Codes

Codes are used to establish meaning within a text. Through denotation we come to understand what message is trying to be conveyed visually and whether it conforms to what is considered socially acceptable or is controversial, and challenges social norms.

Technical codes - the way a shot is technically constructed through shot types, angles, lighting, framing, etc. It is associated with the cinematography of a visual text.

Kanye West ft Jamie Foxx Gold Digger (Link: http://www.youtube.com/watch?v=6vwNcNOTVzY)

In terms of proxemics, Jamie Foxx is in the foreground of the shot, directing the audiences focus to Jamie Foxx, whereas Kanye is in the background but still a focal part of the shot. The shot cuts of at Jamies chest, creating a mid-shot establishing an emotionally neutral atmosphere and almost conversational aspect of the video, but allowing expression of his hand and face to be in detail. Kanye is in long shot and the focus of Kanyes body is slightly out of focus and the cream of his jacket blends in to the white of the set, meaning Kanye is of little importance in this shot.

Verbal codes concerned with everything either written or spoken in a text.

(She take my money, when Im in need. Yes shes a triflin friend indeed)

Verbal codes are probably the easiest way of communicating a message within a visual text. The lyrics help express who the target audience is. The contraction of the word trifling to triflin belong to the semantic field of the lower-class southerners. Also the voice and style of singing belongs to the southern blues of the 1930s or a Negro Spiritual.

 Symbolic codes are visual/verbal codes that can be decoded we look at what is denoted and take the connotations and apply them into our cultural frame of reference from either other media texts (maybe intertextuality) or the comment the text has on something culturally significant.
Kanye West Heartless. (Link: http://www.youtube.com/watch?v=Co0tTeuUVhU)

In the images above we see paintings of two culturally iconic images of The Jetsons. A cartoon by Hanna-Barbera broadcast and popularised in the 1980s. The second picture denotes The Campbell Soup prints produced by pop-artist Andy Warhol in 1962. These images have appeared in various media texts in recent years.

Conventions
Conventions are the common way of how a media text is represented or certain features that are usually present in a media text.

Boy Bands
N-Sync - Its Gonna Be Me (Link: www.youtube.com/watch?v=GQMlWwIXg3M)

All videos have cutaway parts from the narrative where there is an element of performance, often dancing and there are close-ups of the band, particularly of the lead singer. The videos are usually shot in candy-pop colours to connote the childfriendly music and representational of the wholesome images of the band and conform to social values.
Backstreet Boys Everybody (Backstreets Back). (Link: http://www.youtube.com/watch?v=6M6samPEMpM)

They also tend to incorporate intertextuality with the band parodying culturally iconic moments or featuring cameos from celebrities.