Each type of medium has the power to “have its own language”. Different types of media can be produced in a certain way to change its variables. Media grammar can sometimes be a little more difficult to translate into certain mediums because most of the time it is different than what goes on in real life. In order to properly recognize or understand media grammar one must be aware of “the standard range of production variables within each medium, as well as recognizing the ways in which variables are typically used to attempt to shape perception and response to mediated communications”. There are many different ways grammar variables can be recognized according to specific types of media. Let’s look at the different grammar variables for TV/film for example. Most photo variables, all audio variables, visual fade in/out, cuts dissolves, cross-cutting, length of shots, follow focus, and even juxtapositions of sound and images can all be manipulated so we see the media in a different form according to Meyrowitz. Another popular media, which can also have several grammar variables that most people do not pick up on, are radio and audio. Both of these can manipulate mike pick up patterns, sound perspective, electronic volume, cross-fade, echo, speed changes, channel separation, frequency filters and so much more to alter the perception of what we hear via this medium.
To get a better understanding of media grammar literacy, let’s look at any TV show on the food network such as “Diners, Drive-Ins and Dives”. There are several different ways this medium shapes our perception of what is really going on. Anytime the host of the show says something funny, a jingle or background laughter will be added to a specific scene in order to manipulate the audience into thinking what he actually said was funny. Since he is the main character of the show they want to make him relatable to the audience by using comedy and close-up shots. Also, they tend to cut in and out of frames of the same food but in the different stages of it being cooked. They will start out with it looking completely done then cross cut the next scene to the very beginning of the process. The goal is to take the content they have and change it so it is more appealing for the audience. Another form of media grammar that seems to be apparent is length of shots. They don’t really focus on how exactly the food is made, but more so on what it actually looks like when it is done. They will have clips of a chef explaining the process for a few seconds then the next clip being a montage of different camera angels of just the food. Lastly, another form of media grammar, which is highly used to manipulate our perception on this food network show, are the cuts. They skip many steps when filming so it looks easier for the viewer that will hopefully persuade them to go and make said dish, which is their main goal. The choice of certain shots and close-ups allows them to create these new sequences that actually didn’t happen in that specific way.
Citations from: “Multiple Media Literacies” https://cms.psu.edu/section/default.asp?id=201415SPUP%5F%5F%5FRCOMM%5F411%5F001
Yih-heng Wang says
I like how you started your essay with “Each type of medium has the power to have its own language”, I think this was effective in drawer the reader’s attention immediately. Although not required in the prompt, I think you could have made your essay stronger by discussing media literacy as a whole before specifying into media grammar literacy. But I think you did a good job showing that media grammar is not as ‘simple’ as it appears and then go on to quote the reading on how media grammar literacy is achieved. It was good that you used TV as an example and listed the various ways that TV can manipulate the audience perception using different techniques, further emphasizing the importance of recognizing these techniques through media grammar literacy. You did the same thing with radio which was more brief but I understand to go into depth with the techniques used in radio/audio would require a lot more research and explore a whole different topic. I think you did a detailed and successful job analyzing the TV example you chose of the food network. I personally have never seen this show but your description of what goes on during the show and the variables that go into implanting a certain image/idea for the audience. I think the most interesting points you made is the use of cuts and lengths to manipulate perception… the focus is more so on the completed dish and on the host rather than the actual process of ‘how to cook’ the food. Well done.