COMM 1F90 Chapter Notes - Chapter 8: Semiotics, Intertextuality, Polysemy
12 Dec 2018
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Document Summary
The image is read through its signs and signi ers, content, codes, and conventions. There are 4 key aspects of the image in order to tease out the factors that in uence interpretation: photographic composition and conventions (lighting, camera angle, camera lens). The angle will entail sub- ordinance or dominance over the image (ex. low angle at a doctors o ce because the doctor has more power). The size emphasizes threat to the viewer: the type of photograph (family snapshot, art portrait, news photo or ad). There are con icting signi ers; some connote reality and some suggest ction. They have a high modality: the photographic content (ex. surgeon wearing masks and gloves= signs and signi ers). What is in the image to tell the viewers something: the setting. Interpretations will depend on the cultural and social position of the readers, and on the assumptions about the audience that are embedded in the text.
