#3: Media Literacy Fundamental: Hidden Codes of Media
Summary: Literacy is the ability to encode and decode symbols and to synthesize and analyze messages. Media utilizes various codes to gain attention, create meaning and alter personal perception. Recognizing various codes within media allows individuals to contemplate the impact various media has on their personal perspective.
Learning Outcomes: Students will be able to…
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decipher and analyze symbolic, written and technical media codes.
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analyze how media code strategies impact public perception.
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create a media product that demonstrates their understanding of media codes.
A) 10-15 Minute Overview. According to the National Association of Media Literacy Education (NAMLE), media literacy is the ability to encode and decode the symbols transmitted via media and the ability to synthesize, analyze and produce mediated messages. Colors, camera angles and logos in the media can all prompt immediate associations with emotions, activities and memories. Learning to decode the intricate system of symbols that are a part of everyday life — from advertisements to social media messages - is part of analyzing media and thinking critically about its impact in our lives. Watch the following TedEd video (5:59) by educator Ben Beaton, then discuss the following questions as a large group:
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1. According to the video, individuals receive information through ______________ channels.
A. television
B. movies
C. internet
D. All of the above
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2. According to Beaton, what is the first thing that constitutes a code?
A. It has to be recognized by all who read it.
B. It has to incorporate color, imagery, sound, and writing.
C. It must be in television, magazines, or movies.
D. At least a certain group of people must use it regularly.
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3. The video describes how ‘Technical Codes Sr.’ has three sons. Which of the following is not one of his sons?
A. Technical Codes Jr.
B. Symbolic Codes
C. Written Codes
D. Verbal Codes
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4. The video states that “understanding the relationship between technical codes and the role they play in shaping your understanding of the world around us through the media we consume is …
A. fun and interesting.”
B. rarely important.”
C. scary and dangerous.”
D. a big made up lie.”
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5. According to Beaton, one of the most powerful advertising mediums in the world is:
A. Word of mouth
B. Modern art
C. Television
D. Oprah Winfrey
TedEd Source: Educator Ben Beaton, Artist Celeste Lai, Director Jeremiah Dickey, Animator Lisa LaBracio.
B) 20-30 Minute Activity: Exploring Media’s Technical Codes
Using information from the previous TedEd video, create diagrams on poster boards, or white boards that demonstrate how the following technical codes are connected to media: Symbolic Codes, Written Codes, and smaller Technical Codes.
Symbolic Codes: What does each symbolic code represent? Give examples of how colors, objects and animals symbolize additional meanings. For example:
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Colors: Red = hot or stop, Green = go or environment
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Objects: Emoji Smiley Face = feelings, Octagon = stop sign
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Animals: Rabbit = fast, Turtle = slow
Written Codes: How does each written code equate to a larger meaning even though it uses the fewest amount of words? Consider how slogans often utilize written codes to infer deeper meanings. For example:
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The power of ‘You’: Slogans directed at the individual, such as: I Want You, Be All That You Can Be, and The More You Know invoke a personal connection.
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Buzz Words: Specific words that make a product seem more appealing, such as: Free, Sale, and Fresh convey a limited opportunity that gains attention.
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Catch Phrase: Slogans heard so often, that every time you hear the words, you associate them with a product, such as: Taste the Rainbow, Just Do It, I’m Lovin’ It
Technical Codes: How do each of the following technical code and/or aesthetic impact a viewer’s perception of the subject? Give examples of each.
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Camera Angles: By moving the camera, close to or far from a subject, cameras can make items seem more or less important, etc.
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Framing: What you see inside the camera frame defines the environment, context and the scene, etc.
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Lighting: How the scene is lit effects the way you feel about a scene, dark and dreary, bright and happy, etc.
TedEd Source: Educator Ben Beaton, Artist Celeste Lai, Director Jeremiah Dickey, Animator Lisa LaBracio.
C) 30-45 Minute Lesson: Dig Deeper with Advertising that Entertains
Step 01. Explore how advertisements are embedded with symbolic, written and technical codes. How do these codes communicate interesting ideas to consumers and how can an idea influence someone’s worldview? This article by AdAge lists several Ads that Entertain from previous years. Separate students into small groups and assign each group one of the following video advertisements.*
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* Instructor Note: Educational policies vary across the state regarding the use of YouTube in the classroom. For this activity, ANY 30-60sec commercial video advertisement will be sufficient. Gage your advertisement to your class. An ad that is specifically geared towards the age demographic of the class is helpful, but not necessary. The concept is to ‘unpack’ the content and critically analyze the hidden codes within the advertisement. Print advertisements may also be used.
Step 02. Give students several minutes to analyze the advertisement, then explain how concept maps are often used to analyze and brainstorm about content. Introduce students to either Canva or MindMup and explain how to create an concept map using one of their free templates. The goal is to isolate several examples of symbolic, technical and written codes within each advertisement, then create a concept map that demonstrates the codes and its possible impact on society. After their concept map is completed, save and link it to the overhead. Allow each group to share their advertisement and concept map analysis with the class. The following example provides a brief outline of a similar concept map. Each group's concept map would ideally demonstrate their understanding and include additional details.
