MEDIA
CONTENT
BY DIA
NA ,
DIN
, G
AV IN,
V I CTO
R IA
INTRO
WHAT IS SEMIOLOGY
Semiology is
The study of signs and symbols and
their use or interpretation.
Signifier Signified
• The word, image, sound, etc. • The means of representation
• The concept or meaning that is being represented• Dependent on the perceiver
SIGNIFICATION
Denotation Connotation
• Most immediate level of meaning• interpretation at the most basic level of understanding.
• Second-order or ‘associative’ meanings• Broader concepts further from immediate representation• Culturally specific• Open for more possible meanings
LEVELS OF MEANING
Paradigmatic Syntagmatic
• Compares each signifier in a text to alternative signifiers.• Breaks up the text into its components.• Analyses each sign in a text independently from other signs.
• Signifiers operate together to create meaning.• Signs occur in sequence or parallel to each other. • Analyses the way each sign interacts with one another within a specific context.
RELATIONAL ANALYSIS
• A more in-depth level of analysis• Uses cultural assumptions or beliefs• A widely held, false belief or idea about an individual or a group of people
MYTHOLOGY
NARRATIVE,GENRE,
& DISCOURSEANALYSIS
NARRATIVE ANALYSIS
• Treats media texts as composed of different forms of story telling.• Narratives involve standard character types.• .Eg. villain, hero, donor, etc.
GENRE ANALYSIS
• Concerned with the establishment and operation of distinct conventions in each genre.• E.g. romance, drama, science fiction, comedy, news, etc.
DISCOURSE ANALYSIS
• Concerned with the ways in which broader beliefs, worldviews, and social structures are implemented and reinforced in verbal or written communication.
Aladdin – Prince AliCHECK. IT.
OUT.
CONTENT ANALYSIS
QUALITATIVE QUANTITATIVE
• In-depth analysis of media texts and the implications of its content.• Biased, based on one’s individualistic opinion and intentions.
• Accurate and systematic analysis.• Uses statistical and empirically proved data in analyzing content.
VIRTUAL CONSUMERISM
“We are creating a world that all may enter without privilege or prejudice accorded by race, economic power, military force, or station of birth.” - Lehdonvita