Lesson 5 to Lesson 7

63問 • 1年前

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denotes 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. It allows the audience to convey the meaning of the text through its signs and symbols. These signs and symbols used in media text do not have a single meaning. It is expected that audiences have different interpretations and will use different meaning systems. In interpreting these signs and symbols, audiences may interpret the media text denotatively or connotatively.

Media language

meaning is the literal meaning of the media text.

Denotative

meaning refers to the various interpretations that the text suggests to the audience which are often associated with their culture, values, beliefs, etc. For example, the use of the nonverbal signal “thumbs up” may mean “Job well done!” in western cultures but it is a rude gesture in some countries in the Middle East.

Connotative

In interpreting the meaning of the media text, you have to be able to understand two of the most significant aspects of media and information language – _______

Media Codes and Conventions

are the very foundations of all the existing media.

Media codes and conventions

commonly have an established meaning, denotation or connotation, to the target audience.

Media codes

refer to the possible methods in which codes are organized in a product.

conventions

are audience-based. The meaning of the product is not based on the product itself but on the interpretation of the audience. For example, a film with a scene waving a white flag symbolizes “retreat” or “surrender”. In reality, the audience who sees someone waving a white flag may interpret it the same way. The symbolic codes in media include setting, mise en scene, acting and color.

Symbolic codes

refers to the time and place of the narrative or a specific scene.

Setting

is a French term that means “everything within the frame”. It describes all the features (set design, costume, props, staging) within a frame of media products

Mise en scene

refers to the portrayal of the actors in creating media products.

Acting

are highly connotative when it comes to interpretations. It is also usually associated with cultural aspects.

Color considerations

refer to codes specific to a media form alone. The knowledge and connotations of different camera angles and shots make sense when looking at films and photographs but mean nothing outside those forms. The technical codes include camerawork (camera operation, positioning, and movement for desired specific effects), editing (the process of selecting, operating, and ordering images and sound), audio (expression and utilization of sounds), and lighting (the manipulation of light based on the target mood).

Technical codes

are the formal written language used in creating a media product. It includes the printed language (the text visible with the media frame which is the text you can see within the frame) and the spoken language which includes the dialogues and even the lyrics of the song.

Written codes

refer to the recognized ways of using media codes. The types of conventions include form conventions, story conventions, and genre conventions.

Conventions

are ways in which the types of media codes are expected to be arranged. For instance, the title and main casts are expected to appear at the beginning of a movie while the credits are expected to appear at the end. A number of television series usually begin with a short recap of the previous episode and end with a preview of the next episode.

Form conventions

refer to the basic structures of narratives. Examples of this conventions involve narrative structures, character constructions, and point of view.

Story conventions

refer to the common use of the elements of narratives such as the characters, settings, or themes in a certain type of media. It can be formal or thematic and are usually linked to the expectations of the audience.

Genre conventions

The _______ refer to the people who initiate, plan, and produce media texts. They need to have the skill in assessing the media texts and a thorough understanding of the target product; and the processes that go into creating the products.

media producers

refer to people or organizations that share the same interests or intentions.

stakeholders

The _________, is a significant element in delivering media texts. All media texts are made with a target _______ in mind.

audience

is the process of looking into the demographics (age, gender, social status, etc.) and psychology (values, beliefs, attitude) of the audience.

Audience analysis

Producers consider the reaction of the audience by looking into the following:

Audience Engagement Audience Expectation Audience Foreknowledge Audience Identification Audience Placement Audience Research

The global forum for intellectual property services, policy, information, and cooperation, defined

World Intellectual Property Organization (WIPO)

refers to the “creations of the mind, such as inventions; literary and artistic works; designs; and symbols, names, and images used in commerce”

Intellectual Property (IP)

Intellectual Property (IP) can be classified into two categories namely:

1. Industrial Property 2. Copyright

which includes patents, trademarks, industrial designs and geographical indications and appellations of origin;

Industrial Property

which covers literary works (such as novels, poems, and plays), films, music, artistic works (e.g. drawings, paintings, photographs, and sculptures) and architectural design.

Rights related here include those of performing artists in their performances, producers of phonograms in their recordings, and broadcasters in their radio and television programs

In the Philippines, Intellectual Property (IP) is protected under two laws –

1. Intellectual Property Code (RA 8293) and the; 2. Cybercrime Prevention Act (RA 10175).

Violation of this law or one of the rights is called _______.

infringement

Types of Intellectual Property

1. Copyright 2. Patent 3. Trademark 4. Industrial Design 5. Geographical Indications and Appellations of Origin.

It is a legal term used to describe the rights that creators have over their literary and artistic works.

This covers works ranging from books, music, paintings, sculpture and films, to computer programs, databases, advertisements, maps and technical drawings.

It is an exclusive right granted for an invention. It provides the patent owner with the right to consent on the invention or a way for others to use it.

Patent

The owner is responsible for making technical information about the invention available in the published document or in public

patent

It is a distinguished sign of goods or services of one enterprise from those of other enterprises. It can be compared to what craftsmen used in ancient times as “signature mark” on their product.

Trademark

denotes that the owner of the mark is in the process of registration to indicate a claim of ownership

is only used for marks that have been granted registration.

Registered Trademark (®)

WIPO (2016) defines this as an ornamental or aesthetic aspect of an item

Industrial Design

An ________ protects only the appearance or aesthetic features of a product, whereas a patent protects an invention that offers a new technical solution to a problem

industrial design right

These are signs used on products possessing qualities, a status, or characteristics that are essentially attributable to that location of origin.

Geographical Indications and Appellations of Origin

It includes the name of the place of origin of the goods.

Geographical Indications and Appellations of Origin

is a legal principle stating that one can use a copyrighted work without a license for the following purposes: commentary, criticism, reporting, research, and teaching.

Fair use

Fair use is a legal principle stating that one can use a copyrighted work without a license for the following purposes:

commentary criticism reporting research and; teaching

one needs permission from the copyright holder which is called a ______.

license

__________ or even putting their work in Public Domain. These licenses are copyright licenses providing a simple and standardized way to give the public permission to share and use the creative work.

Creative Commons License

is an American non-commercial organization that aims to expand the range of creative works available for others to build upon and to share legally.

Creative Commons

_______ or network etiquette is a set of rules for behaving properly online

Netiquette

is how you present yourself on online platforms. Whatever you say or do on the Internet can be viewed and others can easily pass judgment without even knowing who you are outside the virtual environment.

Virtual Self

is any data record of the things you do online.

Digital footprint

The fundamental right of an individual to protect private information from disclosure to information and communication systems

Data privacy

Data privacy is under what law or Republic Act?

Republic Act No. 10173 or the Data Privacy Act of 2012

This digital inequality or gap between groups in terms of knowledge, usage, and access to ICT due to circumstances like location, in come, and age is called

Digital Divide

These issues may come as a result of an intention, or a habit that has gone worse. If not addressed, these issues could distress one’s health and relationships.

COMPUTER ADDICTION AND CYBERBULLYING

is the “overdependence or a damaging need to do something on computer or internet".

Computer Addiction

is the use of digital means of communication that could hurt or harass a person.

Cyberbullying

This refers to the reaction of the audience to the media text. Different people react in varied ways to the same text.

Audience Engagement

This refers to the ANTICIPATION of the audience about the text. Producers may SATISFY or SHATTER the audience’s expectations

Audience Expectations

This refers to the EXACT INFORMATION (not expectations) which the audience brings about the media output.

Audience Foreknowledge

This refers to the CONNECTION BUILT BY THE MEDIA text to the audience.

Audience Identification

This refers to the STRATEGIES PRODUCERS use to make the AUDIENCE FEEL that the media text is

Audience Placement

This refers to the monitoring of the audience before, during, and after the production of the media text.

Audience Research

QUIZ NO. 1

GLAIZA · 20問 · 2年前

QUIZ NO. 1