Media Analysis and Codes Overview

Study Notes

Students will be able to explain key elements of media analysis, including the meaning of codes and conventions, the roles of producers and stakeholders, and how messages are tailored to specific audiences.

Media codes are technical, written, and symbolic tools used to create meaning in media.
Examples include camera work, acting, setting, editing, lighting, sound, special effects, typography, color, visual composition, text, and graphics.

Conventions are rules or generally accepted ways to create media.
These conventions can be about storytelling, format, structure, page layout etc
Examples include story principles, form and structure, generic structures, character and story arcs, cause and effect, point of view, the structuring of time, elements of page layout, paper stock for print, titles and credits, hyperlinking, and framing of images.

Technical codes: Elements such as camera angles, lighting, and editing are used to convey meaning.
Symbolic codes: Symbols, colors, settings, and other elements that represent ideas or themes are used.
Written codes: Textual elements like headlines, captions, and scripts.

Producers: Individuals or organizations responsible for creating media content. They make critical decisions about message, budget, and creative direction during the entire production process.
Stakeholders: Individuals or groups with a vested interest in the media content. Stakeholders include advertisers, sponsors, audience members, and regulatory bodies. They influence the content via expectations, financial support, and feedback.

Tailoring messages for specific audiences is vital in the media industry.
It involves designing content to resonate with particular demographic or viewer segments using various approaches.
Tailoring is critical to making a connection with audiences.

Understanding target audiences involves identifying characteristics and traits.
Demographics: Factors such as age, gender, income, education level, and cultural background differentiate audiences.
Psychographics: Understanding audiences' interests, values, attitudes, and lifestyles. This provides a deeper understanding for crafting more effective messages.

Language and Tone: The choice of words and tone significantly influences how the message is received. Examples of this tone include using slang or informal language for younger audiences. More formal language is suitable for professional contexts.
Visual Elements: Colors, images, and design can attract and influence audiences. Consider how different audiences might react to imagery (e.g., bright colors versus muted tones).
Cultural References: Incorporating elements that align with a target audience's background (symbols, traditions, narratives) enhances relatability.