1. Learning Objectives
To develop an understanding
of key media terminology
To begin to apply key media
terminology appropriately

2. Media Questionnaire
Now tell the person next to you:
Your preferred type of media
A specific ‘text’ that you love and why.
A type of media that you never consume.
A text that you dislike and why.
Introduce the person next
to you to the rest of the
group...

3. KS5 NSD
What impact does the media have?
What would you say was the
biggest news event of your life?
How did you learn about it?
How did you react and respond to
it?
How did the people around you
respond to it?
Did it affect people elsewhere?
Has it changed the way you look at
the world?

4. What do you understand by the following
terms…
NARRATIVE With a partner
decide on brief
GENRE definitions.
TEXT
INSTITUTION
REPRESENTATION
AUDIENCE

5. What is…
Picture A Picture B
A young woman
An American Indian
An Eskimo An old woman

6. Semiotics
Semiotics or semiology is studying how meaning is
constructed through signs and symbols.
Ferdinand de Saussure was a key player in
this area.
DOG
The letters D, O and G put together in that order are a
signpost which create meaning in the readers mind.
Normally we will think of a four legged creature with a
wagging tail. However, everyone’s image of the dog in their
mind will be different.

7. Symbols
Just like words have associated meanings so do images.
This is obviously a lion!
But what ideas are
associated with a Lion?
In this case the Lion is
the:
SIGNIFIER
The meanings
associated are the:
SIGNIFIED

8. Connotations and Denotations
Denotation
Is the actual meaning of
something or a
straightforward description
of what is shown.
Connotation
Is the meaning associated
with an image or a text due
to cultural or personal
experience.
What are the
DENOTATIONS and
CONNOTATIONS in this
advert?

9. Icons Both of these people can be
considered as ‘Iconic’ but
what are they icons of?
Analyse elements of the
images which reinforce
these ideas – look at body
language and gesture...

10. Icons
Icons do not only have
to be people.
The Twin towers and
the attacks on the 11th
of September 2001 are
often considered as
iconic.
What do images of
the Twin Towers and
the attacks signify?