Media Forms, Analysis & Images

Decoding & Encoding

As consumers we have learned to read a ‘media language.’ (decode)
Decoding is the way that we read and understand things as viewers.
We decode signs in the same way that we decode a language.
Encoding is the process used for recognition & interpretation.

As producers we are expected to encode with ideologies and codes and conventions to fit our genre. McMahon And Quinns study (1998) think that texts are encoded by three different forms, these are; technical, symbolic and written.

We are going to encode our video using different angle shots to portray the abuser and victim. These need to be clear so that viewers are able to decode. We will use different camera & angle shots such as high angle shots to emphasise the victim and there vulnerability and low angle shots showing the abuser and their power over the victim. We will use extreme close ups and to show clearer emotions and 2 shots showing the relationship. We want the viewers to decode this understanding the idea of domestic violence / abuse.
We will have a shot of the victim being punched in the face. We will show a fist coming towards the victims face and then cut to a shot of her showing crying emotions which avoids any actual violence being seen but will still be effective.
Just like the conventions of a music video we will use performing shots and narrative.

Semiotics
Denotation: What can I see?
Connotation: What does this signify?

Semiotics is the theory and study of signs and symbols.
From our video we want viewers to be able to read the signs and symbols clearly.
eg. in our music video we are showing performing act of a fist coming towards the victim.
The fist becomes a sign. The actual fist coming towards the face is the signifier. This signifies violence.


Iconic signs: which actually look like what they represent.
Symbolic/arbitrary signs: which have a meaning that must be culturally learned because they don’t actually look like what they represent.
Indexical signs: which have a connection to what they represent and are suggestive rather than directly resembling what they represent.

Our video should show more iconic signs as they are clear and simple to recognise what the actions and shots represent.

Intertextuality