COMM 1101 Lecture Notes - George Gerbner, Polysemy, Payne Fund Studies

• School: Carleton University
• Department: Communication Studies
• Course: COMM 1101
• Professor: Chris Russill

Document Summary

Producer of image, codes and conventions that structure the image (technological, aesthetic, social, etc. ), and the context that the image is viewed in. What"s the point of media if there is no audience: what makes media meaningful is its audience. Homogeneous mass taking similar meaning from message being sent out. Theories assume that the audience is passive to some extent, and all focus on media producers more than consumers. Important to understand these decisions because we use these theories to justify. Difference between the producers" intended meaning and what the viewers or users interpret from these meanings. Viewers/consumers/users make meaning from watching, consuming, and using media. Function: someone must stand behind media text that is produced. Can be an individual maker (painter), a group of creative individuals (film), or a corporation producing images. Most if not all media texts have a meaning that is intended by the producer.