MDIA2006 Lecture Notes - Lecture 5: University Of New South Wales, Semiotics
Document Summary
To think strategically is to think critically: studium and punctum. Studium is the general set of elements that gain our somewhat more than causal attention. Punctum is the think that pricks or bruises; that ruptures the image and forces a deeper connection. Its usually but not always something affective: surprise and delight your client. A story or narrative that, over time, takes on symbolic, emblematic or allegorical significance. Myths are culturally embedded and very often, representative narratives that tough on key aspects of the human experience. Often evolving from real stories or events, mythologies are hyperbolic in nature: the founding fathers of semiotics are ferdinand de saussure and charles sanders. Part 3 should have the most work. Foreshadow potential campaign tactics: class task scenario and response. Framing of responsibility (the medicalisation of problems, treating individuals and their issues in regards to the company)
