MIL ADVANCE READING

• Media language


  How media producers make meaning about a certain medium (advertisement, TV show, film, etc.) they are producing and how they transfer that meaning to their target audience
• Media language allows the audience to convey the meaning of the text through its signs and symbols
• The signs and symbols used in media text do not have a single meaning
• Audiences have different interpretations and will use different meaning systems in interpreting these signs and symbols
• Denotative meaning


  The literal meaning of the media text
• Connotative meaning


  The various interpretations that the text suggests to the audience which are often associated with their culture, values, beliefs, etc.
• Media codes


  The established meaning, denotation or connotation, to the target audience
• Media conventions


  The possible methods in which codes are organized in a product
• Types of media codes

  • Symbolic codes
  • Technical codes
  • Written codes
• Symbolic codes


  • The meaning of the product is not based on the product itself but on the interpretation of the audience
  • Include setting, mise en scene, acting and color
• Technical codes


  • Codes specific to a media form alone
  • Include camerawork, editing, audio, and lighting
• Written codes


  • The formal written language used in creating a media product
  • Include printed language and spoken language
• Types of conventions


  • Form conventions
  • Story conventions
  • Genre conventions
• Form conventions


  • The ways in which the types of media codes are expected to be arranged
• Story conventions


  • The basic structures of narratives, such as narrative structures, character constructions, and point of view
• Genre conventions


  • The common use of the elements of narratives such as the characters, settings, or themes in a certain type of media
• Elements media practitioners look into

  • Media producers
  • Stakeholders
  • Audience
• Media producers


  The people who initiate, plan, and produce media texts
• Stakeholders


  People or organizations that share the same interests or intentions
• Audience


  A significant element in delivering media texts, as all media texts are made with a target audience in mind
• Aspects of audience analysis

  • Audience engagement
  • Audience expectations
  • Audience foreknowledge
  • Audience identification
  • Audience placement
  • Audience research
• Audience engagement


  The reaction of the audience to the media text
• Audience expectations


  The anticipation of the audience about the text
• Audience foreknowledge


  The exact information (not expectations) which the audience brings about the media output
• Audience identification


  The connection built by the media text to the audience
• Audience placement


  The strategies producers use to make the audience feel that the media text is made specifically for them
• Audience research


  The monitoring of the audience before, during, and after the production of the media text
• Modern professionals, students and adults use online materials to gather the needed information for any research work
• The Internet has made research work easier
• The use of technology is not always a sign of progress
• The use of traditional methods such as government documents, minutes of the meeting, journalistic writings, eyewitness accounts and other information sources is more effective than the use of modern technology, specifically the "internet"
• UNESCO recognizes that the internet holds enormous potential for development
• The internet provides an unprecedented volume of resources for information and knowledge that opens up new opportunities and challenges for expression and participation
• The principle of freedom of expression and human rights must apply not only to traditional media but also to the internet and all types of emerging media platforms, which will contribute to development, democracy and dialogue
• Digitalization and the accessibility of information through a wide range of devices have enormously increased the information resources available to people
• The internet provides numerous and diverse opportunities towards attaining our goals and objectives in life
• The internet has positive effects in education and in economic growth
• Online marketing


  Vital to business success, as it has a wider audience reach
• A wider audience reach leads to increased product awareness, which, in turn, results in higher sales
• In education, the use of technology is vital