THEORY 1: Roland Barthes- Semiotics

Semiotics- Roland Barthes (1)
signs, signifier, signified
  • Signs- Anything that can have meaning
  • Signified- The meaning that is created this element of media language -> means that.
  • Signifier- The thing that creates meaning

Codes: in media studies codes refer to any element of media language that creates meaning for the audience.

Hermeneutic code: also known as enigma codes, these refer to something within the media product that creates mystery or suspense.
E.g. The gaze of a model functions as a hermeneutic code, asking the audience where she is looking? 

Proairetic codes: also known as action code, something in a media product that suggests that something will happen. 

Symbolic codes: something within media product that creates a deeper meaning for the audience.

LEXIS: type of language used

MODE OF ADDRESS: how the audience is addressed and directed 


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