A-Level Media Studies: Back to basics

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Semiotics is the study of signs and symbols. Every aspect of a media product is a sign, whether it is a shot type, camera angle, graphic, font, sound effect or any other part of media language. So, semiotic analysis is pointing out what the different parts of a media product mean.

It varies depending on the question, but it's safe to say that most of your mark in the exam will come from semiotic/textual analysis. Really what you need to do is to say what something is, and then to say what it means. And that right there is the basics of media studies. Of course, to get a higher grade, you will need to go on to discuss WHY the producer encoded (or 'put in') this meaning, HOW the audience interprets it, and WHAT effect this message has on the target audience, as well as the group being represented.

But for now, let's go back to basics. We're going to make this REALLY basic, but if you want to read more on the relationship between signs and signifiers, check out this in-depth guide from Daniel Chandler.

1 - Example of textual analysis

Step one - Stating the obvious (denotations)

Let's start by pointing out the obvious. Stating it this bluntly in the exam isn't going to get you any marks, but it helps to scan the product and to think about what you can actually see. These literal or basic meanings are called dennotations. Try to list as many as possible.

Red background
Young woman
Palm of hand outstretched
Glossy hair
"The expert for damaged hair"
Red and white bottle
Shiny bottle
Curvy bottle
"Paris"
Black eyelashes
Red full lips
Strappy top
"Because your worth it"
Free conditioner
Curvy gold line on the bottle

Step two - Media language

Clearly, stating the obvious is not going to get you particularly far in the exam. In fact, it will get you absolutely no marks at all! The reason for this, is that in order to justify your grade, and to prove to the examiner that you actually turned up to a media studies lesson at one point, you need to use media language.

Red background - SETTING
Young woman - MID-SHOT
Palm of hand outstretched - GESTURE
Glossy hair - MISE-EN-SCENE
"The expert for damaged hair" - TEXT
Red and white bottle - PROAIRETIC CODE
Shiny bottle - HERMENEUTIC CODE
Curvy bottle - SYMBOLIC CODE
"Paris" - ANCHORAGE
Black eyelashes - MISE-EN-SCENE
Red full lips - SYMBOLIC CODE
"Because your worth it" - DIRECT MODE OF ADDRESS

TOP TIP - Certain media language terms can be used in lots of different situations. Mise-en-scene, for example, is a really useful term, because it means anything that has been 'put in the shot' by the producer. So everything you see is mise-en-scene! Formidable!

Step three - Reading too much into things

Don't pay much attention to this subtitle: you can pretty much never read too much in to things in media studies. In your response, you need to consider the deeper or connotative meaning of a media product.

In order to do this, you will essentially be saying

the [media language] connotes...

over and over again. Of course, you will need to mix up your language in order to make your response

The red background is connotative of love, passion and individuality...
These themes are further emphasised through the gesture of the model, placing her outstretched hand directly in to the audience's face in a demonstration of confidence and defiance...
The mise-en-scene of the model's full, red lips functions as a symbolic code, making reference to themes of love, sex and sexuality...
This is further anchored for the target female audience through the symbolism of the curves of the bottle, which resemble the stereotypically ideal body type expected of women...
The product's stratus as fashionable is reinforced through the prominent use of the word Paris, which is displayed in a bold, sans-serif font. The city of Paris has long held associations with fashion, that the target audience would easily be able to recognise...

Wait, what?

You might be thinking at this stage, what does the shape of a bottle have to do with sex and/or body types? Why does red mean individuality? Perhaps the model doesn't look at all confident to you, and perhaps her gesture means vulnerability instead?

Well, no matter what response you provide, as long as you are able to relate it to media language, and as long as it is not absolutely ridiculous, you are right!

This means that different students will present completely different responses, and will both receive full marks, as long as their point of view comes across. Unlike several other subjects, A-level media studies factors your point of view in to the strength of your argument. If you have a strong opinion on something, you will get a better mark. So make sure your own opinions come through.

And if in doubt... blag it! "I don't know" will get you precisely zero marks. But making up a response on the fly is an excellent technique... as long as you use media language and reference to higher level concepts such as audience and representation to back your points up!

2 - Analysing print adverts

The following print adverts were all published in UK newspapers (with the exception of the Adidas advert which was printed in an Indian newspaper). Pick two adverts, and go through the three steps of semiotic analysis. It may help to use these three headings: