Media Language: Use of action and enigma codes (Barthes)

Roland Barthes, a French literary theorist, developed theories of semiotics, studying signs and symbols in language, including media language.
Among his concepts are action codes and enigma codes, two specific types of signifiers used in different media forms - from films and TV shows to print media and advertising.
Action codes are linked directly to sequences of events or actions within a narrative. They imply specific actions and suggest their consequences.
Enigma codes, on the other hand, introduce an element of mystery or question into the narrative, often used to build suspense, intrigue and provoke audience curiosity leading them to seek resolution.

Action codes are often used in genres where action is a primary narrative driver, such as action films, adventure games, and sports broadcasts.
Their function is to suggest action and plot movement, detailing the causes and effects within the narrative.
For instance, in a superhero movie, a fight scene might involve a sequence of actions like flying, throwing punches, or using superpowers - these are action codes as they enable the sequence of events to progress.
Understanding how action codes work can help understand both the narrative mechanics and form within a media text.

Enigma codes are used to create mystery, suspense, and tension. They effectively engage audiences by proposing questions or unfinished actions that await resolution.
For instance, an advertising campaign might use an enigma code to generate curiosity and encourage consumers to find out more about the product or service.
An example from a thriller film might be a frame focusing on an unidentified figure or a closed door, which raises questions and provokes curiosity.
Enigma codes can engage the audience as participants in the narrative, encouraging them to puzzle over the meanings and outcomes.

Barthes’ concept of action and enigma codes provide a framework for understanding how storylines and narratives are developed and unfold within various media formats.
Media producers strategically use these codes to grip consumer attention and drive engagement.
Grasping this concept is key to understanding how signifiers are used in media language to guide narrative direction, create suspense, engage the audience, and ultimately convey messages.

Using Barthes’ theory, one can analyse and interpret how media texts create meaning.
By identifying action and enigma codes, valuable insights can be gained about the plot, genre, and audience engagement strategies.
This understanding can also facilitate a deeper analysis of the cultural, social and ideological messages embedded in media content.