MDSA01H3 Chapter Notes - Chapter 5: Semiotics, Ternary Relation, Connotation
Document Summary
Rhetorical scholars of the media, alternatively referred to as rhetorical critics, analyze texts for the ways they encourage audiences to inhabit certain moods, adopt certain attitudes, and undertake certain actions. Rhetoric = the use of symbols by humans to influence and move other humans. Shared meaning for a sign is what makes human communication possible. He called his unique approach to linguistics semiology. Semiology = a science which studies the role of signs as part of social life. All linguistic signs, he argued, were a combination of signifier and signified. Signifier = sound-image, refers to the material form of a sign as perceived by the senses, such as the word (cid:498)dog(cid:499) as heard by a listener of (cid:498)dogness(cid:499) Signified = mental concept, is the idea evoked by the signifier; in this case, the idea. Three ideas: langue versus parole, synchronic versus diachronic, and difference.
