Vehicle Strand Interpreting Media. Introduction media as vehicles/channels meaning in media...
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Transcript of Vehicle Strand Interpreting Media. Introduction media as vehicles/channels meaning in media...
Vehicle Strand
Interpreting Media
Introduction
media as vehicles/channels meaning in media messages using semiotics
Matrix (1999)
Part 2
Branston & Stafford
semiotics (sign, signifier, signified, and difference) structuralism (binary oppositions, e.g. Titanic) denotation and connotation codes (shared meanings)
We will discuss these further on the Forum
Session Objectives
the essential basis of semiotics practice with example: The Matrix
key terms:sign, signifier, signified, signification, semiotics, paradigm, syntagm
Key theorists
Ferdinand de Saussure (1857-1913) French linguist Study of language as a system of ‘codes’.
Roland Barthes (1915-1980) French literary theorist Applied semiotic analysis to media texts
Saussure:
Sign = signifier + signifiedSignifier = words written down, gestures, coloursSignified = idea or meaning associated with the words, gestures, colours.
Essence of Semiotics
meaning is difference…
Example: Himba tribe from Northern Namibia Horizon, Do you see what I see? 8th August 2011 http://www.boreme.com/posting.php?id=30670
Ochre as body decoration = sign
Names of colours = sign
Meaning is difference…
Semiotics and Signs
semiotics = the study of signs sign = anything that conveys meaning e.g. Neo’s finger…
Signs
Signifier = finger gestureSignified = cultural meaningFinger = sign, conveying a meaning
anything can become a sign cultural understanding
so how do signs convey meanings…?
Differences
differences between signs make meaning possible meaning depends on what a sign isn’t
two semiotic terms: paradigms and syntagms…
Paradigm
a set of signs that go together
e.g. all possible starters in a meal: samosa, soup, fruit salad, etc
e.g. all main courses: vegetable curry, spaghetti, stew, etc
e.g. all desserts: sorbet, sponge pudding, fruit salad, etc
Matrix example…
Paradigms in The Matrix
interrogation scene:
e.g. all possible lead actors: Keanu Reeves, Will Smith, Angelina Jolie, etc
e.g. all possible costumes: suits, jeans, floral dresses
e.g. all possible sets: bare room, shopping mall, Eiffel Tower
Syntagm
a combination of particular signs each drawn from a paradigm
e.g. samosa + veg. curry + sorbet
e.g. fruit salad + spaghetti + sorbet
Syntagm in The Matrix
the scene as a whole is a syntagm Keanu + suits + bare room
Meaning
the meaning of a sign depends on:
its selection from a paradigm its combination within a syntagm
the meaning of a sign depends on:
all the signs which weren’t selected all the combinations not made
Matrix example…
The Meaning of The Matrix
interrogation scene (syntagm):
Keanu (not Will or Angelina) + suits (not jeans or dresses) + white room (not shop or Eiffel Tower)
different choices = different meaning different combination = diff. meaning
meaning is generated by differences
Any Questions?
Exercise
In your 2 minute presentation: explain which scene you are rewriting explain which element in the scene you are changing explain how this change alters the meaning of the whole scene
Try also to point out: from which paradigm you have made a new selection what the syntagm is here
Semiotics and Meaning
behind every choice are all the choices you didn’t make the meaning of a message (syntagm) depends on how it differs from all others
Any Questions?
Environment Strand
Visual and Acoustic Space
Introduction
McLuhan on writing and printing two media which create new environments
key terms: visual space, acoustic space
McLuhan on Writing
invention of writing changes culture, society and individuals creates a new environment move us from acoustic space to visual space
Visual Space
the stuff around objects eye focuses on objects: abstracts object from surroundings space is what is between objects
Acoustic Space
how can you have acoustic space? consider hearing…
we are immersed in sound:
“We cannot bid the ear be still”
attention/focus unimportant orientation unimportant
demonstration…
What is Acoustic Space?
a way of thinking about how we exist in the world not in visual but acoustic space
acoustic space is: immersive inclusive interactive instantaneous
Immersive & Inclusive
immersive: all around us, perceive it all inclusive: you’re open to everything you’re connected to everything no boundaries, undefined, unified
interactive and instantaneous…
Early Acoustic Space
before writing everyone exists in acoustic space focus is on hearing not sight listen, interact, converse (no reading) interactive and instantaneous
Writing and Visual Space
arrival of writing (4th millennium BC): shift to seeing instead of listening solitary reading possible we begin to think more visually move into visual space
Printing
200AD intensifies this tendency handwriting = personal printed book = uniform text, unknown reader less personal, interactive
Evaluation
McLuhan isn’t judging: just different environments writing and printing encourage individualism, segmentation society, i.e. the environment, changes
Any Questions?
Electronic Media
acoustic space emphasises: immersive, inclusive, interactive, instantaneous visual space emphasises: distance, fragmentation, isolation, delay
electronic media: a return to acoustic space…
Telephone, Radio, Television
telephone = acoustic, interaction radio = acoustic television = simultaneous broadcast
cyberspace…
Cyberspace
online technologies:
email instant messenger chat rooms and forums blogs and websites social networking e.g. facebook, tumblr, twitter
written but still have acoustic qualities…
Cyberspace
interactive & instantaneous: Whatsapp, Twitter, Facebook, Snapchat (even websites, email & forums)
immersive & inclusive: all web-pages connected (hypertext) ‘worldwide web’
Essence of Cyberspace
is the internet fundamentally acoustic in nature?
websites aren’t text but data this can be read or spoken…
Essence of Cyberspace
Speech recognition applications e.g. Iphone voice control
Video conferencing; Skype
Summary
writing and print shift us from acoustic to visual space
acoustic space: immersive, inclusive, interactive, instantaneous visual space: distance, fragmentation, isolation, delay
society and individuals segment and separate electronic communication: a return to acoustic space
Any Questions?
Module Forum
key themes: sign, semiotics, paradigm, syntagm acoustic space, visual space reply, or start a new topic
Module ForumRemember:
to post 10 or more comments in sessions: Media, Matrix and McLuhan.
comments in Miscellaneous will not be counted in the assessment.
comments must be written over several weeks
Module ForumAssessment:
engage with theory
apply theory and ideas to your own media examples
interact with others’ posts
Before Next Week
read Ch. 3 of Branston & Stafford on ‘‘Genres’ and Other Classifications’
register and post on the Module Forum