Theorist-
1 - Semiotics - Roland Barthes (advertising, music videos, newspapers, magazines, online media) • Media products communicate a complex series of meanings to their audiences through a range of visual codes and technical codes. These codes can broadly be divided in to proairetic, symbolic, hermeneutic, referential, and so on. • After many years of codes being repeated, their meaning can become generally agreed upon by society. For example, a scar on the face of a character can function as a hermeneutic code, indicating to the audience that they are ‘the villain’. • Barthes also considered the importance of myths . Myths are stories and legends, which are passed down from generation to generation. They teach us why the world is the way it is, and also offer clues and instructions on how we behave. For example, in Greek myth of Narcissus, Narcissus was a particularly beautiful young man who turned down every woman as they didn't live up to his expectations. After he ignored Echo fo...