Media, Information and Technoculture 3000A/B Lecture Notes - Lecture 4: Inductive Reasoning, Doublespeak, Market Segmentation
20 Dec 2016
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Document Summary
Creating meanings around a product that distinguish it from other products competing with it, that could substitute for it. Validity has nothing to do with the true meaning. Place a product by distinguishing it (or fabricating distinctions) from other things (signs) within the same group (paradigms) Reality has nothing to do with it, it is a question of manufacturing meaning as compared to other members of the same paradigm. Things can be positioned within paradigms of: physical space, social space, sexual/gender, cultural, economic/financial, time, colour, age, and ethnic. Out of an array of substitutes, how does one differentiate their item from the rest? through syntagms. These principles, sometimes called laws, says we can be led into preferred meanings: principle of proximity (space/time) We think if things are close together, they are related. To create a new meaning, placing things close together creates a sense of similarity between both items.
