Semiotics
1.Who are the two linguistic philosophers that semiotics is developed from? De Saussure and Pierce 2.Which French ‘Structuralist’ recently developed this media concept? Roland Barthes 3.The two methods a.Describing the TEXT is called dennotations b.Myths and associations with the TEXT is called connotations 4.What quest is at the heart of the semiotic approach? The quest for meaning. 5.Identify the factor that is given for readings of a media texts that determines the variety of meanings it can give? Class, ethnicity, life experiences. 6.What word is given for OPEN TEXTS ? Polysemic. 7.Popular and mass culture e.g. mass media texts are known as ________ texts. Closed. 8._________ where words, captions or logos are used to direct a reader towards a particular meaning. Anchorage. 9.__________ is when a text prefers one particular meaning. These can be a result of media producers agendas and assumptions. Preferred....
