The key to media's hidden codes - Ben Beaton

Summary

This script explores the influence of technical codes in media on our perceptions and behaviors. It explains how codes, like traffic signals, require recognition and context for meaning. The script categorizes codes into Symbolic, Written, and Technical, each with subcategories that affect our emotions and decisions. It encourages viewers to be aware of these subconscious manipulations and to appreciate the power of media in shaping our world view.

Takeaways

• 🧠 **Media Influence**: We subconsciously decode media messages that influence our thoughts, actions, and feelings.
• 🌟 **Expertise in Decoding**: By engaging with media, we become experts in understanding its hidden messages.
• 🚦 **Technical Codes**: Codes are systems of signs and symbols that require recognition for effective communication.
• 🌈 **Contextual Meaning**: The meaning of codes is determined by their context within a set of signs and symbols.
• 🔴 **Symbolic Codes**: Colors, objects, and animals can represent different meanings based on their context.
• ✍️ **Written Codes**: Words and phrases can be used to convey complex ideas or trigger subconscious responses.
• 📸 **Camera Techniques**: Camera angles, framing, and lighting are used to manipulate the viewer's perception.
• 👀 **Selective Visibility**: What is shown or hidden on screen can greatly affect the message conveyed.
• 💡 **Educational Value**: Understanding media codes is portrayed as an engaging and enlightening pursuit.
• 🗣️ **Word of Mouth**: Personal recommendations are a powerful form of advertising, influencing others' choices.

Q & A

What is the primary function of the technical codes discussed in the script?

The primary function of technical codes is to influence how you think, act, or feel by decoding images, sounds, and other media elements subconsciously.

How does the script describe the process of absorbing information from media?

The script describes the process as being similar to a sponge absorbing water, where every detail from words to camera angles is designed to elicit a specific response.

What are the two criteria that constitute a code according to the script?

A code must be recognized by all who read it, and it must be given meaning by its context.

Why is context important for interpreting codes?

Context is important because it helps to fully interpret or decipher a code by showing how it relates to other signs and symbols.

What is an example given in the script to illustrate the importance of context?

The example given is two intersecting lines, which without context could represent various things, but with the addition of a crescent moon and a circle with a line, they are revealed as the letter 'T'.

How does the script categorize the family tree of technical codes?

The script categorizes the family tree into Technical Codes, Senior with three sons: Symbolic Codes, Written Codes, and Technical Codes, Junior.

What does Symbolic Codes represent in the family tree of technical codes?

Symbolic Codes represents codes that are about representation, such as colors, objects, and animals that convey meaning based on context.

What are the three sons of Written Codes and what do they do?

The three sons of Written Codes are 'You and Only You', 'Buzzwords', and 'Catchphrase'. They are about conveying a lot with a little or planting a word in your subconscious to trigger a response.

How does the script use the word 'you' to illustrate Written Codes?

The script uses the word 'you' repeatedly to make the viewer feel that the message is directed specifically at them, addressing their needs and desire to learn.

What is the role of Technical Codes, Junior in the script?

Technical Codes, Junior represents codes related to camera angles, framing, and lighting, which influence how objects, people, and places are shot and what is seen or not seen on screen.

What is the purpose of the video according to the script?

The purpose of the video is to educate viewers on the relationship between technical codes and their role in shaping understanding of the world through media, making the idea of being educated about media consumption fun and interesting.

How does the script suggest that viewers can engage with the concept of technical codes?

The script suggests that viewers can engage by soaking up the information, recognizing the impact of technical codes, finding examples, and spreading the word.

Outlines

00:00

📺 Media Influence and Technical Codes

The first paragraph discusses how media influences our thoughts and feelings through various technical codes. It explains that we absorb information from all forms of media, and our brains subconsciously decode these messages. The paragraph introduces the concept of technical codes, which are sets of codes and conventions that work together to elicit specific emotions or actions. It gives an example of traffic signals to illustrate the importance of recognizing codes for a system to function. The paragraph then explains how context is crucial for interpreting codes, using the example of two intersecting lines that gain meaning when additional symbols are introduced. It introduces the family tree of technical codes, which includes Symbolic Codes, Written Codes, and Technical Codes, Junior, each with their own branches representing different aspects of media communication.

05:02

🗣️ The Power of Word of Mouth

The second paragraph emphasizes the impact of understanding technical codes on our perception of media. It suggests that by recognizing these codes, we can become aware of how they subconsciously influence our thoughts and actions towards products and ideas. The paragraph highlights word of mouth as a powerful advertising medium, encouraging the audience to absorb the information about technical codes and share it with others. It concludes by urging the audience to find examples of these codes in action and to spread awareness about their influence.

Keywords

💡Technical Codes

Technical Codes refer to the set of visual and auditory conventions used in media to communicate messages or ideas. In the video, they are likened to a family tree with branches representing different types of codes. These codes are integral to how media influences perception and behavior, as they are the tools used to encode messages that viewers subconsciously decode.

💡Symbolic Codes

Symbolic Codes are a subset of Technical Codes that involve the use of symbols to represent ideas or concepts. The video explains that these codes are about representation, such as the color red symbolizing danger or stop signals in traffic lights, which is a direct example from the script.

💡Written Codes

Written Codes are another subset that includes language-based communication strategies like 'You and Only You', 'Buzzwords', and 'Catchphrases'. They are designed to resonate with individuals on a personal level or to quickly convey complex ideas. The video emphasizes how these codes can be used to make a product or idea seem more appealing, as seen with the repeated use of the word 'you' to create a sense of direct address.

💡Context

Context is crucial for interpreting codes, as it provides the necessary framework to understand their meaning. The video uses the example of intersecting lines that could have multiple interpretations until additional symbols are introduced to provide context, transforming them into the letter 'T'.

💡Manipulation

Manipulation in the video refers to the intentional use of Technical Codes to influence thoughts, feelings, or actions. It is discussed in the context of media messages that are designed to make viewers feel a certain way or to persuade them to adopt certain behaviors, such as purchasing a product.

💡Subconscious

The Subconscious is mentioned in relation to how viewers process media without being fully aware of the codes at work. The video suggests that by understanding these codes, viewers can become more conscious of how media influences them, which aligns with the theme of media literacy.

💡Camera Angles

Camera Angles are part of Technical Codes, Junior, and they significantly affect how viewers perceive what they see. The video explains that a high angle can make a subject appear small and powerless, while a low angle can make them seem dominant, which is a direct example of how the camera's position can manipulate perception.

💡Framing

Framing is discussed in the context of what the camera chooses to capture and what it leaves out. It's about the composition of a shot and how it can guide the viewer's focus and interpretation, which is a subtle but powerful aspect of Technical Codes.

💡Lighting

Lighting is used to set the mood and tone of a scene, influencing the viewer's emotional response. The video implies that lighting can be used to make a scene feel dramatic, peaceful, or ominous, which is a part of the Technical Codes that shape viewer experience.

💡Word of Mouth

Word of Mouth is highlighted as a powerful advertising medium. The video suggests that by understanding and discussing the impact of Technical Codes, viewers can influence others, spreading awareness about media's persuasive techniques.

💡Media Literacy

Media Literacy is the overarching theme of the video, encouraging viewers to be educated consumers of media. By recognizing and understanding Technical Codes, viewers can critically engage with media, which is the central message of the video.

Highlights

Media consumption is a form of information absorption, akin to a sponge taking in water.

Media details like words, images, colors, sounds, and camera angles are designed to influence thoughts and feelings.

The audience is already experts in decoding media's hidden messages due to constant interaction.

Codes are a set of conventions that work together to evoke specific emotions or actions.

For a code to be effective, it must be recognizable by all who read it, like traffic signals.

Codes gain meaning through context, relating to surrounding signs and symbols.

The example of intersecting lines illustrates how context provides concrete meaning to abstract symbols.

Technical Codes, Senior has three sons: Symbolic Codes, Written Codes, and Technical Codes, Junior.

Symbolic Codes involve representation, such as red signifying danger or stop depending on the context.

Written Codes include techniques like 'You and Only You', buzzwords, and catchphrases to trigger subconscious responses.

Technical Codes, Junior encompasses camera angles, framing, and lighting to influence perception.

Camera placement can make subjects appear small or powerful, influencing the viewer's perspective.

Media is used to manipulate viewers into adopting ideas or purchasing products.

Understanding technical codes can make individuals aware of media's subconscious influence.

Word of mouth is identified as one of the most powerful advertising mediums.

The transcript encourages individuals to recognize and spread awareness about media's impact.

Transcripts

Transcriber: Ido Dekkers Reviewer: Emma Gon

(Music)

Every movie you've ever seen,

every TV show, every magazine,

every time you surf the Internet,

you're absorbing information,

a bit like a sponge absorbs water.

The words on the screen, the images,

the colors, the sounds, the angle of the camera,

every detail is designed to make you think,

act or feel a certain way.

Your brain is subconsciously decoding images and sounds,

and just by being alive today,

by interacting with and reading all these different types of media,

you're already an expert

at decoding and understanding these hidden messages.

A set of codes and conventions that work together

to make you feel happy, angry, afraid, excited.

To make you want to buy a particular product --

a refreshing drink, a new phone.

To style your hair a certain way.

To cheer for the hero or boo the villain.

Welcome to the family tree of technical codes.

So what constitutes a code?

First of all, it has to be recognized by all who read it.

Imagine a busy city where motorists don't know how to read the traffic signals.

We all have to know red equals stop,

green means go, for the system to work.

Otherwise it would be chaos.

Secondly, codes are made meaningful by their context.

We can't fully interpret or decipher a code

until we see how it relates to other signs and symbols.

Look at these two intersecting lines.

Without any context, things around the code to help you understand or make meaning from it,

it's hard to know exactly what these lines represent.

They could be a cross, symbolizing religion,

an add sign, symbolizing a mathematical concept,

the letter T from the alphabet,

or they could just be two lines intersecting.

If we add a crescent moon shape,

and a circle with a line on it in front,

the two lines now have a context,

a relationship to their surroundings,

and are magically revealed as the letter T.

By adding additional information around the code,

we've changed its context, and therefore given it a concrete meaning.

Let's meet the family.

Technical Codes, Senior has three sons:

Symbolic Codes, Written Codes and Technical Codes, Junior.

Symbolic Codes has three sons:

Symbolic Color, Symbolic Objects

and Symbolic Animals.

This branch of the family is all about representation.

Red represents hot

or stop or danger, depending on its context.

So if you see a red light above a yellow and a green light

on a pole above the road,

you know by this context that the light represents stop.

Written Codes has three sons:

You and Only You, Buzzwords and Catchphrase.

These guys are all about saying a lot with a little,

or planting a word in your subconscious

that triggers a response whenever you hear or read it.

Have you noticed how many times I've said the word "you?"

You should feel like it's directed specifically at you, and only you,

that it's addressing your needs and desire to learn about your world.

If I tell you that all the cool, fresh and hip people are buying

a new drink or wearing a particular brand,

the buzzwords "new," "fresh" or "free"

make the product seem more interesting and appealing.

If I wrap that product or idea in a simple phrase

that's easy to remember and becomes part of your everyday speech,

then every time you hear or say those few words,

your brain connects them to the product.

So Just Do It, Think Different,

and Enjoy the power of the catchphrase.

And Technical Codes, Junior has three sons:

Camera Angles, Framing and Lighting.

For these boys, it's all about how the camera is placed,

how objects, people and places are shot,

and what we see on screen -- or just as importantly, what we don't see.

When the camera is placed high above the subject,

it makes you look small, insignificant and powerless.

And the reverse is also true, when the camera is below.

So is this video trying to manipulate you to buy something?

Yes, an idea.

The idea that understanding the relationship between technical codes

and the role they play in shaping your understanding of the world around us

through the media we consume is fun and interesting.

Is it trying to make you feel a certain way?

Absolutely.

Every image, every word,

has been carefully crafted to work together

to make you feel positive about the idea

that you need to be educated to engage with what you read,

watch and listen to in movies,

TV shows, magazines

and on the Internet.

By understanding these codes,

and how they work together to subconsciously change the way you think,

feel and act towards products and ideas,

you'll be aware of these techniques

and able to identify their impact on you.

One of the most powerful advertising mediums in the world

is word of mouth.

If you've ever recommended a product or movie, a service, or even a video online,

then you've played your part in passing the message.

So soak all this information up.

Recognize how the family tree of technical codes

works on you, and those around you, to make an impact

Find excellent examples,

and spread the word.