MDSA01H3 Chapter Notes - Chapter 5: Semiotics, Denotation, Roland Barthes
Document Summary
Critical media studies: an introduction (2nd edition: rhetorical analysis. Rhetoric: use of symbols by humans to influence and move other humans. The sign: something that invites someone to think of something other than. Signifier: sound-image, material form of a sign perceived by sense. Arbitrary connection b/w signifier and signified is not natural relationship where meaning is given. Difference one sign calls the other, even when it"s not present. Binaries dominant {white ppl, rich, men} vs. oppositional {black ppl, poor, women} Linear- sign can mean different things at different times. Representamen something which stands for something in some respect or capacity. Interpretant: equivalent sign it creates in a person"s mind. Iconic: representamens that resemble objects they stand for. Indexical: linked by cause to object they represent. Denotation: first order signification/what borthes called plane expressed. Connotation: second order signification and operates at level of ideology and myth. Clusters: individual signs are associated with and dissociated from one another.
