MDSA01H3 Lecture Notes - Participant Observation, Carnivalesque, Intertextuality
Document Summary
Text book: structure, content & audience/reaction to media. Reception analysis: method of analysis that stresses audience interpretation as the primary site of meaning making. Russian linguist & foundational figure in semiotics & the structural analysis of language. He distinguishes 6 communication functions, each associated with a dimension of the communication process. Hypodermic model: media injects people with various people two-step flow: certain individuals are more active in the media cultivation analysis: heavy viewing of media gives individuals a distorted view of the world. The frankfurt school: accepted self-consciousness (page 40-41 textbook) Code: a set of rules that govern the use of visual & linguistic signs within a culture. Many meanings refers to relative openness of media texts to. Semiotic excess the greater the semiotic excess, the more interpretations possible. Producerly an open writerly text that is also popular; it relies on audience members already possessing certain interpretive competencies, which they apply in a self-interested productive way.
