Task 1 - Codes and Conventions in media texts

'The predictable and familiar forms and techniques used by the media to communicate certain ideas or to convey a desired impression'.

Codes are merely a system of signs used to convey a meaning. They are divided into three categories; technical, symbolic and written.

Technical includes camera angles, sound and lighting, framing, juxtaposition and composition, lighting and depth of field.

Symbolic includes the clothing, colour, body language, dress and actions of the characters. This may also include the setting.

Written includes headlines, captions, style font choice, graphic design etc.

To understand how codes are applied we must first understand the sign systems and their conventions or rules, making the reading of signs essential in analysis. This method of interpreting signs is called semiotics and is applied to the reading of visual images. These signs offer denotations and connotations to the audience. When a social agreement is reached upon signs used a shared understanding is generated by the audience of the fixed reading signs and a language between audience and producer is established. Codes are effectively a language, which when shared operate by means of conventions.

Conventions are generally the ways of doing something. They are infrequently written down, but unspoken ruled that we learnt to accept and identify. Conventions become so familiar and natural that they become the expected, for example an isolated location is expected in a horror film. Conventions can be used, supported and reiterated, but frequently individuals deliberately subvert these conventions and this is how media texts change and evolve. Conventions can be applied in different media concepts such as narrative and genre.

Codes and conventions are essentially a mutually agreed system of signs on which director and audience have agreed upon meaning and use to communicate. This makes it easy to create a product with a specific genre as you need only repeat the conventions of the genre. This is useful for producers as they can instantly target their audience with fool proof plans and the audience can stroll into HMW or scroll onto Amazon and immediately identify products in their preferred genre. This is useful in production, but boring and if everyone sticks to the conventions of production the media texts never expand. It may be safer to stick to conventions but its more exciting to subvert and create something new.