Media communication Richard Trombly Contact :

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Presentation transcript:

Media communication Richard Trombly Contact : Email : richard@trombly.com Wechat and phone: +86 13818837641 Media communication

Introduction “I have a disease; I see language.” ― Roland Barthes “I still notice the burned house, mornings, when I walk along the beach. "Well, obviously I do not notice the house. What I notice is what remains of the house. One is still prone to think of a house as a house, however, even if there is not remarkably much left of it.” ― David Markson

Semiotics - Signs Science of signs What is a sign?

Semiotics - Signs Science of signs What is a sign?

Semiotics - Signs Science of signs What is a sign? A sign is something that stands for something else Origin of Chinese character Fire was a picture of a fire

Semiotics Ferdinand de Saussure Charles Sanders Pierce philosopher It is not a definite science We know as bilingual people that there is no direct literal translation for our meanings when we use language

Semiotics Saussure Sounds and images Signifiers - sound or images Signified – concept

Semiotics Signs as lies Blondeness What does blondeness mean to you?

Semiotics Signs as lies Blondeness What does blondeness mean to you? Many asian women are blondes

Semiotics Signs and society society tells us how to interpret those signs Meaning of blonde Cultural behavior /meaning

Semiotics Pierce Icons Indexes symobols

Semiotics Pierce Icons resemble/ photo/ Can see Indexes cause – effect/ fire and smoke/ can connect symbols cultural convention/ cross/ Must learn

Semiotics Denotation Connotation

Semiotics Denotation Connotation Literal figurative Signifier signified Evident inferred Describes suggests

Semiotics Langue Langage Parole

Semiotics Langue language Institution/culture Langage speech social/ communication Parole speaking individual

Semiotics Langue language Institution/culture Langage speech social/ communication Parole speaking individual Culture codes and decodes behavior

Rhetoric What is Rhetoric

Rhetoric Aristotle divided into Public speaking Logical discussion

Rhetoric Ethos Pathos LOGOS

Rhetoric Ethos [ethics] based on the reputation of the speaker Pathos an emotional appeal LOGOS – the facts / a logical argument

Rhetoric As a societal tool: Allows groups to influence without violence In modern times Great orators can use these methods to shape society Influence public opinion Influence culture

Rhetoric In mass media

Rhetoric In mass media Signs and symbols and well as language We can identify and analyze the debate and influence of mass media

Rhetoric Entertainment Not trivial Every song, video game , advertisement , book , tv show, movie Political debate, news article They shape who we are and shape our culture.

Rhetoric Entertainment each bit of media is furthering the DEBATE or persuasion of the culture Inception Even signs you REJECT have affected you. Elephant

Rhetoric Entertainment each bit of media is furthering the DEBATE or persuasion of the culture Inception Even signs you REJECT have affected you. Elephant

Rhetoric Sender code/ context receiver

Rhetoric Sender code/ context receiver The received message is not always the intended message NEW IMPROVED – America Business / culture innovation TIME HONORED – Asia Establishment – cultural conservatism

Rhetoric Who? artist sender Says what? Artwork message In what channel Medium Contact To whom Audience receiver With what effect society meaning

Rhetoric Car advertisement A professional driver -ethos After I test drove the car, everyone asked me why are you smiling. -Pathos He analyses the handling. - logos

Assignment IN CLASS or homework exercise . Analyze a commercial advertisement for signs Or Choose a strong visual image and apply rhetorical analysis to it.