Not only is there a physical process of construction but also a complex, psychological process of meaning and values. What is constructed by a few people can become normalized with the rest of society. We often take this for granted, and it usually goes unquestioned. Often we don’t get to see what words, pictures or arrangements that were rejected during the building process. We see only what the media maker wants us to see. Critical viewing cues vary in nature according to the type of media created.
Colors can convey emotions. Sky blue can represent thoughts that are peaceful and calm. It can suggest honesty, good will and wisdom. Green can suggest eternity, jealousy, money, growth, rebirth or creativity. Silver can be seen as cold, alien, and futuristic. Red can represent anger, debt, warning, violence or sex. Lighting is used to create mood. Comedies are often well lit with bright colors to encourage a sense of happiness and humor. In suspense thrillers, it is just the opposite. They are dark and mysterious. The color palette is intentionally toned down.
Another way to convey meaning is through metaphors and symbolism. Filmmakers use animals, plants, weather, objects, occupations, numbers and places to communicate emotions to viewers. An owl can suggest wisdom, occult powers, death, or a supernatural protector. Sunflowers can be used to convey a sense of the sacred or attractiveness. Lightning can suggest that unexpected changes are coming. Coins can suggest wealth. The sun can suggest creative energy. Even a geographical direction like the South can evoke an emotional response of earthly passion or sensuality. A gate can suggest new beginnings or a change in state. A lawyer can suggest a server of justice or a person with shark-like instincts. The number seven is used to represent the mystical or spiritual. It is used for good luck. The number 6 is for structure, balance and order.