What are Codes and Conventions?
Codes and conventions are typical occurrences or techniques, used in a particular media product, which construct meaning. Categories of codes in music videos include:
- Narrative codes - narrative type, linear, non-linear
- Technical codes - cinematography, mise-en-scene
- Audio codes - diagetic, non-diagetic, lyrics, music
Codes and conventions are important because when the audience begins to recognise certain codes and conventions within a media product, it helps them to associate the media product with a particular genre. Codes and conventions also provide a structure that can be understood by the audience. Finally, conventions can ensure that the visuals of a particular media product fit the genre expectations and content expectations of the audience.
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