How to read a website

With the constant changing world of media, more and more people are acessing most of their media through the web.

Websites are a form of 'e-media'. Types of e-media include;

• Blogs
• Social Networking
• YouTube
• Pod Casts
• On demand/Streaming media/Downloading
• Online music services (e.g. Spotify)
• Online radio (including video feeds)
• Games (console and online)
• Email
• Mobile phone content

Websites are often part of multi-platform media. Media instiutions could be linked to this by using different methods of communication to reach its target audience.

Analysis of a website should consider how it:

• Utilises media language codes and conventions
• Is part of an insitutional contect
• Follows or subverts generic codes
• Contructs representations
• Targets, appeals to, communicated with and engages the audience
• Communitcates ideologies and values
• Utilises narrative devices

The codes and conventions of a website


Layout and design; The key consideration in effective web design is usability, therefore websites need to be clear, logical and easy to navigate.
A grid system is used to serparate sections of a website and to present information in small, easy to access segments.
The centre of the page is often used for the main content with navigations tools on the left and/or across the top of the page and links to more detailed information on the right.
Background and font colour is often used to separate differnt types of information.
Images are used to illustrate as much as possible to add visual interest.

Technical code; Certain technical codes are now common place on websites. Many sites provide moving image or audio content and also provide some form of audience activity or interaction. Sometimes this is related to the content of the site so film marketing sites often offer downloads such as msic and images whereas news-based sites provide areas for audience members to comment on published news stories.

Content; Websites which contain factual information will look different to those creating for enterainment. There are distinct conventions in terms of news websites, film promotion websites, websites focussing on health issues, etc.

Genre codes; In addition to the content leading layout and design choices, where websites are based on existing genres (e.g. Broadsheets or Tabloid newspapers, Lifestyle magazines, Horror films) the web design uses recognisable codes and coventions from the genres to ensure audiences recognise the genre and are framed to have appropriate expectations.

Target the audience; Different audiences may find certain layout and design choices more appealing. A key issue with websites is the way they attempt to encourage audience activity and iteractivity to attract audiences in and persuade them to return or pass on information important to website producers.