CMST 1A03 Lecture Notes - Lecture 19: Native Advertising, Polysemy, Reality Television

• School: McMaster University
• Department: Communication Studies
• Course: CMST 1A03
• Professor: Faiza Hirji

Document Summary

Significant at various levels: chief source of revenue for many media, can be found in most or all forms of media. If you feel like you"re getting something for free: the product is probably you, the goal is to get as many clicks or large audience. Representation: putting ideas into medium of communication, news, political issues , crime, may be simplified, may be interpreted differently, depending on receiver"s context, may also be understood as process of signification. Signifier is the actual object or thing in question. Signified is the concept we associate with the signifier: may be quite arbitrary. Signification and meaning: we construct meaning, everything we do relates back to the process of signification. Intertextuality is part of this process: meaning grounded in relationship we find between different texts. Sign: three types = according to pierce. Icon: looks like object it represents: smoke is index of fire. Symbol: word, image, sign that bears no resemblance to what it signifies.