In Media Studies, one of the most important tools at our disposal are visual codes and technical codes. We may also refer to sound codes, editing codes, narrative codes... the list goes on. It could be useful to stop a moment and consider the significance of this term.Codes:
Systems of meaning production, both textual and at production levels
Essentially codes are things we hear or see that allow us to understand what is going on in a media text. When we see or hear codes, we immediately attempt to decode them. Most of us are pretty good at this! We call the study of codes semiotics
Semiotics
Literally ‘the study of signs’, this is a concept referring to how meaning is constructed in language.
For example, think of the word rose. At its simplest level, it is just that, a word. However, it is not just a word by itself. The second you read or hear this term, an image is formed in your head. Stop for a moment, and think what the word rose connotes.
It is likely that when you hear the word rose, you think of love and passion and romance. Imagine giving a rose to your best friend, and the conclusions they would instantly jump to!
So just by looking at four letters, meaning has been constructed through language.
The word ‘rose’ is a signifier, something that produces meaning.
The concept of the rose in your head, regardless of size, colour or how many thorns it has, is referred to as the signified.
Symbolic codes
The symbolism or the deeper meaning behind an image. Seeing a character smoking a cigarette for example could symbolise rebellion, lower social status, being an outsider, or even criminality. Of course a lot of this depends on the audience's own opinions of smoking. An active audience can arguably come up with any interpretation they would like!
The power of language
The way we perceive reality is constructed by language we use. We use certain terms for certain things. For example in English, we only have a few words for ‘snow’. Snow, slush, sleet…
We don’t need to use many terms for it, so we don’t have many terms for it. The Koyukon Indians have many more words for snow, however.
Koyukon Indian words for ‘snow’ include...
snow;
deep snow;
falling snow;
blowing snow;
snow on the ground;
granular snow beneath the surface;
hard drifted snow;
snow thawed previously and then frozen;
earliest crusted snow in spring;
thinly crusted snow;
snow drifted over a steep bank, making it steeper;
snow cornice on a mountain;
heavy drifting snow;
slushy snow on the ground;
snow caught on tree branches;
fluffy or powder snow
One thing we do know all about from living in Britain is rain. You should be able to come up with many synonyms for rain. Pouring, drizzle, downpour, cats and dogs, spitting, chucking it down...
What is the signified for each word? How severe is each signified? Would you leave the house if it was chucking it down? What if it was drizzling?
"Should I put on a jacket?"
"Nah, it's just spitting"
Though we probably don't think about it, language is very powerful, and a word can have meaning beyond its basic meaning, completely dependent on the context it is used in.
Using different terms or signifiers can completely alter our perception of the world, and this does not just extend to he weather. Nelson Mandela was for many years described (even in UK newspapers) as a terrorist, but is now largely referred to as a freedom fighter. What is the effect of the use of these terms?What is the fundamental difference between these terms?
Conclusion
We can see that language can construct meaning for all of us. Media uses a completely different language, one based on visual codes and technical codes, but we can read it in pretty much the same way as we read English. Media Studies can make sure we are all speaking the same language. .
Links
Semiotics for beginners - If you want to read more about signs and signifiers, this online article is a great place to start.