J 320 Chapter Notes - Chapter Morley: Semiotics
Document Summary
^both define the parameters of text"s meaning. For us to make sense about what we read or hear, we must interpret. Interdiscourse-as people existing in a field of different discourses, different message systems, are situated. Hypodermic model-a model in which all media messages have a direct effect on their audience. Counihan says that the effects of broadcasts to mass communications were highly variable. Programs communicate more than their content, they also use implication, assumption and connotation to communicate opinions. Messages are polysemic-capable of producing more than one interpretation, there is no single meaning. Important to also look at assumptions behind that content. Ex: addressing as members of a family or private individuals, or even consumers. Modes in which the programs address and how these modes construct our relation to the content of the program. Possibility of disjunction between the codes of those sending and receiving messages.
