theories revision

micro means small that can be observed (can see)

macro means large that can't be observed (can't see)

micro- tagline, anchorage, by-line, barcode, price.

macro- register, representation, tone, target audience. 

representation means- how different groups of people, idea and ideologies are portrayed by the media. 

Walter Lippman said for representation to be meaningful to audiences there needs to be shared recognition of people, situations and ideas, such as stereotypes. 


Roland Barthes- argued that there are two levels to any sign or visual representation connotation and denotation. 

semiotics- an investigation into how meaning is created and how meaning is communicated. 

ideology is a set of beliefs or philosophies attributed to a person or group of persons. 

symbolic code- something that symbolises it like a heart means love. 
semantic codes- something signifying something such as horror having a lot of reds and black. 
action codes- if someone sees something we know they are gonna do it, if someone pulls out a gun we think your gonna shot them. 
enigma codes- mystery, when i tells yo to look or search for something to encourage you to look at it 
cultural code- when it relates to a certain culture 




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