Lesson 1 Role of language in media

Binary opposition

Claude Levi-Strauss coined the concept of binary opposition in 1958. This concept focuses on the use of narratives in media. Strauss proposed that most media narratives contain opposites (a contrast between pairs). For example: on/off, left/right, good/bad.
Binary opposites are often used for propaganda purposes in the media. In the news, left and right-wing politicians are presented as binary opposites due to their contrasting political views. This creates a biased view and persuades the audience to pick a side!
In literature or film, there are often opposing characters; the protagonist (viewed as 'good') and the antagonist (viewed as 'bad').

Media Linguistics - Key Takeaways

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  Media language refers to the different aspects of media that communicate meaning to an audience. Types of media language are: written, visual, aural, verbal, and non-verbal.
  
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  The language of mass communication refers to all the different texts that are produced by the mass media and distributed to the public. The types of mass communication are: print, broadcast, transit and digital.
  
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  The linear model of communication consists of: a sender, encoder, channel, decoder and receiver.
  
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  Denotation refers to the literal meaning of something. Connotation refers to the feelings/emotions or cultural meanings we associate with something.
  
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  Codes are signs that have the potential to create meaning. The different codes are: symbolic, technical and written. Conventions are the expected ways in which codes are used in certain situations. There is a focus on genre, narrative and form.
  
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  A few media linguistics theories are: hyperreality, binary opposition and intertextuality.