MCC-UE 14 Lecture Notes - Lecture 1: Semiosis, Embryophyte, Semiotics
15 Oct 2016
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Document Summary
Worked within semiotic and marxist theory taught at the center for contemporary cultural. Studies, university of birmingham, england is a foundational theorist within media studies. Media representations are language-based,and therefore must reflect ideology - the conceptual map or worldview we share with others in our social group. Mainstream media reflects hegemony, or the dominant ideology. Cultural identity - particularly for hall as based on race and ethnicity - is shaped by history and culture, and is always in progress/becoming. Audience interpretation of texts depends on social position or group belonging - class, race, ethnicity, gender, nationality, religious affiliation, etc. Hall argues that, depending on their social position, audiences accept, resist, or oppose the intended meaning of media texts. Semiotics study of signifying systems, including verbal languages but also the languages of images, film, music and sound, architecture, clothing, gesture, facial expression, and so on.
