Codes & Conventions (WJEC Eduqas GCSE Media Studies): Revision Note

Codes and conventions

• Codes and conventions are the systems and practices used to create meaning in media and communication 

• Codes are the signs and symbols (like colour, a camera angle or a specific word) that carry meaning

• Conventions are the accepted ways these codes are used together to create a specific effect or type of message

• Conventions are considered to be “the rules” a media text follows

  • Example 1: A haunted house is a convention of the horror genre

  • Example 2: A layout convention for a film poster is for the title to be in the bottom third of the design

• They work together to form a shared language that helps audiences understand a media text

• Codes can be categorised to help us analyse more deeply

Visual codes

• Visual codes are all the things the audience can see in a media text

• They help communicate meaning and mood quickly without dialogue

• Visual codes include costume, facial expressions, clothing, objects, colour and setting

  • Example 1: Red can communicate anger, love or danger

  • Example 2: A suit can connote professionalism, success or wealth

Technical codes

• Technical codes are the camera and editing techniques used to tell the story, guide the audience and communicate meaning

• They control how the audience feels and what they focus on

• Technical codes include camera angles, shots and movements, editing, sound and special effects (SFX)

  • Example 1: A low angle camera shot makes a character look powerful

  • Example 2: Tracking a character through a scene enhances action

  • Example 3 : Fast cuts create excitement, slow cuts build tension

Repetition of codes

• Media texts often repeat certain codes and conventions so that audiences recognise genres or types of products

• Repetition builds familiarity and helps audiences interpret meaning quickly

  • Example: horror films repeat dark lighting, jump scares, isolated settings