Escolar Documentos
Profissional Documentos
Cultura Documentos
Key Terms:
Polysemy: The idea that media texts can be read and interpreted differently by
different people. Your interpretation of a media text could depend on aspects such as
your age, gender, ethnicity, religious, political ideologies, location, and so on.
Symbolic codes: The visual codes within a media text that create meaning or suggest
particular connotations. This includes elements of mise-en-scene including: props,
costume, set design, body language and facial expression, colour, and lighting.
Technical codes: The way equipment is used to create meaning in a media text i.e.
camerawork. Camera framing is carefully constructed to create particular ideas and
meanings.
Intertextuality: When a media text refers to another text, though not necessarily
another media text.
Denotation: The literal meaning of a sign i.e. describing what you can see
Connotation: The hidden meaning of a sign. For example, a red rose connotes love and
romance, but to some people might also connote the Labour Party. A person’s
interpretation is individual to their own context.
Cultural hegemony: the domination of a culturally diverse society by the ruling class
who manipulate the culture of that society – the beliefs, values, and ideologies. The view
of the ruling class becomes the norm.
Activity 1
Compare and contrast the two Beyonce music videos ‘Partition’ and ‘Sorry’.
How has the director used the symbolic and technical codes to create meaning in each?
Partition:
denotation connotation
set design
costume
props
Name:
Date:
Media Studies A-level Lesson 2
Component 1 Is Beyonce anti-feminist?
Section A
Music Video
body
language/performance
facial
expression/performance
colour
lighting
camera angles
camera distance
camera movement
Sorry
denotation connotation
set design
costume
props
body
language/performance
facial
expression/performance
colour
lighting
camera angles
camera distance
camera movement
Activity 2:
What messages about gender and race does Beyonce convey in these two videos?
How is intertextuality used in each video to create meaning?
What binary opposites does Beyonce use to create a complex star image that
appeals to a wide audience?
In what ways does Beyonce challenge or reinforce stereotypical representations
of women, and of women of colour?
Name:
Date:
Media Studies A-level Lesson 2
Component 1 Is Beyonce anti-feminist?
Section A
Music Video
Name:
Date: