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