COMMERCE 1E03 Lecture Notes - Lecture 4: Polysemy, Semiotics, Hermeneutics
8 Mar 2017
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Definition: the act of putting words, visuals, audio, or any other medium of communication. Simplifies and interprets the object or event being described. Receiver must decode or interpret the communication to understand the idea. Note: (cid:449)e (cid:449)ill (cid:271)e usi(cid:374)g the (cid:449)ord (cid:862)te(cid:454)t(cid:863) to refer to a(cid:374)(cid:455) (cid:373)ediu(cid:373) Sign = anything with meaning (e. g. word, image, sound) Signifier = the thing we see, hear, feel. Ar(cid:271)itrar(cid:455) relatio(cid:374)ship (cid:271)et(cid:449)ee(cid:374) sou(cid:374)d of (cid:449)ord a(cid:374)d its (cid:862)sig(cid:374)(cid:863) -texts are polysemic- makes them open to interpretation. Intertextuality: the meaning we make of one text depend on the meanings we have drawn from other signs we already know. -text, meanings are made intertextually and by combining multiple signs. -no necessary correspondence between meanings the sender made and meanings the receiver made. How an act of communication reflects and represents or reconstructs something. Model of how media (text) has meaning through its stages of production (encoding), circulation and interpretation (decoding).
