What are Codes and Conventions?

Codes are signs, which create meaning. They are divided into two categories, technical and symbolic.
Technical codes are used to tell the story in a media text, e.g. through the use of camera movement and angle.
Symbolic codes can be used for branding.

Conventions are highly recognized ways of doing something. The audience have to read those conventions in order to make them familiar to their genre, for example.

Codes and Conventions work together to create a shared understanding of a media text and provides a platform for the audience.