MODULE 4

• Refers to any recorded messages – writing, audio-recording, videorecording that is physically independent of its sender and receiver.

  Messages or Text
• Is an assemblage of signs (such as words, images, sounds, and/or gestures) constructed and interpreted with reference to the conventions associated with a genre and in a particular medium of communication (such as verbal, non-verbal or both).


  Text
• Medium of communication?

  Verbal

  Non-verbal
• The term ______ is used in a variety of ways. It may include such broad categories as speech and writing or print and broadcasting, or relate to specific technical forms within the mass media (radio, television, newspapers, magazines, books, photographs, films, and records) or the media of interpersonal communication (telephone, letter, fax, email, video-conferencing, computer based chats systems). It may also include social media which are websites and applications that enable users to create and share content or to participate in social networking.

  Medium
• Is concerned with everything that can be taken as a sign?

  Semiosis
• Involves “the study not only of what we refer to as ‘signs’ in everyday speech, but of anything which stands for something else; in this sense, signs take the form of words, images, sounds, gestures, and objects.”

  Semiotics
• The heart of the culture?

  Language
• Signs consist of signifiers (sounds and images) and signifieds (concepts); “the sign is the whole that results from the association of the signifier and the signified.”
• Signs are separated into three kinds, what are those?

  Symbol

  Icon

  Index
• The symbol is a sign where the relation between signifier and signified is arbitrary.
• Symbols are signified by convention and they have to be learned by people.
• Iconic signs have to refer to what they stand for.
• The indexical signs are the ones that provide a direct link between the signifier and signified.