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Senior High
School

MEDIA
AND
INFORMATION
LITERACY
Quarter 3 – Week 7
Media Codes and Convention

Department of Education ● Republic of the Philippines

Media and Information Literacy - Senior High School
Quarter 3 – Week 7: Media Codes and Convention
First Edition, 2020

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Published by the Department of Education – Division of Cagayan de Oro Schools

Division Superintendent: Dr. Cherry Mae L. Limbaco, CESO V

Development Team of the Module

Development Team of the Module

Author/s: Marivic Labitad, Mary Ann S. Chiong,Appril Joy M. Getigan, Bienvenido

D. Codillo, Raymond John M. Baliling, Rosemary Grace J. Balayo, June
Zuseth O. Obsid, Therese Mae Maandig, Ariana Pauline G.
Fernandez,Malou B. Cagalitan

Focal Person: Dr. Jerry G. Roble

Division English/Reading Coordinator

Language Evaluators::Dr. Mark John Gabule, Dr. Phoebe S. Taruc

Face Validity Evaluator: Ms. Mary Anthony Sieras

Illustrators and Layout Artists: Mary Ann S. Chiong, Alma Shie;a Alorro, Sheena
Cascon, Ryan Roa
Management Team
Chairperson: Cherry Mae L. Limbaco, PhD, CESO V
Schools Division Superintendent

Co-Chairpersons: Alicia E. Anghay, PhD, CESE

Asst. Schools Division Superintendent

Lorebina C. Carrasco, OIC-CID Chief

Members Dr. Joel D. Potane, LRMS Manager

Lanie O. Signo, Librarian II
Gemma Pajayon, PDO II

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Department of Education – Bureau of Learning Resources (DepEd-BLR)
Office Address: Fr. William F. Masterson Ave Upper Balulang Cagayan de Oro
Telefax: (08822)855-0048
E-mail Address: cagayandeoro.city@deped.gov.ph

Senior
Senior High
High School
School

Media and
Information
Literacy
Quarter 3 – Week 7
Media Codes and Convention

This instructional material was collaboratively developed and reviewed

by educators from public and private schools, colleges, and or/universities.
We encourage teachers and other education stakeholders to email their
feedback, comments, and recommendations to the Department of Education
at action@ deped.gov.ph.

We value your feedback and recommendations.

Department of Education ● Republic of the Philippines

 Table of Contents

What This Module is About.......................................................................................i

How to Learn from this Module................................................................................ii

Icons of this Module.................................................................................................ii

Lesson 7:
Media Codes and Convention...............................................................................3
What I Need to Know:.........................................................................3
What I Know: (Pretest)……………………………………………………3
What’s In: Review…………………………………………………………4
What’s New: Guess What...................................................................4
What Is It: Media Codes and Convention...........................................5
What’s More: Post Card......................................................................10
What I Have Learned: Answer Me......................................................11
What I Can Do: Postcard Making ......................................................11

Summary………………………………………………………………………………..…12

Assessment: (Post-Test)………………………………………………………………...13

Key to Answers........................................................................................................14

References..............................................................................................................15
What This Module is About
Welcome to the 21st Century Society where the quality of information we
receive largely determines our choices and actions relevant to issues and concerns
affecting us. Driven by technological improvements in telecommunications, we adopt
the proliferation of media and other information providers where vast amounts of
information and knowledge are accessed and shared by everybody (Karklins, J.,
UNESCO).
This Module is a second part for the subject in Media and Information
Literacy, which paves the way towards more meaningful discussions and interactions
on the concept of Media and Information Literacy to Senior High School learners, as
viable foundation for college life.
This module contains varied activities to help you not just only an information
literate individual, but also a creative and critical thinker, responsible user, and
competent producer of media and information.
This module contains varied activities to help you not just only an information
literate individual, but also a creative and critical thinker, responsible user, and
competent producer of media and information.
The following are the lessons contained in this module:
1. The Media Codes
2. Convention
3. Lesson Activities

How to Learn from this Module

To achieve the preceding objectives, you are to do the following:
• Take your time reading the lessons carefully.
• Follow the directions and/or instructions in the activities and exercises
diligently.
• Answer all the given tests and exercises.

i
Icons of this Module

What I Need to This part contains learning objectives that

Know are set for you to learn as you go along the
module.

What I know This is an assessment as to your level of

knowledge to the subject matter at hand,
meant specifically to gauge prior related
knowledge
What’s In This part connects previous lesson with that
of the current one.

What’s New An introduction of the new lesson through

various activities, before it will be presented
to you

What is It These are discussions of the activities as a

way to deepen your discovery and under-
standing of the concept.

What’s More These are follow-up activities that are in-

tended for you to practice further in order to
master the competencies.

What I Have Activities designed to process what you

Learned have learned from the lesson

What I can do These are tasks that are designed to show-

case your skills and knowledge gained, and
applied into real-life concerns and situations.

ii
 Lesson

7 Media Codes and Conventions

Grade 12, Second Semester, Q3- Wk. 7

What I Need to Know

At the end of this module, you should be able to:

1. Identify codes, convention, and message and how they affect the audience,
producers, and other stake holders (MIL11/12MILA-IIIf-7)

How to Learn from this Module

To achieve the preceding objective, you are to do the following:

• Take your time reading the lessons carefully.

• Follow the directions and/or instructions in the activities and exercises diligently.
• Answer all the given tests and exercises.

What I Know

Pre-Test:

Multiple Choice. Choose the letter of the best answer from the given choices.

1. Media is a collective term for all communication medium such as books,

newspapers, radio, television, film and the Internet.
A. True B. False
C. Maybe D. Neither True or False

2. A media and information literate individual knows how to examine and take apart
the media message so that its parts are exposed to him.
A. True B. False
C. Maybe D. Neither True or False

3. It pertains to the codes, conventions, formats, symbols and narrative structures

that indicate the meaning of media messages to an audience.
A. Languages B. Media Types
C. Media Languages D. Media Sources

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4. These are systems of signs which when put together create meaning.
A. Languages B. Codes
C. Media Languages D. Conventions

5. It refers to the recipients of information or the consumers of media.

A. Media audience B. Media producers
C. Media Languages D. Media Sources

What’s In

In our previous lesson, we have learned the various types of media: the Print
Media, Broadcast Media, and the New Media. Additionally, we have learned that
popular sources are the libraries, the internet and indigenous source

What’s New

Activity 1. Identify the following signs and symbols used to convey

information (ex. brand, company, and others).The first one is done
for you as your guide.

Symbol Meaning/What It Represent

Example Facebook

4
 What Is It

The preceding exercise is designed to prime you to the idea that media
codes and conventions serve as the building blocks of all the media around us.

Media Codes and Convention

Media codes generally have an agreed meaning, or connotation, to their audience.

There are three types of media codes, symbolic codes, technical
codes and written codes. Conventions are expected ways in which codes are
organized in a product.

SYMBOLIC CODES

-are social in nature. These codes

live outside the media product
themselves, but would be understood in
similar ways in the ‘real life’ of the
audience. For instance, if you see
somebody receiving a red rose in a film, you would assume there is a romantic
relationship between the two characters. If you give somebody a red rose in real life,
you might be hoping the same. Symbolic codes in media include setting, mise en
scene, acting and color.

Setting

-is the time and place of

the narrative. A setting can be
as big as the outback or space,
or as small as a specific room.
Setting can even be a created
atmosphere or frame of mind.

Mise en scene

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 Is a French term meaning ‘everything within the frame’. In media terms, it has
become to mean the description of all the objects within a frame of the media
product and how they have been arranged.

An analysis of mise en scene includes:

 Set Design
 Costume
 Props
 Staging and Composition

Acting
Actors portray characters in
media products and contribute to
character development, creating
tension or advancing the narrative.

The actor portrays a character

through:

 Facial expression
 Body Language
 Vocal qualities
 Movement
 Body contact

Color
-has highly cultural
and strong connotations.

The different aspects to consider are:

 Dominant color
 Contrasting foils
 Color symbolism
TECHNICAL CODES

-are codes specific

to a media form and do not
live outside of them. For
instance, our
understanding of different
camera shots and their
connotations make sense
when we look and films

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and photographs, but mean nothing to us outside of those forms. Technical codes in
media include Camerawork, Editing, Audio and Lighting.

Camerawork
-refers to the process of
operating, positioning, and
moving the camera. for
specific effects. Aspects of
camerawork include:

 Positioning
 Movement
 Framing
 Exposure
 Lens choice

Editing

-is the process of choosing, manipulating and arranging images and sound.
Editing is generally done for four different reasons:

 Graphic edits
 Rhythmic edits
 Spatial edits
 Temporal edits

Audio

-is the expressive or

naturalistic use of sound.
Audio can be diegetic or non
diegetic. The three aspects of
audio are:

 Dialogue
 Sound effects
 Music

7
 Lighting

-is the manipulation of

natural or artificial light to
selectively highlight specific
elements of the scene.

Elements of lighting includes

 Quality
 Direction
 Source
 Colour

WRITTEN CODES

-are the formal

written language used in a
media product. Written
codes can be used to
advance a narrative,
communicate information
about a character or issues
and themes in the media
product.

Printed language is a text you can see within the frame and how it is
presented. Spoken language, which includes dialogue and song lyrics.

CONVENTIONS

-are accepted ways of using

media codes. Conventions are closely
connected to the audience expectations
of a media product. Different types of
conventions include form
conventions, story
conventions and genre conventions.

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Form Conventions

-are the certain ways/

types of media’s codes to be
arranged. For instance an
audience expects to have a title
of the film at the beginning, and
then credits at the end.
Newspapers will have a
masthead, the most important
news on the front page and
sports news on the back page. Video games usually start with a tutorial to explain the
mechanics of how the game works.

Story Conventions
-are common
narrative structures and
understandings e common
in story telling media
products.

Examples of story conventions include:

 Narrative structures
 Cause and effect
 Character construction

Point of

View
Genre Conventions

- point to the common use of tropes, characters, settings or themes in a

particular type of medium. Genre conventions are closely linked with audience
expectations.
Genre conventions can be formal or thematic.

9
 What’s More

Activity 2. Below is a postcard of the Boracay Island. Identify the key symbolic and
technical codes found in it.

What I Have Learned:

Answer Me

This lesson emphasizes that media codes and conventions are like the
building blocks of all the media around us. __________ are systems of signs which
when put together create meaning. There are three types of media codes: symbolic
codes, technical codes and written codes. ________________, on the other hand,
are the rules, habits or generally accepted ways of doing things

10
 What I can Do

Activity 3. Draw a postcard for a place or organization of your choice using any
material available to you. Identify the key technical and symbolic codes would
you use to convey important information and create the desired impression.

11
Summary

Types of Media Codes

 Symbolic Codes 
 Technical Codes
 Written Codes. 
.
 Symbolic codes are social in nature.
 Setting is the time and place of the narrative
 Mise en scene Is a French term that means ‘everything within the frame’
 Actors portray characters in media products and contribute to character
development, creating tension or advancing the narrative.

 Color has highly cultural and strong connotations

 Technical codes are codes that are specific to a media form and do not live
outside of them

 Camerawork refers to how the camera is operated, positioned and moved for
specific effects

 Editing is the process of choosing, manipulating and arranging images and

sound.
 Audio is the expressive or naturalistic use of sound. Audio can be diegetic or
non diegetic.

 Lighting Is the manipulation of natural or artificial light to selectively highlight

specific elements of the scene.
 Written codes are the formal written language used in a media product.
 Conventions - are expected ways in which codes are organized in a product.

 Form conventions are the certain ways we expect types of media’s codes to
be arranged
 Story conventions are common narrative structures and understandings that
are common in story telling media products.

 Genre conventions point to the common use of tropes, characters, settings

or themes in a particular type of medium.

12
 Assessment: (Post-Test)

Multiple Choice. Choose the letter of the best answer from the given choices.

1. Media is a collective term for all communication medium such as books,

newspapers, radio, television, film and the Internet.
A. True B. False
C. Maybe D. Neither True or False

2. A media and information literate individual knows how to examine and take apart
the media message so that its parts are exposed to him.
A. True B. False
C. Maybe D. Neither True or False

3. It pertains to the codes, conventions, formats, symbols and narrative structures

that indicate the meaning of media messages to an audience.
A. Languages B. Media Types
C. Media Languages D. Media Sources

4. These are systems of signs which when put together create meaning.
A. Languages B. Codes
C. Media Languages D. Conventions

5. It refers to the recipients of information or the consumers of media.

A. Media audience B. Media producers
C. Media Languages D. Media Sources

13
Key to Answer

14
References

 https://drive.google.com/file/d/1YVB0qnuqIQp8NOcXW1Vzd7gy60vx8vaq/view?
usp=sharing

 https://www.youtube.com/watch?v=tD63b6Z-Tr0

 https://www.youtube.com/watch?v=J9APrV5cYnE

 https://www.youtube.com/watch?v=6W70YkNjFKY

 https://www.youtube.com/watch?v=WhijmmePlU8

 https://www.youtube.com/watch?
v=HuxNcpC9a0A&list=PLvqJQQNqUbBSD9TLTO7EcEGP1KvRWbGDh&index=3

For inquiries and feedback, please write or call:

Department of Education – Bureau of Learning Resources (DepEd-BLR)

DepEd Division of Cagayan de Oro City

Fr. William F. Masterson Ave Upper Balulang Cagayan de Oro
Telefax: ((08822)855-0048
E-mail Address: cagayandeoro.city@deped.gov.ph

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