Conventions and codes

Conventions in the case of media texts are generally accepted patterns of code that communicate a particular message. 

There are general conventions such as the use of quotes in a print article, but conventions are also genre specific. For example, in Westerns fights scenes are generally shot from a low angle, the setting is usually dusty and desolate, and even the sounds used within the scene are conventional, such as castanets, or some sort of whistle.

Codes:

There are three categories of codes that may be used to convey meanings in media messages:

TECHNICAL CODES, which include camera techniques, framing, depth of field, Mise en scene, editing,  lighting and sound;

SYMBOLIC CODES, which refer to objects, setting, body language, clothing and colour.

WRITTEN CODES in the form of headlines, captions, speech bubbles and language style.

The purpose of an film opening is to interest the audience and get them into watching the film. The opening should also establish the genre and characters, it can be done in many different ways.

How codes and conventions apply in media studies

Codes and conventions are used together in any study of genre – it is not enough to discuss a technical code used such as camera work, without saying how it is conventionally used in a genre.

For example, the technical code of lighting is used in some way in all film genres. It is a convention of the horror genre that side and back lighting is used to create mystery and suspense – an integral part of any horror movie.