Sociology of Media (2) Approaches to Media Analysis II: Semiotics (7.11.2007)

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Presentation transcript:

Sociology of Media (2) Approaches to Media Analysis II: Semiotics ( )

The System Model of Communication SENDER >> MESSAGE >> RECEIVER

Outline How to media messages become meaningful? What do we mean by ‘representation’? signification Representation Sign, Signifier, Signified and Referent Langue and Parole Denotation/Connotation Encoding/Decoding Intertextuality Genre Narrative Myth Discourse The Subject

Signification Semiology = “the science of science’. Meaning = sense + articulation Articulation = explication + association Sense ‘comes before’ meaning Signification = the attribution of meaning

Beavis and Butthead BEAVIS: ‘Tattoos are cool, I wish I was born with a tattoo’ BUTTHEAD: ‘ You’re not born with tattoos dumb-ass, you get them when you join the navy.’

Beavis and Butthead ‘do’ America Killing Having Sex With Touring The doubling of the performative and representative creates ambivalence.

Stuart Hall on Representation Three types of understanding representation: –Reflective –Intentional –Constructionist to describe or depict To stand in for (symbolize) Speaking for (in politics)

Two systems of Representation Mental concepts - Signified Language - Signifier “It is the link between concepts and language which enables us to refer to either the ‘real’ world of objects, people or events, or indeed to imaginary worlds of fictional objects, people and events” (Hall, 17). Sign = Signifier + Signified

C.S. Peirce Icon (highly motivated, not abstract) Index (intermediation: cause & effect) Symbol (arbitrary, abstract)

De Saussure Langue – (e.g. as in grammar) – official system of language, relationship between signifiers Parole – (as in semantics, pragmatics) – ‘language-in-use’, relationship between signifiers and signifieds.

Barthes Denotation Connotation Linguistic Message –Anchorage –Relay

Example: GO WEST What does ‘Go West’ signify - look at –(a) words, –(b) images; –(c) sound

Go West fBtLUhttp:// fBtLU

Hall: Encoding/Decoding Programme as meaningful discourse EncodingDecoding Meaning structures 1structures 2 Frameworks of KnowledgeRelations ofProduction Technical Infrastructure

Intertextuality Texts relate to other texts Bringing in different voices Reported speech Direct speech Indirect speech M.M. Bakhtin V.N. Volosinov J. Kristeva J. Derrida

Genre Fairclough: 1. activity type 2. Embedded sequence 3. emergent forms Primary and secondary genres

Genre Dayan and Katz: newsgenres 1.Contest 2.Conquest 3.Coronation

Narrative Analysis Structures (Todorov): 1. Initial Equilibrium 2. Turbulence 3. Disequilibrium 4. Intervention 5. Restored Equilibrium Functions (Lewis): 1. Enigma 2. Suspense 3. Closure

Theoretical spin-offs Myth: naturalizing what is arbitrary (cultural, historical) Discourse: Power + Knowledge: constitutes the conditions under which particular utterances become meaningful The Subject: OF versus IN representation