COMM 1174 Lecture Notes - Lecture 3: Optical Illusion, Semiotics, Family Values
22 May 2018
School
Department
Course
Professor
Detail about the culture and analysis
I. Understand relationship between
a. The critical process
b. Culture as a map vs culture as a skyscraper
Culture as….
Skyscraper
Map
Main goal
Virtuosity
Relevance
How to evaluate
Schools
Diversity/range
i. Skyscraper: high culture and low culture. High culture=positive, low
culture=negative.
ii. Question: what makes for a great artists? How do you know that a certain artist
is great versus another artists.
iii. Ho do ou ealuate irsuosit? Ho ell he fits ith the shool of
iv. Map: what matters is the relevance of the things for the people in that society
v. Eaple: Mozart ight e great, ut if ou do’t are aout it, tha it is’t
relevant.
vi. How do we evaluate it? Eagelials: do’t thik that t is fail foused, so
the do’t like the ulture eause it is’t releatdue to ap perspetie
vii. For which groups do the cultural industries produce relevant culture? Why
those groups?
viii. What group values do these cultural objects express?
ix. How do those cultural object bind the community together?
c. Semiotics
II. Comprehend and be able to apply the main concepts of semiotics
a. Sign= signifier+ signified
b. Signifier= word, image, etc.
i. All of the dots that make up the optical illusion
c. Signified= mental concept
i. What we see (young girl or old woman)
d. Code
i. The things that we use to determine social class, gender, race, emotion
ii. Clothing would tell us what part of the world we are from
iii. If you are smiling you are happy, if you are not happy you are sad
iv. Link signifier and signified on both levels (connotation and denotation)
v. Convention of use
vi. When societies changes, the codes change as well
vii. Tie physical objects and ideas
viii. Eaple: if ou tpe i terrorist i the google searh, ou ill get I“I“ ost
likely. The concept of what a terrorist is, is tied together to what a terrorist is.
(role of codes: linking together ideas)
e. Denotation:
i. Second order of signification
1. Signifier=denotative sign
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