Analysing Media TextsUsing Media Language:

-Semiotics-Denotation

-Connotation-Anchorage

SignsIn Media there is an assumption that

meaning is created through the interpretation of different element within a text. One important element is that of the Sign. Signs can be visual, aural or a combination of both.

Signs are made up of 2 elements.

The Signifier and The Signified

The SignifierWhat the actual sign itself is

The SignifiedWhat is meant by the sign.

Signifier

SignifiedWhat this colour might mean can depend on

which context you put it in and how your culture may have been taught to interpret the sign.

Some example may include…

This…

Task One.Use the information learnt on the previous

slides to discover the meaning of the logo’s

Describe the signifier and the signified

Task Two.What might this signify?

What are the signifiers?

What signs are Significant?

What signs are Redundant?

Denotation and ConnotationDenotation: What do you see in the text?

What are the signs?

Connotation: What do the signs mean? What do they signify?

Task Two.

AnchorageImages are polysemic- they are open to

interpretation

They are often anchored to give meaning

With no anchorage they are open to interpretation by the reader you will often use connotation to come to a conclusion.

Once the image is anchored the possible interpretations may be limited.

Task Three.Use denotation to describe what you see in

the picture.

Use connotation to describe what you think may be happening.

Task ThreeThis image accompanies a newspaper article

titled: Mob’s Brief Rule.

The newspaper anchored the image along with the headline and image to gain a preferred reading of the situation that occurred.

Read the Eye Witness account of the image, can you see how anchorage leads us to connotations?

AnchorageAlthough an image may be anchored through

such devices as text, there is still individual interpretation which may differ to what the produces intended.

Task Four.Anchor the meaning

of this image as an advertisement for a product or service through the addition of text.

Anchor the meaning as an advert for a film through the addition of text.

HomeworkUsing the 4 key media concepts that we

learnt last lesson, analyse you own media text ready for next lesson.