Media doesn't mirror reality

it structures and manipulates reality into organized patterns for efficiency's sake

(coding systems)

the way media shapes reality may not match up with the way audiences interpret that shaping

ex. crime shows (forensics)

Building Blocks of Codes

1. Symbols - organizing ideas that attach meaning to words or images

question - do people have the necessary skills to interpret symbols?

ex. a rainbow

symbols are often culturally bound

Symbols can be:

Personal - held by an individual or small group, can be deeply significant but aren't of much communication value beyond the small group

Social - held by larger groups or even an entire culture, these symbols are well positioned to be used by the media (or changed by the media)

ex. Native American mascots

Tropes/Memes/Stereotypes

Archetypal - when symbols cross cultures and become universal

ex. Mickey Mouse? Coke? the Cross?

symbols can increase or decrease in significance over time

when media choices are small, the media can be a powerful symbol creator, when media choices are large, it can lose that power

Symbols can be typed into larger constructs

1. Ritual - an act or series of acts which bring about a satisfactory resolution to a problem

ex. Home Improvement - how Tim gets in/out of trouble

2. Mystique - when audiences believe the ritual solves the problem

in reality or in media

ex. is this how a comedy should be structured?

is this how I should strucure problem solving?

either can become "sacred" - you can't mess with the structure

3. Myth

when mystique becomes so infused it becomes a value or faith statement (told and retold)

ex. Aesop's fables, parables

can be true, based on truth, or made up

myth can be universal, culture specific, subcultural

ex. gods, ancient aliens, Yeti/Bigfoot, Loch Ness Monster

Star Trek "Bread and Circuses" (1968)