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Vehicle Strand Interpreting Media
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Introduction media as vehicles/channels meaning in media messages using semiotics
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Matrix (1999) Part 2
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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
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Session Objectives the essential basis of semiotics practice with example: The Matrix key terms: sign, signifier, signified, signification, semiotics, paradigm, syntagm
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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
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Saussure: Sign = signifier + signified Signifier = words written down, gestures, colours Signified = idea or meaning associated with the words, gestures, colours.
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Essence of Semiotics meaning is difference…
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Example: Himba tribe from Northern Namibia Horizon, Do you see what I see? 8 th August 2011 http://www.boreme.com/posting.php?id=30670 Ochre as body decoration = sign Names of colours = sign Meaning is difference…
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Semiotics and Signs semiotics = the study of signs sign = anything that conveys meaning e.g. Neo’s finger…
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Signs Signifier = finger gesture Signified = cultural meaning Finger = sign, conveying a meaning anything can become a sign cultural understanding so how do signs convey meanings…?
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Differences differences between signs make meaning possible meaning depends on what a sign isn’t two semiotic terms: paradigms and syntagms…
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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…
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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
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Syntagm a combination of particular signs each drawn from a paradigm e.g. samosa + veg. curry + sorbet e.g. fruit salad + spaghetti + sorbet
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Syntagm in The Matrix the scene as a whole is a syntagm Keanu + suits + bare room
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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…
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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?
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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
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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?
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Environment Strand Visual and Acoustic Space
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Introduction McLuhan on writing and printing two media which create new environments key terms: visual space, acoustic space
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McLuhan on Writing invention of writing changes culture, society and individuals creates a new environment move us from acoustic space to visual space
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Visual Space the stuff around objects eye focuses on objects: abstracts object from surroundings space is what is between objects
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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…
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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
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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…
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Early Acoustic Space before writing everyone exists in acoustic space focus is on hearing not sight listen, interact, converse (no reading) interactive and instantaneous
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Writing and Visual Space arrival of writing (4 th millennium BC): shift to seeing instead of listening solitary reading possible we begin to think more visually move into visual space
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Printing 200AD intensifies this tendency handwriting = personal printed book = uniform text, unknown reader less personal, interactive
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Evaluation McLuhan isn’t judging: just different environments writing and printing encourage individualism, segmentation society, i.e. the environment, changes Any Questions?
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Electronic Media acoustic space emphasises: immersive, inclusive, interactive, instantaneous visual space emphasises: distance, fragmentation, isolation, delay electronic media: a return to acoustic space…
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Telephone, Radio, Television telephone = acoustic, interaction radio = acoustic television = simultaneous broadcast cyberspace…
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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…
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Cyberspace interactive & instantaneous: Whatsapp, Twitter, Facebook, Snapchat (even websites, email & forums) immersive & inclusive: all web-pages connected (hypertext) ‘worldwide web’
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Essence of Cyberspace is the internet fundamentally acoustic in nature? websites aren’t text but data this can be read or spoken…
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Essence of Cyberspace Speech recognition applications e.g. Iphone voice control Video conferencing; Skype
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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?
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Module Forum key themes: sign, semiotics, paradigm, syntagm acoustic space, visual space reply, or start a new topic
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Module Forum Remember: 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
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Module Forum Assessment: engage with theory apply theory and ideas to your own media examples interact with others’ posts
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Before Next Week read Ch. 3 of Branston & Stafford on ‘‘Genres’ and Other Classifications’ register and post on the Module Forum
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