Semiotics
Who are the two linguistic philosophers that semiotics is developed from? De Saussure and Pierce Which French ‘Structuralist’ recently developed this media concept? Roland Barthes The two methods: Describing the TEXT is called Denotation Myths and associations with the TEXT is called Connotation What quest is at the heart of the semiotic approach? The quest for meaning Identify the factor that is given for readings of a media texts that determines the variety of meanings it can give? The cultural position of the reader (receiver) What word is given for OPEN TEXTS ? Polysemic Popular and mass culture e.g. mass media texts are known as closed texts. Anchorage where words, captions or logos are used to direct a reader towards a particular meaning. Preferred Meaning is when a text prefers one particular meaning. These can be a result of media producers agendas and assumptions. Define Stuart Hall’s THREE main types of audience decoding. DOMINANT When t