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CMST 1A03 (51)
Kamila P (1)
Chapter 4

Chapter 4 - Mass Communication - CMST 1A03.docx
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Department
Communication Studies
Course
CMST 1A03
Professor
Kamila P
Semester
Spring

Description
Chapter4TheoreticalPerspectivesonMediaContentRepresentationandSignificationRepresentationTheactofputtingideasintowordspaintingssculpturefilmplaystelevisionprogramsoranyothermediumofcommunicationRepresentationsaresimplificationsandinterpretationsoftheobjectsandeventstheydescribeRepresentationisasaprocessofsignificationSignificationSignificationisusingsignstomakemeaningTheprocessofsignificationisaprocessofmakingmeaningSignAnythingwithmeaningawordanimageasoundapaintingeventhingsthemselveslikedarkcloudsonthehorizonTheSwisslinguistFerdinanddeSaussureSometimesconsideredthefounderofsemioticsorthescienceofsignsSignsarecomposedoftwoelementsthesignifierandthesignifiedSignifierThethingthatweseehearorfeeltheimageonascreensoundsorsmallbumpsonpaperSignifiedTheideaormentalconceptwedrawfromthosesignifierstheideasinablogmusicorwordswritteninBrailleCSPeircecategorizedsignsinto3differenttypesIconAniconlooksliketheobjectitrepresentsIndexSmokeisanindexoffireandasneezeisanindexofacoldorallergyorirritantSymbolAsymbolisasignthatbearsnodirectresemblancetowhatitsignifiedEgwordsaresymbolsasitistheimageofanapplewhenitisusedtorepresentsomethingotherthanfruitsuchasknowledgeoraparticularbrandofelectronicproductsIntertexualityPolysemyandtheIndeterminacyofRepresentationThemeaningofanyparticularsignisnotguaranteedbutisdependentonthecontextofitsuseandinterpretationSignsdonotexistinisolationbuttheyareeitherexplicitlyorimplicitlypartoflargertextsorsetofsignsandsymbolsoExImagesofSUVsareoftenfoundinadvertisementsthatportraythemaspartofmountainadventuresorhappyfamilyoutingsTwootherimportantelementsoftheprocessofsignificationo1Intertexualitytheprocessofmakingmeaningandreferstothemeaningwemakeofonetextdependingonthemeaningswehavedrawnfromothersetsofsignswehaveencounteredo2SecondmakingmeaningisanactiveprocessmakingtheconnectionbetweensignifierandsignifiedjoiningpastandpresentexperiencerequiresactiveparticipationThedifferenttypesorlevelsofmeaningdrawnmaybedenotativeandconnotativeo1Denotativereferstotheliteralormostobviousinterpretationofthesign
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