MDSA01H3 Lecture Notes - Lecture 5: Roland Barthes, Emotional Exhaustion, Connotation
MDSA01
Lecture 5 – May 22, 2018
Rhetorical Analysis
Rhetoric – looking at symbols and their interpretation
- The use of symbols by humans → to influence and move other humans
- The purpose is to reproduce a certain kind of response/emotional or effective response
Rhetorical Structures
• Create meaning
• Influence interpretation
o Manipulation
o (Though not necessarily in a negative sense)
• Generate affect
• “Rhetorical critics analyze texts for the ways they encourage audiences to inhabit certain moods,
adopt certain attitudes, and undertake certain actions”
• Poster indicates diamonds are forever
Semiology
- A science that studies the life of signs within society
The (linguistic) sign:
• Signifier (sound-image)
• Signified (concept)
Characteristics of Signs
• Arbitrary
• Linear
• Difference – signs make sense in opposition to one another
Arbitrary
- The connection between signifier and signified is not in a “natural” relationship where meaning is given
- The sign is meaningful because it has been given meaning. (smiley emoji)
- Its meaning is not intrinsic, though it may appear to be so.
Linear
- Signs make sense in the context of other signs
- Signs can make sense on their own
- Synchronic (at a single moment), diachronic (over time)
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Rhetoric looking at symbols and their interpretation. The use of symbols by humans to influence and move other humans. The purpose is to reproduce a certain kind of response/emotional or effective response. Influence interpretation: manipulation (though not necessarily in a negative sense, generate affect. Rhetorical critics analyze texts for the ways they encourage audiences to inhabit certain moods, adopt certain attitudes, and undertake certain actions : poster indicates diamonds are forever. A science that studies the life of signs within society. The (linguistic) sign: signifier (sound-image, signified (concept) Characteristics of signs: arbitrary, linear, difference signs make sense in opposition to one another. The connection between signifier and signified is not in a natural relationship where meaning is given. The sign is meaningful because it has been given meaning. (smiley emoji) Its meaning is not intrinsic, though it may appear to be so. Signs make sense in the context of other signs. Signs can make sense on their own.
