Semiotics

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Who are the two linguistic philosophers that semiotics is developed from?

The two Linguistic philosophers that semeiotics is developed from are De Saussure and pierce

  2. Which French ‘Structuralist’ recently developed this media concept?
  3. The two methods

The French Structuralist that recently developed this media concept is called 
Roland Barthes, which was developed in the 1960s.

  1. Describing the TEXT is called The starting point

  1. Myths and associations with the TEXT is called  Connotations

  1. What quest is at the heart of the semiotic approach?




  2. Identify the factor that is given for readings of a media texts that determines the variety of meanings it can give?

  4. What word is given for OPEN TEXTS ?

  6. The word given for open texts is called Polysemic 


  1.  Popular and mass culture e.g. mass media texts are known as closed texts.

  3. _________ where words, captions or logos are used to direct a reader towards a particular meaning.


  6. __________ is when a text prefers one particular meaning.  These can be a result of media producers agendas and assumptions.
  7. Define Stuart Hall’s THREE main types of audience decoding.


  1. DOMINANT- When the reader accepts the full preferred reading by the text.

  3. NEGOTIATED- Negotiated is where the content of the message is adapted to fit the specific social condition of the reader to produce a new meaning. i.e. middle-class women may respond to advert portraying female as a sex object as OK but not for me, she may have other ideas on how to assert

  5. OPPOSITIONAL - Where the dominant reading is contested and a reading which opposes it is produced. i.e. feminist may see the same image as degrading to all women and exploitative.


  8. How media texts speak to an audience is known as _____  ________


  1. Describe how this is applied to FILMS and TELEVISION

  1. Define what the MALE GAZE is ?


  1. What is Semiotics?



  2. How could you apply this to a MUSIC VIDEO ?
  

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