all objects within a shot. This
physical location, setting also encompasses the created atmosphere or comprehensive analysis includes set design, costume, props, and staging and
psychological state of a scene, profoundly influencing the mood and context composition. Every element is carefully positioned to contribute to the
of the narrative. narrative and visual storytelling.
The Art of Portrayal: Acting and Color in Media
Acting
Actors are central to media products, portraying characters and driving narratives. Their
performance contributes significantly to character development, builds tension, and advances
the plot. Actors convey their characters through a combination of:
Facial expressions
Body language
Vocal qualities
Movement
Body contact
Color
Color carries deep cultural and strong connotations. In media analysis, it's crucial to examine
dominant colors, contrasting foils, and color symbolism. For example, cool blues might
suggest calmness or sadness, while warm reds can signify passion or danger, all contributing
to the viewer's emotional response.
Technical Codes: The Hidden Language of
Production
Technical codes involve the deliberate use of media technologies to create specific effects and convey meaning.
These codes are often subtle but profoundly impact how an audience perceives the message. They include:
Camerawork
Refers to how the camera is operated, positioned, and moved to achieve desired effects. This includes positioning,
movement, framing, exposure, and lens choice, all contributing to the visual narrative.
Editing
The crucial process of selecting, manipulating, and arranging images and sounds. Editing dictates pacing, rhythm,
and the flow of information, shaping the audience's experience.
Audio
The expressive or naturalistic use of sound. Audio encompasses dialogue, sound effects, and music, each
contributing to the emotional atmosphere and narrative depth.
Lighting
The manipulation of natural or artificial light to selectively highlight elements within a scene. Key aspects include
quality, direction, source, and color of light, influencing mood and focus.
Written Codes: The Power of Language
Written codes refer to all forms of formal written and spoken language used within a
media product. These codes are direct methods of conveying information, character
traits, and narrative details, acting as a crucial bridge between the media creator and
the audience.
Printed Language
This includes all text visible within the frame, such as headlines, subtitles, captions, or
on-screen graphics. The presentation of this text (font, size, color, placement) is just as
important as its content, influencing readability and conveying additional meaning.
Spoken Language
Encompasses all spoken words within a media product, including dialogue between
characters and song lyrics. Spoken language reveals character, advances plot,
establishes tone, and provides explicit information to the audience.
Conventions: Shaping Audience Expectations
Conventions are the established rules, habits, or generally accepted ways of using media codes. They are deeply intertwined with audience expectations and help
us interpret and understand media products.
1 Form Conventions 2 Story Conventions 3 Genre Conventions
Refer to the expected arrangement of Common narrative structures and Specific to particular genres, pointing to
media codes within a specific media type. understandings found in storytelling common uses of images, characters,
For example, films typically have a title at media. These include narrative arcs, cause settings, or themes. These are closely
the beginning and credits at the end, while and effect relationships, character linked to audience expectations for a given
newspapers place the most important construction, and point of view. genre, whether formal or thematic.
news on the front page.
By understanding these codes and conventions, students can critically analyze how media operates and influences perception.
