1. Media Language
The way in which a text is
constructed to create meaning for
a reader or viewer of the text

2. You need to be able to:
Read the denotative and connotative levels of
meaning within a media text.
Use and understand the key terms used in
the analysis of media language (Denotation,
Connotation, Signifier & Signified).
Write a coherent analysis of the symbolic
codes within your teaser trailer.

3. KEY TERM: Semiotics
Definition: The study of SIGNS
(& the role of signs in social life)
Examines how symbolic, written and technical
signs construct meaning (i.e. for your trailer
how mise-en-scene, camerawork, editing and
sound construct meaning)

4. Analysing Media Texts:
A Framework
NB - If you analyse
mise-en-scene,
1. SYMBOLIC SIGNS camerawork, editing
and sound you would
e.g. cover all these areas.
2. WRITTEN SIGNS
Colour
e.g.
Positioning
Slogan
Setting & Locations
3. TECHNICAL SIGNS
Typeface/Font
e.g.
Facial Expressions & Body Language
Headlines
Camera Angles
Objects Captions
Framing (ELS, LS, MLS, MS, CU,
Lighting
Style ECU, POV)
Clothing, Hair & Make Up Choice of words Editing
Emphasis of words Juxtapostion (2 separate signs that
together make contrasting meaning)

5. Semiotics – The Study of Signs
Signs take the form of words, images, sounds, odours, flavours, acts or
objects, but such things have no intrinsic meaning and become signs
only when we invest them with meaning.
Anything can be a sign as long as someone interprets it as 'signifying'
something - referring to or standing for something other than itself (e.g.
low key lighting which casts dark shadows in a film scene can
symbolise mystery in certain contexts).
We interpret things as signs largely unconsciously by relating them to
familiar systems of conventions. (e.g. shadows are not mysterious in
themselves, I am tapping into cultural ideas relating to darkness and
the unknown/hidden and our understanding of film conventions by
associating dark shadows in a film scene with mystery).
The above is Adapted from Chandler (2005) - http://www.aber.ac.uk/media/Documents/S4B/sem02.html

6. Semiotics – The Study of Signs
Saussure (a founder of semiotics) summarised it in the following
equation:
The Sign = signifier + signified
– a 'signifier' - the form which the sign takes; and
– the 'signified' - the concept it represents.
So the signified can change depending on the reader’s
interpretation – meaning is not fixed.
What other words have you used before that could replace the
words signifier and signified?
…denotation and connotation.

7. For those of you who want to really
stretch your academic muscles…
‘Semiotics is important because it can help us not to take 'reality' for
granted as something having a purely objective existence which is independent
of human interpretation. It teaches us that reality is a system of signs. Studying
semiotics can assist us to become more aware of reality as a construction and
of the roles played by ourselves and others in constructing it …Meaning is not
'transmitted' to us - we actively create it according to a complex interplay of
codes or conventions of which we are normally unaware. Becoming aware of
such codes is both inherently fascinating and intellectually empowering… In
defining realities signs serve ideological functions. Deconstructing and
contesting the realities of signs can reveal whose realities are privileged and
whose are suppressed. The study of signs is the study of the construction and
maintenance of reality. To decline such a study is to leave to others the control
of the world of meanings which we inhabit.’
Daniel Chandler (2005)

8. Roland Barthes and semiotics
Denotation and connotation
Barthes was an influential theorist who explored the way in
which texts make meaning.
He considered that all cultural forms, are essentially made up of
a system of signs.
He analysed the denotative and connotative level of signs in a
media text.
Barthes argues that the organisation of signs encodes particular
messages and ideologies and that these ideologies can be
revealed as constructed through textual analysis – denotation
and connotation.

9. Semiotics
Signs can be polysemic (have many possible
meanings)
So, how do we know which meaning to read?
Or, to put it another way, why do viewers interpret
certain meanings over others?
– Context is important – how signs work in combination will
lead us towards particular readings over others.
– Dominant cultural ideas will lead us towards certain
interpretations over others.
– We understand the conventions of particular media forms.

10. SIGNIFIER:
Water/Ocean
SIGNIFIER:
Wave
Facial
SIGNIFIES:
Expression/Body
Wild, Stormy,
Language
Natural, Earthly
SIGNIFIES:
Ecstatic, pleasure lost
in ecstacy, laid back,
inviting
SIGNIFIER: SIGNIFIER:
Mans Naked Words ‘Cool
Torso Water’
SIGNIFIES: SIGNIFIES:
Natural, angelic, Refreshing,
pure, toned, ideal,
different,
masculine, adonis
SIGNIFIER:
Droplets on SIGNIFIER:
Bottle Calligraphy Style
SIGNIFIES: Font
Cool, chilled SIGNIFIES:
appearance, Classic, timeless,
almost drinkable expensive tastes

11. SIGNIFIER:
Blonde Hair
Signifies:
Ideal
Woman,
Innocence,
Looks ‘gold’
SIGNIFIER:
Jewellery
SIGNIFIER:
Signifies:
Font
Extravagance,
Signifies:
Excess,
Dior Logo,
Glamour,
Brand Name,
Decedance
Designer
SIGNIFIER:
Word
SIGNIFIER: SIGNIFIER:
‘Love’
Perfume Colour Gold
Signifies:
Bottle Signifies:
Passion,
Signifies: Luxury, Riches,
Excitement,
Looks Jewel- Expense,
like, Buried
Lust
Success,
Treasure Shimmering

12. Now analyse your own work in
relation to media language
Deconstruct your teaser trailer to identify the
signifiers and signified – you can use the
terms denotation and connotation if you
prefer, but for the highest marks in the exam
it is good to include a wider range of semiotic
terminology acknowledge that you are
dealing with a system of signs.