1. Media communication Richard Trombly Contact :
Wechat and phone:
Media communication

2. 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

3. Semiotics - Signs
Science of signs
What is a sign?

4. Semiotics - Signs
Science of signs
What is a sign?

5. 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

6. 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

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

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

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

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

11. Semiotics
Pierce
Icons
Indexes
symobols

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

13. Semiotics
Denotation Connotation

14. Semiotics Denotation Connotation Literal figurative
Signifier signified
Evident inferred
Describes suggests

15. Semiotics
Langue
Langage
Parole

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

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

18. Rhetoric
What is Rhetoric

19. Rhetoric
Aristotle divided into
Public speaking
Logical discussion

20. Rhetoric
Ethos
Pathos
LOGOS

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

22. 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

23. Rhetoric
In mass media

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

25. 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.

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

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

28. Rhetoric
Sender code/ context receiver

29. 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

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

31. 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

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