Theory Lang

• Semiology


  The study of signs and symbols
• Semiology


  • Signs point to meanings
  • Signifiers -> signified
• Signifiers


  Denotations - the literal meaning
• Signified


  Connotations - the associations we make
• Meaning


  A myth; our ideology
• Semiology terminology


  • Signs
  • Symbols
  • Signifiers
  • Denotations
  • Signified
  • Connotations
  • Myth
  • Ideology
• Symbol


  • The short red dress signifies femininity and with the juxtaposition of the written code 'date', connotes a flirtatious character
• Semiology


  • Helps us to think about the construction and deconstruction of meaning
  • Helps us to consider cultural impact on meaning
  • Draws attention to an assumed shared view; ideology
• Limitations of Semiology


  • Doesn't explain how audiences interpret meaning differently if shared view is assumed
  • Makes basic conclusions about the construction and deconstruction of meaning; the contexts of a product are important factors
  • Isolated signs within a product don't reveal full meaning
  • Can ignore the producers intended meaning
• Postmodernism


  Society has moved beyond 'modernism' in art and culture as well as ideology
• Meaning and value


  Created through difference
• Individuals


  Construct their identity in a world of simulation, caused by implosion of differences (gender, class, politics, etc.) where social distinctions are less important
• Postmodernism


  About simulation; representations of reality
• Hyperreality


  A media simulation that blurs the lines between reality and representation; audiences can't separate the two
• Media


  Creates representations using signs and symbols that no longer refer to real things, but rather things created by the media
• Experiences


  We only experience simulation through the media
• Postmodernism terminology


  • Simulation
  • Identity
  • Hyperreality
  • Irony
  • Pastiche (Homage)
  • Parody
  • Intertextuality
• Intertextual reference


  • The iconic symbol 'X' broadens the meaning of the word 'extra' for a media literate audience
• Hyperreality


  Perpetuated through the narrative implied by using a visual code of Sharon O.
• Postmodernism


  • Helps us consider the cultural context of products
  • Helps to deconstruct media products that refer to other media products or where there is no sense of the 'real' lying behind the representation
  • Helps to understand complex representations and meanings that require audience prior knowledge to interpret intended reading
• Limitations of Postmodernism


  • Not specific to a particular form of media
  • The idea that identity is influenced by simulation is a basic assumption
  • Society still places value on 'things' that are perpetuated through stereotypes and representations in the media; shows society hasn't 'moved on'
  • Meaning is constructed by the producer and is essential for mass media to 'work'
  • High level of academic theory which cannot be understood fully in isolation from other works such as that of Marx, McLuhan and Lyotard
• Narrative


  Structured into parts
• Narrative


  Can be seen to progress from a state of equilibrium to a new equilibrium; where something is transformed
• Disruption (disequilibrium)


  Drives the narrative forward
• Transformation


  Expresses what the narrative values
• Narratology terminology


  • Equilibrium
  • Disruption
  • Disequilibrium
  • New Equilibrium
  • Resolution
  • Transformation
• Narrative


  • The cover pays homage to Thatcher which implies an equilibrium to the narrative of a female PM; the emphasis on the written code 'IS' in red, signifies a change and therefore a disruption in the narrative and something which needs to be resolved
• Narratology


  • Widely applicable to a range of media forms as structure provides audiences with familiarity
  • Causes us to think about the significance of the transformation; messages, values and ideology
  • Helps us to think about ongoing stories as series of disruptions with possible resolutions
• Limitations of Narratology


  • Designed to explain single narratives rather than ongoing stories such as news, or LFTVD
  • Ignores the tendency in current media towards postmodern narratives rather than linear
  • Ignores other elements of narrative that are important to establish character, create cliff-hangers or enigma
• Structuralism


  The study of rules that govern structure
• Levi-Strauss


  Thought he could learn about people by observing myths and stories from around the world (as one system)
• Levi-Strauss


  Considered the myths and stories to be ruled by a structure of opposing 'things'; binary oppositions
• Binary oppositions


  A system of ideology as much as it is the human mind
• Structuralism terminology


  • Binary Opposition
  • Conflict
  • Ideology
  • Structure
  • Rule
  • System
  • Narrative
• Narrative


  • The cover creates parody through the intertextual reference to Dad's Army, which perpetuates a binary opposition between Cameron and readers. The ideological difference between sides creates conflict in the narrative.
• Structuralism


  • Draws attention to the way conflict and disruption is constructed in a media product; and for what purpose (e.g. audience taking a position through mode of address)
  • Widely applicable to a range of media forms as structure provides audiences with familiarity
  • Ideological reasons help to consider why producers might attempt to disorientate the audience through unclear or transient oppositions
  • Opposing sides and their success in conflict draws attention to messages and values
• Limitations of Structuralism


  • Ignores ownership and control of the media product despite links to ideology
  • Ignores how the audience interpret meaning
  • High level anthropology theory and doesn't refer to a particular media form
• Genre


  A process by which generic codes and conventions are repeated in media products, enabling their categorisation
• Producers and audiences


  Share the meaning of these codes and conventions, enabling a sense of familiarity and expectation
• Genre


  The 'process' implies that genre is not fixed but it evolves as new products are created