CCT210H5 Lecture Notes - Lecture 5: Roland Barthes, Daniel Chandler, Polysemy
10 Nov 2017
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Barthes: dominant institutions always try to ingrain that everything is natural. Commonsense ways as natural, obvious (and therefore beyond critique) Power: makes ideologies or values natural," normal," or commonplace". X always equals y (connotation collapses into denotation) Some representations of reality are more reliable than others. We do so with reference to cues within texts called modality markers". Attribute certain stereotypes to race: food, dance, lazy (black) Multimodality refers to reality status = how close is it to reality. Interpretative codes: the world (social knowledge, the medium and the genre (textual knowledge), the relationship between (1) and (2) is modality judgment, the relationship between social and textual world - daniel chandler (multi)modality. What are recognized as realistic" styles of representation reflect an aesthetic code. Ways we make sense or see if it is realistic. Uses multiple semiotic resources such as language, gesture, dress. Social or interpretative code, codes, encoding/decoding, textual code. Modality judgement, multimodality, reality status, modality markers.
