Semiotics

1. 1.Who are the two linguistic philosophers that semiotics is developed from?
2. De Saussure and Pierce
3. 2.Which French ‘Structuralist’ recently developed this media concept?
4. Roland Barthes
5. 3.The two methods    a.Describing the TEXT is called dennotations    b.Myths and associations with the TEXT is called connotations
   
6. 4.What quest is at the heart of the semiotic approach?
   
   The quest for meaning.
7. 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.
8. 6.What word is given for OPEN TEXTS ?Polysemic.
9. 7.Popular and mass culture e.g. mass media texts are known as ________ texts.
   
   Closed.
10. 8._________ where words, captions or logos are used to direct a reader towards a particular meaning.Anchorage.
11. 9.__________ is when a text prefers one particular meaning.  These can be a result of media producers agendas and assumptions.Preferred. 
12. 10.Define Stuart Hall’s THREE main types of audience decoding.    a.DOMINANT: When the reader accepts the full preferred reading available by text.
13.     b.NEGOTIATED: When the content of the message is changed to fit the specific social condition of reader to create a new meaning.    c.OPPOSITIONAL: Where the dominant reading is contested and a reading which opposes it is produced.
    
14. 11.How media texts speak to an audience is known as _____  _________
15. Mode of address
        a.Describe how this is applied to FILMS and TELEVISION
    
    It is aimed at the audience making them feel involved in what their watching.
16. 12.Define what the MALE GAZE is ?
17. Due to Hollywood being very male dominant the male gaze has become popular. camera editing and shots have been used to objectify women.
18. 13.What is Semiotics?
19. The study of signs.    a.How could you apply this to a MUSIC VIDEO ?
    
20. To engage and relate to the audience.