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and
Informati
on
Literacy
Week 5

Objectives
● Understand the combination of
elements that offer the full value of the
media;
● Better appreciate a particular media
format and the information it carries;
and
● Use codes, conventions, or language
of media in disseminating information.

GENRE
● Genre comes from the
French word meaning
'type' or 'class’. It can be
recognized by its common
set of distinguishing
features (codes and
conventions).
● Media codes and
conventions are like the
building blocks of all the
media around us.

CODES
● Codes are a system of
signs which create
meaning. They generally
have an agreed meaning,
or connotation to their
audience.
● Codes can be divided
into three categories –
symbolic, technical and
written codes.
● Symbolic Codes
● Symbolic code shows
what is beneath the
surface of what we see.
For example, a red rose
may symbolically convey
romance, or a clenched fist
may be used to
communicate danger

CODES
● Technical Codes
● include sound, camera
angles, types of shots and
lighting.
They may include, for
example, ominous music to
communicate danger in a
feature film, or high-angle
camera shots to create a
feeling of power in a
● Written Codes
● are the formal written
language used in a media
product, issues and
themes in the media
product.
Includes dialogue and
song lyrics.
Written codes include
everything connected with any
written text or print in film

Conventions and Ic
onography of an A
ction Film
CONVENTIO
NS
• are accepted ways of
using media codes.
Conventions are closely
connected to the
audience expectations
of a media product.
• Different types of
conventions include
form conventions, story
conventions, and genre
Some of the features we
looked at were colour
correction, colour grading,
camera shots, camera
angles, depth of field, etc.

Conventions and Iconograp
hy of an Action Film

How Codes and Conventions Apply to
Media Studies
• Codes and conventions are used together in
any study of the genre—it is not enough to
discuss a technical code used such as camera
work, without saying how it is conventionally
used in a genre.
• For example, the technical code of lighting is
used in some way in all film genres. It is a
convention of the horror genre that side and
backlighting is used to create mystery and

Appeal to
emotion
1.an advertising
technique when
advertisers appeal
to those emotional
needs experienced
by all humans

Association
1.an advertising
technique whereby
products are
associated with the
people, values, and
lifestyles depicted in
the ads

Brand Extension
1.extending the
brand name to
other products

Camera Angles
1.the angle, high,
straight, or low that
a shot is taken
Camera shots – the
distance between
the camera and the

Camera
Movement
1.the movement of
the camera position
from left to right,
forward or
backward, up or
down, stationary

Caption
1. phrase, sentence, or short
paragraph describing the
contents of an illustration
such as photos or charts.
Photo captions are usually
placed directly above,
below, or to the side of the
pictures they describe.

Storyboard
1.a series of
sketches of the
frames of an
event, with the
corresponding
audio

Group Activity: Performance
Task
1.In your group, conceptualize a short skit
that you will film (3–4-minute video). The
story must be usual scenarios happening
in the classroom or the school community.
Be as creative as possible.
2.Make sure to apply the different camera
angles and camera movements in filming
the short film.
3.Submit a storyboard for your short film.

Group Activity: Performance
Task

Activity
1.Analyze the magazine cover below and
try to identify the different magazine
cover elements. Use the word pool
below for your answers in each blank.
Main Image Dateline
Cover lines Masthead
Main Cover Line/Model Credit
Selling

and
Informati
on
Literacy
Week 5 – Day
2

MELCS
• The learner evaluates everyday media and
information with regard to with codes, convention,
and messages; in regards with audience,
producers, and other stakeholders MIL11/12MILA-
IIIf-15
• The learner puts into practice their
understanding of the intellectual property, copy

Activity 1. Write TRUE if the statement is
correct. Then, FALSE if not.
1. A clickbait is good for the audience and stakeholders to
view an interesting deal in many social media sites.
2. Conventions are said to be generally accepted ways of
doing something.
3. Codes are collection of signs to create a meaning which
may also give the hackers an idea to destroy a system.
4. Firewall and anti-virus software are programs or set of
programs that are designed to prevent, search for, detect, and
remove software viruses, and other malicious software like
worms, trojans, adware, and more.
5. Misleading headings are made-up stories that
sometimes writers do in order to attract the readers and invite

THE MEDIA AND
INFORMATION
LANGUAGES: CODES,
CONVENTIONS AND
MESSAGES

MIL WEEK 6 CODES AND CONVENTIONS [Autosaved].pptx

FAKE NEWS
 Fake news is also known as junk news,
pseudo-news, or hoax news. It is a form of
news consisting of deliberate
disinformation or hoaxes spread via
traditional news media (print and
broadcast) or social media.
 Fake news is a neologism often used to
refer to fabricated news. This type of
news, found in traditional news, social

News:
 a. Clickbait - a form of false
advertisement, uses hyperlink text or a
thumbnail link that is designed to attract
attention and to entice users to follow the
link then read, view, or listen to its
contents.
 Example clickbait statements looks like
this, “You'll be Amazed!” “It will Shock you!”
or “You Won't Believe What Happens

News:
 b. Propaganda - Stories that are
created to deliberately mislead audiences,
promote a biased point of view or
particular political cause or agenda.
 c. Satire/parody - is a type of parody
presented in a format typical of
mainstream journalism, and is called a

News:
 d. Sloppy journalism -
Sometimes reporters or
journalists may publish a
story with unreliable
information or without
checking all of the facts
which can mislead
audiences.

News:
Misleading
headings - Stories
that are not
completely false can
be distorted using
misleading or
sensationalist

News:
 e. Biased or slanted news - Media bias
is the bias or perceived bias of journalists
and news producers within the mass
media in the selection of many events and
stories that are reported and how they are
covered.

How is Fake News
Spread?
 “When a post is accompanied by many
likes, shares, or comments, it is more
likely to receive attention by others,
and therefore more likely to be further
liked, shared, or commented on”
(Tandoc, Lim, and Ling, 2018).

How is Fake News
Spread?
 Bots - They reside on social media platforms,
created by someone with computer
programming skills, comprised of nothing
but code, that is, lines of computer
instructions.
 People like You, Trolls - “When a post is
accompanied by many likes,, or comments, it
is more likely to receive attention by others,
and therefore more likely to be further liked,

How is Fake News
Spread?
 Microtargeting - One way is to use social media
analytics. To understand how analytics work, we
need to explain how cookies work, then show
how interest groups can use information
provided by cookies to find a receptive audience
for their messages.
 Circular reporting or false confirmation – This
is a situation in source criticism where a piece of
information appears to come from multiple
independent sources, but in reality, comes from

STOP FAKE NEWS!
 DIRECTIONS: You are part of a generation of social media users.
From the bulk of information available there is a so-called Fake
news. Fake news is, quite simply, news (material reported in a
newspaper or news periodical or on a newscast) that is fake (false,
counterfeit). Fake news is created in order to influence public
opinion about an issue or an election and for some it is about
making money - it’s meant to be spread and be clickbait for online
users.
 As a student, do you know how to spot Fake
News in the Internet? On a short bond paper,
illustrate a simple infographic showing your
own steps on how you spot fake news from

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MIL WEEK 6 CODES AND CONVENTIONS [Autosaved].pptx

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