Media Theory & Application
This is not a pipe.What is René getting at?
Hint: The painting is somethings calledThe Treachery of Images
Semiotics specificssignifier + signified
= sign
cityword, sound, image, etc. mental concept
Aspects of what is "Signified"1st order: DenotationThe literal meaning of a thing or sign.Digital
2nd order: ConnotationThe "deeper" meaning, socio-cultural and personal associations.Analog
(bonus level) 3rd order: MythMajor culturally-variable concepts underpinning a particular worldview – e.g. masculinity, femininity, freedom, individualism, colonialism, etc.The Matrix
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Aspects of what is "Signified"DenotationDinner + place settingConnationWe're open tonight, selling sit-down meals, including dinner [Mass produced, inexpensive] homey food after hours50's-flavored diner restaurant (waitresses + gruff male cooks?)Highway and driving cultureMythWASP Americana nostalgia -> warmth & authenticity
Code – definitions & examples A set of practices familiar to users of the medium
operating within a broad cultural framework An ever-evolving system of explicit social conventionsA few codes of the moving picture medium:• Genre (narrative,
characterization, themes, setting, iconography)
• Camerawork (shot size, focus, lens movement, camera movement, angle, lens choice, composition)
• Editing (cuts & fades, cutting rate & rhythm)
• Manipulation of time
(compression, flashbacks, flashforwards, slow motion)
• Lighting• Color• Sound (soundtrack, music)• Graphics• Acting technique• Narrative style• Authorial style
SignsCodes
Syntagms** syntaxes, grammars,structures
repeated over time become
Conventions
Why is any of this relevant?Intentionally or not…Every scrap of media you will create
has denotations, connotations, & even myths
Every scrap of media you will create follows/uses/twists/breaks codes and conventions
In this class, let's be intentional about what we're communicating to whom with our creations.
WHAT IS IT SAYING TO WHOM?
For the following media samples, think connotations, conventions used/borrowed, values displayed, myths conjured, for some [which?] audience.
Wicked Witch, 1939
Wicked Witch, 2013
ICE: Media Theory AnalysisIn small groups, discuss a favorite/memorable game or website in terms of:
AudienceConventions of any kind (technical and socio-cultural)ConnotationsMyths
HomeworkMedia Theory Analysis