Media Language

• Concept of Media Language refers to the multitude of forms, techniques, and strategies employed by media producers to communicate messages and meanings.
• Involves different elements such as codes and conventions used in construction of media texts. This can be words, images, sounds, or icons.
• Roland Barthes' theory of denotation and connotation: Denotation refers to the basic, literal meaning of a sign, whereas connotation is the cultural, symbolic, or emotional meaning associated.
• Levi-Strauss' structuralism: Media follows certain structures or patterns. These patterns are shaped by our cultural experiences and expectations.
• Dyer's star theory: Emphasizes on how royalty, presidency, or celebrity status is constructed by media by their manner of presentation and self-representation.
• Use of texts and discourses in media language, where texts convey specific messages and discourses reflect ideologies or beliefs prevalent in society.

Media Representation Theory

• Refers to the ways in which media portrays particular groups, communities, experiences, ideas, or topics from a particular ideological or value perspective.
• Stuart Hall's Representation Theory: Suggests media representation is a construction of reality. It uses three approaches: Reflective (representation reflects reality), Intentional (author's intention shapes the representation), and Constructive (representation is constructed by various codes).
• Stereotyping and Archetypes: Media often use stereotypes, broad generalizations of certain groups, or archetypes, ideal examples of a certain type, as shorthand tools for character development.
• Laura Mulvey's Male Gaze theory: Media texts are often created from a straight, male perspective, objectifying women.
• Marxist view of Media: Suggests that those in power construct media messages, reinforcing prevailing power structures and downplaying oppositions.
• Implication of media representation on audience perception and identity construction.
• Counter-hegemonic representations: Challenging or opposing mainstream or dominant ideologies portrayed in the media.

Role of Context in Media Texts

• Historical context: Understanding the time period in which a media text was produced helps understand its content, style, and themes.
• Cultural context: Knowing the cultural background can greatly impact interpretation of messages and representations in media texts.
• Social-Political context: Reflects how media texts can be influenced by or can influence societal norms and political ideologies.
• Economic context: How financial implications shape media output, such as commercial constraints, sponsorship or marketing strategies.