MDSA01H3 Chapter Notes - Chapter 5: Roland Barthes, Linguistic System, Ternary Relation
Document Summary
Functioning as a rhetoric: an attempt to shape and influence its viewers" attitudes. Analyze texts for the ways they encourage audiences to inhabit certain moods, believe certain ideas, or undertake certain actions. Views text as complex webs of interrelated parts which work to influence consumers in particular ways. Signs: basic building blocks of language and most other forms of rhetoric, and creates meaning. Media messages cannot help but convey meanings. Media is telling us to adopt certain attitudes, values, and beliefs while telling us to overlook others. If something is a reflection of terminology, it must be a selection of reality, which therefore means it acts as a deflection of reality. Everything has a potential, so anything can function as a sign. Shared meaning: when multiple people agree on what a sign refers to: makes human communication possible, allows for the existence of social structure and institutions.
