Story communicated to the audience through the media language

Every medium has its own ‘Language’ or combination of languages that it uses to communicate meaning. Television, for example, uses verbal and written language as well as the languages of moving images and sound. We call these ‘languages’ because they use familiar codes and conventions that are generally understood. Particular kinds of music or camera angles may be used to signal particular emotions, for example; a page of a newspaper or a sequence of shots in a film will be put together using a certain kind of ‘grammar’. By analysing these languages, we can come to a better understanding of how media make meaning.

Advertisers use images and graphic design to say what is unique and valuable about their product. For example, they use colours and lighting to create a mood; unusual camera angles to add drama; and typefaces to give a sense of style.

TV news generally has very strict rules and conventions. The newsreaders are smartly dressed; they generally sit behind a desk, shot in medium close-up; they rarely show emotion; and they look straight into the camera - although nobody else is allowed to do this. News begins with ‘serious’ stories, and ends with light-hearted ones; it often focuses on dramatic or unusual events; and it tends to show politicians and celebrities rather than ordinary people.

Film-makers take great care to select and combine shots in order to tell a story, and to create the effects they want. Most feature films use ‘continuity editing’, which has definite rules. Many pop videos and some experimental films use montage editing, which combines shots to convey feelings and ideas.