Post on 19-Jan-2016
MEP 203 CONTEMPORARY MEDIA THEORY
4. STRUCTURALISM AND SEMIOTICS
What is structuralism?
A body of theory on how society is structured/shaped by systems of codes
Language Politics Fashion Sport Taste, and so on...
What about semiotics? A method used to DECODE the codes
that structure our social lives A synchronic analysis of these codes,
also known as SIGNS [sr + sd = sign] Semiotics considers 2 dimensions to
any system of signs (Saussure 1974):1. Langue – the whole system of rules2. Parole – a sign that is part of system
Structuralism and youth subcultures
TEDS MODS PUNKS
RAVERS
CLOTHES
Suits Smart casual
Homemade
Baggy
OBJECTS Cigars Scooters
Dog collars
Whistles
DRUGS Tobacco
LSD Dope Ecstasy
SLANG “Spiv” “About town”
“Piss off”
“Buzzin”
Hebdige’s Subculture (1979) Used semiotics to read the systems
of codes expressed by youth groups A subculture operates through a
system of codes which offend the majority, threaten the status quo, contradict the “myth of consensus” (p. 18)
HOMOLOGY – the symbolic fit between values and lifestyles
Hall (1999), Encoding/Decoding
Media producers ENCODE the texts they produce within a professional code (political, commercial, technical, etc.)
Audiences DECODE these texts in 3 ways:1. Dominant/preferred code2. Negotiated code3. Oppositional code
Morley (1980), The ‘Nationwide’ Audience
Used Hall’s Encoding/Decoding model to interpret audience focus-group responses:1. Preferred decodings – bank managers, apprentices (trainee labourers)2. Negotiated decodings – uni students, trade union officials3. Oppositional decodings – FE students, shopkeepers
Conclusions Structuralist theories interpret CODES Media texts (such as TV programmes)
hold meanings in how they are made (ENCODED) and received (DECODED)
However… encoded media messages are decoded in POLYSEMIC ways
Do Hall and Morley underestimate the complexity of audience decodings?