1. ENCODING / DECODING program encoding (structures of meaning)
From Stuart Hall
program
encoding (structures of meaning)
decoding (structures of meaning)
relations of production
relations of reception
DOMINANT NEGOTIATED OPPOSITIONAL

2. = SIGN Signifier Signified Semiotics
The Study of Signs and Their Meanings
Signifier
SIGN =
Signified
Symbolic = arbitrary
Iconic = structural
Indexical = copresence

3. The construction of myth
Semiotics
The Study of Signs and Their Meanings
The construction of myth
Roland Barthes
Denoted image: what it is; tautology
Connoted image: Rhetoric and the floating chain of signifiers
Linguistic messages: anchorage & relay

4. The layers of signification
Semiotics
The Study of Signs and Their Meanings
The layers of signification
Roland Barthes
First level= self-contained (man)
Second level = motivated meanings, derived from culture (wisdom, learning, etc.)
Third level = cohere into a comprehensive whole (knowledge society)

5. Semiotics Paradigmatic Analysis
The Study of Signs and Their Meanings
Paradigmatic Analysis
vertical
metaphor
selective/associative
bipolar oppositions
meaning by context (media, genre)

6. Semiotics Syntagmatic Analysis
The Study of Signs and Their Meanings
Syntagmatic Analysis
horizontal
combinative
composed of paradigms
narrative

7. Semiotics
The Study of Signs and Their Meanings
PARADIGMS
PARADIGMS
NARRATIVE
SYNTAGMS
AURAL AND VISUAL IMAGES