Recap - What are the key media

concepts (MIIRA)?

M_____ L_________
I__________
I__________
R_________
A_________
 What is semiotics?
• The study of s_______ and s______ and their
use and interpretation.
• Signifier: _______________
• Signified: _______________
What do we mean by wider contexts?
• H__________ (how the past influenced the
text).
• P_________ (the influence of government and
laws).
• S________ (what society was like at that time)
• C________ (how aspects of behaviour, beliefs
and identity influence the text).
 What do these terms mean?
• Denotation: ______________
• Connotation: _____________
• Codes: _________________________
• Conventions: ____________________
• Passive Audience: ________________
• Active Audience: _________________
• Encode: ________________________
• Decode: ________________________
What are Hall’s three ways to interpret
a text?
• P _____________
• N_____________
• O_____________
 Case Study
NHS Blood and Transplant online
campaign
 Objectives
• Be able to identify how the video has been
constructed to target a specific audience and
encode a specific message.
• To identify the importance and use of
representations and conventions.
 Context
• The video was funded and produced as part of
an NHS Blood and Transplant campaign
marketing campaign. It specifically targets the
black and minority ethnic community in order
to increase the number of donors from that
sector of society.
 Task - Watch the video twice and
mind map your initial ideas.
Consider the key concepts (MIIRA).

https://www.blood.co.uk/news-and-
campaigns/represent/
 Now watch again and answer these
language questions.
• What familiar conventions does the video
use?
• What is significant about the settings?
• Identify five different camera shots.
• What lighting techniques are used?
• How is the video edited? What techniques can
you identify?
 Main Task
• Working in individually, screen shot specific
examples of camera shots, lighting styles and
editing techniques.
• Paste these onto a document and annotate
them.
• How are they used to create meaning for the
audience?