Technical codes Technical codes are the ways in which media products are constructed using technical equipment such as cameras. Most contemporary media products are created with digital technology. Technical codes include the type of camera shot and the use of lighting. Print products also use technical codes of layout and design and use of typography. Audio-visual products also use technical codes of editing and sound. Camera shots The shot used in a media product can communicate a range of information. First, it is important to be able to identify the type of shot: • Close-up: The subject takes up most of the frame. A close-up of a character’s face shows their feelings and can help the audience to understand or empathise with the character. • Extreme close-up (ECU): The subject is very large and shown in detail; this suggests importance. An ECU might be used to demonstrate a product in an advert, for example, or to draw attention to a significant object in a television programme. • Medium close-up: This shows a person from the chest upwards. This type of shot is used frequently in television as it replicates the way we see people when we are close to them in real life. • Long shot: This shows a person, group or location in full. It can establish information about a character or location and might connote meanings about the action, for example that a character is in danger. • Low-angle shot: The camera is placed at a low level and looks up at a character or object which therefore appears large and dominant. An extremely low-angle shot looking directly upwards is called a worm’seye-view shot. • High-angle shot: This is where the camera is placed at a high level and looks down on a character or object, which appears small and insignificant. An extremely highangle shot looking directly downwards is called a bird’s- eye-view shot. Contemporary Current, of today: products that have been produced in recent years. Key Term This extreme close-up of a watch face might connote the significance of time passing if, for example, a major deadline is about to be reached. This low-angle shot makes the skateboarder look powerful and skillful. This close-up might connote positive emotion and confidence. This long shot establishes the location and shows the players around the ball to convey the action and communicate excitement. This high-angle shot of a city might connote that the institutions in the buildings are important, but the humans are insignificant. 18 WJEC/Eduqas GCSE Media Studies Revised Edition
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