CMST 1A03 Chapter Notes - Chapter 4: Brand Equity, Polysemy, Hermeneutics
6 Apr 2016
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Document Summary
The act of putting ideas into words visuals audio images or any other medium of communication. Simplifies and interpret the object or event being described. Receiver must decode or interpret the communication to understand the idea. Note** we will be using the word text to refer to any medium. Sign- anything that carries meaning (eg. word, image, sound) Signifier (cup) + signified (coffee in the cup)= sign (cup of coffee) Arbitrary relationship between sound of word and its sign. Pink and blue being social constructed definitions of gender. Texts are polysemic- makes them open to interpretation. Intertexuality: the meaning we make of one text depend on meanings we have drawn from other signs we already know. Texts: meanings are made intertextualy and by combining multiple sings. No necessary correspondence between meanings the sender made and meanings the receiver made. How an act of communication selects and represents or reconstructs something.
