Media Linguistics

Role of language in media

The study of media linguistics focuses on the use of language in the media. It considers the role language plays in mass communication and explores the relationship between language and the public. This includes the study of both traditional media (such as newspapers) and digital media (such as social media sites).

The media is an effective way to learn new information and new vocabulary. Through the media, we can access a lot of important information (such as the news). Much of what we read and hear every day comes from the language used in the media. It also provides entertainment (such as films, television, music).

Media language definition

Let's look at the definition of 'media language':

Types of media language

The different types of media language are:

• Written (things we can read)

• Visual (things we can see)

• Aural (things we can hear)

• Verbal (spoken language)

• Non-verbal (gestures, facial expressions, body language)

More than one type of media language can be used within the same medium. For example, television uses a combination of all the above types to convey meaning.

Language of mass communication

The language of mass communication refers to all the different texts produced by the mass media and distributed to the public. Mass media refers to various technologies that reach a wide audience through mass communication.

The four main types of mass communication are print, broadcast, transit, and digital. Each type of mass communication uses one or more types of media language to convey meaning.

Print media

Print media, also known as traditional media, concerns media communicated mostly through written language. Examples include newspapers, books, magazines and journals.

Broadcast media

Broadcast media refers to media that is communicated by electronic means, through visuals and/or audio. The three main types of broadcast media are radio, film and television.

• Radio - a medium of communication that relies on audio, transmitted through signals to reach audiences.

• Film and television - mediums of communication that combine visuals and audio to convey information.

Transit media

Transit media refers to media use in/around public areas and public transportation. For example, posters, billboards, and banners. These are usually associated with advertising, but are also used to raise awareness and spread information to the public.

Digital media

Digital media (also known as new media) concerns media communicated through a combination of the previous mediums and distributed on the internet. Because of this, it is easy to access, and information can be spread quickly on different platforms and in different formats. Examples include social media, websites, videos, emails, blogs and podcasts.

Social media has significantly altered the way we use language in some contexts.- Pixabay

Linear model of communication

Language transmission in the media can be understood through a communication model, referred to as the linear model. Created by Claude Shannon and Warren Weaver (1949), this model describes how information is sent in a single direction from one person/place to another. In this case, information is sent from the media to the public.

This model contains five elements:

Sender - The message is sent by an information source

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Encoder - The message is turned into signals

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Channel - The signals are transmitted via a medium

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Decoder - The signals are interpreted

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Receiver - The message is received by the audience

Use of language in media

When analysing media language, it is important to look at different aspects, such as:

• Denotation and connotation

• Codes and conventions

Denotation vs connotation

When analysing a media text, it is important to consider both the denotations and connotations of the meaning.

Denotation refers to the literal meaning of something. Think about the dictionary definition of the word.

Connotation refers to the feelings/emotions or cultural meanings we associate with something. Think about what can be implied beyond the literal meaning.

Codes and conventions

When analysing media texts, you should be aware of the different codes and conventions used in creating meaning.

Codes

The different codes are: symbolic, technical and written. Let’s take a look at each of these in more detail:

Symbolic codes

Communication through different visual signs. When analysing symbolic codes, you should consider the following elements:

Setting - When and where an event takes place.

Mise en scène (French for 'everything within the frame') - All the elements within the frame of a media text and how they have been arranged. This concerns:

• set design

• props

• costumes

• staging

Acting - Actors depict different characters in the media (such as television and film). They embody different characters by adjusting their:

• Voices (such as accents, pitch, tone)

• Body language

• Facial expressions

• Movement (such as their posture and the way they walk)

Colour - Colours can help to set the mood/emotion of something. They can often be specific to certain cultures, meaning they carry different connotations depending on where in the world they are used.

It is useful to look at the dominant colour throughout a media text, as this could set the overall mood. For example, if a film often uses a cool tone (such as blue), this could indicate a serious or melancholy mood. You could also consider contrasting colours (such as black/white and red/green) as these can represent conflicts between certain events or characters.

Technical codes

Communication through movement, photographic techniques and equipment. For example, the use of a camera in a film. When analysing technical codes, focus on the following aspects:

Camera work includes elements such as:

• Angles - Is it low angle, eye level, high angle, titled?

• Movement - Is it steady or shaky? Is it zooming in or out? Is it tilted?

• Framing - What is shown within the frame, or what is outside the frame?

• Lens - Is it shooting close up or far away? Does it focus on the foreground or background?

• Exposure - Is it bright or dark?

Editing refers to how the shots in a film are assembled and combined to create the finished product. This process includes four elements:

1. Graphic - editing graphic objects such as images.

2. Rhythmic - the flow between different shots controls the pace of the film.

3. Spacial - the flow between different shots controls the space in a film.

4. Temporal - the flow between different shots controls the time in a film.

Audio is the use of sound, such as dialogue, music, and sound effects. It can be:

• Diegetic - sounds that come from within a film, e.g. character voices, object sounds, background noise.

• Non-diegetic - sounds from outside a film's world (added in after filming) - e.g. sound effects, voice-overs, film soundtrack/score.

Lighting could be either natural (such as sunlight) or artificial (such as a lamp). Lighting can be used to highlight certain parts of a scene, drawing the audience's attention to them. Consider the following aspects:

• What direction is the light coming from?

• What is the light shining on?

• Where is the light coming from?

• What is the colour of the light?

Written codes

Communication through both written and spoken language (including dialogue and song lyrics).

When analysing written codes, you could consider:

• Vocabulary use (choice of words)

• Font (size, style, etc.)

• Punctuation

• Grammar

• Paralinguistic features (e.g. accent, pitch, volume, tone of voice)

Conventions

Conventions are the expected ways in which codes are used in certain situations. When looking at different conventions, there is a focus on genre, narrative and form.

Genre

Genre refers to a particular category or style of media text. Different types of media adhere to different genre conventions. This means they each have certain purposes and target audiences.

Each genre contains sub-genres. For example:

Narrative

Narrative refers to the ways a media text tells a story. Each media text has a different narrative. When analysing a narrative, consider whether it is linear or non-linear:

• Linear narrative - the story is told in chronological order (one event follows another). This makes the events easier to follow.

• Non-linear narrative - the story is not told in order. For example, there could be flashbacks or flash forwards that disrupt the story's time frame.

You should also consider the point of view in which the story is told. For example:

• First-person (I/me) - creates a connection between the narrator and the audience. The audience can gain a first-hand account of an event from the narrator's perspective.

• Second person (you) - directly addresses the audience, making them feel included.

• Third-person (he/she/they) - the narrator is not directly connected to the events they are recounting. This creates more of a distance between them and the audience.

Form

This refers to how codes are expected to be arranged in a media text. For example:

Media linguistics theories

Media linguistics theories are important to consider when analysing media language. They can help you understand different techniques used in the media and their effects on an audience. We will focus on three theories:

1. Hyperreality

2. Binary opposition

3. Intertextuality

Hyperreality

Sociologist Jean Baudrillard coined the concept of hyperreality in his work Simulacra and Simulation (1981). Baudrillard describes hyperreality as:

In other words, hyperreality deals with the idea that reality is merged with fiction, so there is no clear distinction between the two. This affects the ways we view media, as we may not be able to differentiate between what is represented by the media and the actual reality. For example:

Binary opposition

Claude Levi-Strauss coined the concept of binary opposition in 1958. This concept focuses on the use of narratives in media. Strauss proposed that most media narratives contain opposites (a contrast between pairs). For example: on/off, left/right, good/bad.

Intertextuality

The term intertextuality was coined by Julia Kristeva in her novel Word, Dialogue and Novel (1966). She refers to the idea that no text is purely original. Instead, the meaning of media texts is influenced by other texts. This helps us understand how texts have inspired one another and how they combine to create different works with interrelated meanings. All media texts take inspiration from other texts, so they can all be considered intertextual. Intertextuality can either be direct or indirect.

Direct intertextuality

The first type of intertextuality refers to making purposely clear that one text is referencing another. It allows the audience to make a direct association between texts.

Indirect intertextuality

Indirect intertextuality refers to when one text subtly alludes to another - it is not as obvious. It acknowledges the idea that everyone who creates a text will be inspired by other texts.