CCT210H5- Final Exam Guide - Comprehensive Notes for the exam ( 63 pages long!)

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School
Course
UTM
CCT210H5
FINAL EXAM
STUDY GUIDE
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Signs, Referents, and Meaning CCT 210
Professor Lisa Pedan
Wednesday, September 6, 2017
Lecture One
INTRODUCTION
Things have a literal meaning and we connote meaning
Ex. Ladies vs. women
Gender
Ladies: connotative of acting in a certain manner (dignified, proper)
Guys vs ladies. Girls seems juvenile
Bachelor (single man) vs .Spinster (single woman)
We understand by the culture we were raised
Things that are prearranged in our mind.
We are being from connotation
How do you make an assessment about someone without seeing them?
ATTENDANCE
Attendance at lecture is required in order to be successful in this course
Tutorial attendance AND participation
If you are late, then you should enter through the second floor and quietly find a seat
without disturbing your classmates or me
Students more focused on their electronics, rather than the lecture, need to sit on the
second level
Readings
Do not read everything
Take a look at the slides and match them up with the readings
Skim, highlight (if emphasized in lecture)
TODAYS CLASS
Review of Course Syllabus
Review of Chandler’s Introduction and Signs
Video: I’ve Got Soul But I’m Not a Soldier Commercial (The Killers)
A Nike commercial (courage)
A plethora of images: Baby, sports stars, xrays, etc.
WHAT IS “SEMIOTICS”?
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According to Ryder, semiotics is: “a branch of communication theory that investigates
sign systems and the modes of representation that humans use to convey feelings,
thoughts, ideas, and ideologies...Umberto Eco jokingly suggests that semiotics is a
discipline for studying everything which can be used in order to lie.”
Ideologies are a shared set of cultural beliefs - beliefs that appear natural to use
(things that go unquestioned)
We don’t just say what it is (the product), it is connotation and semiotics that are
being used to make images - to rely on our cultural knowledge and beliefs
SIGN
Simply put, a “sign” is something that stands for something or someone else in some
capacity
Signs take the form of words, images, sounds, odours, flavours, acts or objects
Signs have no intrinsic meaning and become signs only when we invest them with
meaning
They only have meaning when we give it
TWO MODELS
Ferdinand de Saussure
Charles Sanders Peirce
SAUSSURE
Saussure uses a two part model:
He defined a sign as being composed of:
A ‘signifier’ - the form which the sign takes; and
The ‘signified’ - the concept it represents.
The sign is the whole that results from the association of the signifier with the
signified
EXAMPLE
“Open”
Signifier: the word “open”
Signified: the concept that the shop is “open” for business
Remember that you as the shopper/the person reading the sign have invested it
with meaning
“The podium
Signifier: the object podium
Signified: authority, focus, power
On its own it is a piece of wood. But if you put it in the university
‘VALUE’ OF THE SIGN
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Document Summary

Things have a literal meaning and we connote meaning. Ladies: connotative of acting in a certain manner (dignified, proper) Bachelor (single man) vs . spinster (single woman) We understand by the culture we were raised. Things that are prearranged in our mind. Attendance at lecture is required in order to be successful in this course. If you are late, then you should enter through the second floor and quietly find a seat without disturbing your classmates or me. Students more focused on their electronics, rather than the lecture, need to sit on the second level. Take a look at the slides and match them up with the readings. Video: i"ve got soul but i"m not a soldier commercial (the killers) A plethora of images: baby, sports stars, xrays, etc. Ideologies are a shared set of cultural beliefs - beliefs that appear natural to use (things that go unquestioned)

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