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. Respond to this picture: When was it shot. How does it make you feel
Respond to this picture: When was it shot? How does it make you feel? Does it remind of other photographs?

3. Lewis Paine
Executed on July 7, 1865 for the assassination of Abraham Lincoln

4. Which one is “real?”

5. President Bin Laden

6. C
C – O
C – O – W

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

8. 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

9. 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)

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

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

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

13. Tony Schwartz
“The critical task is to design our package of stimuli so that it resonates with information already stored within an individual and thereby induces the desired learning or behavioral effect. Resonance takes place when the stimuli put into our communication evoke meaning in a listener or viewer. That which we put into the communication has no meaning to itself. The meaning of our communication is what a listener or viewer gets out of his[/her] experience with the communicator’s stimuli. The listener’s or viewer’s brain is an indispensable component of the total communication system. His[/her] life experiences, as well as….expectations of the stimuli he/[she] is receiving, interact with the communicator’s output in determining the meaning of the communication.”
From The responsive chord (1973)