Code
A
communication system which includes signs, rules and shared understanding.
Examples include the English language, non-verbal codes, print codes and editing
codes.
Conventions
Established
rules or shared understandings used in the creation of media products.
Conventions are more likely to be taken for granted as ‘the way we do things’
rather than formally written down.
Denotation
The literal
or surface meaning of a sign or media product.
Connotation
The meanings
of a sign or media product that are made by cultural association. These are
often the deeper or underlying meanings. For example, images of a sunset in a
film may connote ending or closure.
Anchorage
The text (copy)
that fixes (anchors) an image and its meaning.
Audience
positioning
The
technique used to persuade the audience to interpret a media product in a
particular way.
Skyline
A line of
text, with or without a coloured strip background, that runs across the top
edge of a magazine page, poster or other printed product. It contains important
information to appeal to the audience.
Masthead
A publication’s
name or title in a distinctive form usually placed at the top of the front page
or cover page.
House style
The overall
design style of a newspaper, website or magazine. This might include font,
colour scheme and layout. The house style sets a product apart from its competition
and makes it easily recognisable to its audience.
Encoding/Decoding
This model
of communication claims that media products contain various messages that are
made (encoded) using various codes and conventions.
The ways in which audiences
make sense of (decode) these messages depend on the social context of the
audience member. The decoded message may not be the same as the encoded
message.
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