Semiotics/LIIAR Analysis

Key media terms

A Text

In media studies, a text is any mass media product.

Deconstruction

Taking apart a text to see what elements construct it.

Signs and signifiers

Things we ‘read’ and see as clues to the meaning of a text. A denotation is a sign and a connotation is a signifiers..

Denotation

What you actually see in front of you, what the text is.

Connotation

The meaning which are inferred from the text.

Conventions

Expected and predictable elements of a text.

Codes

A common theme, image etc. in a text e.g. a spaceship in a science-fiction film.

Media key concepts: LIIAR Analysis

L(anguage): The images, colours and layout of a text. These are used in a way to suit the target audience.

I(nstitution): A brand or company behind the product which is recognisable. The institution can influence the way people think. A collection of institutions is called a conglomerate.

I(deology): Beliefs and values that the institutions have, this is expressed through the media.

A(udience): Who is watching/reading/listening to a text.

                     Mass audience: Wide-ranging audience e.g. across different generations.

                     Niche audience: A small and specific audience

                Audience is fragmented because of technology. An example of this is people watching programmes at different times e.g. watching a programme on catch up. An audience being fragmented means less people will watch an advert at one time, meaning the institution will have to invest in showing their text more often/on different platforms.

R(epresentation): Different groups of society being shown in the text. It is important for media to have a good representation of different social groups, genders, class, ages, sexualities etc. as it will make their text more relatable to a wider audience.