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.

meaning is the literal meaning of the media text.

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.

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 – _______

are the very foundations of all the existing media.

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

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

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.

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

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

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

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

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).

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.

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

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

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.

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.

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

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

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

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

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

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) can be classified into two categories namely:

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

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 –

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

Types of Intellectual Property

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.

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

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.

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.

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

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

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

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

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

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

__________ 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.

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.

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

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.

is any data record of the things you do online.

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

Data privacy is under what law or Republic Act?

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

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.

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

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

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

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

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

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

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

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