Roland Barthes
media language
SEMIOTICS
Meaning is polysemic, can be decoded in many ways
Anchoring locks meaning to an image
Some signifiers are common, like colour connotations
HERMENEUTIC/ENIGMA CODE
Mysterious part of product that intrigues the audience, truth isn't fully revealed to build
tension/mystery
PROAIRECTIC/ACTION CODE
Elements of product that signify that something will happen as a result of it
CULTURAL/REFERENTIAL CODE
Parts of product that only those in that culture will understand, could engage/confuse audiences
SYMBOLIC CODE
Image symbolises something else
SEMANTIC CODE
Parts of media product that have a hidden meaning - connotations
, CLaude Levi-Strauss
media language
STRUCTURALISM
Texts can be understood through examining their underlying structure
Meaning is dependant upon/produced through binary oppositions
Binary oppositions create conflict/drama/meaning
Idea that the way binary oppositions are resolved can have a particular ideological
significance
, Tzvetan Todorov
media language
NARRATOLOGY
Typical narrative has a three part structure, starting with an equilibrium
Disruption occurs and disturbs the story
At the end of the narrative, the disruption is fixed and a new equilibrium is found
Between these two states of equilibrium there is a period of imbalance/disequilibrium
The way that the narrative is resolved can have a particular ideological significance
media language
SEMIOTICS
Meaning is polysemic, can be decoded in many ways
Anchoring locks meaning to an image
Some signifiers are common, like colour connotations
HERMENEUTIC/ENIGMA CODE
Mysterious part of product that intrigues the audience, truth isn't fully revealed to build
tension/mystery
PROAIRECTIC/ACTION CODE
Elements of product that signify that something will happen as a result of it
CULTURAL/REFERENTIAL CODE
Parts of product that only those in that culture will understand, could engage/confuse audiences
SYMBOLIC CODE
Image symbolises something else
SEMANTIC CODE
Parts of media product that have a hidden meaning - connotations
, CLaude Levi-Strauss
media language
STRUCTURALISM
Texts can be understood through examining their underlying structure
Meaning is dependant upon/produced through binary oppositions
Binary oppositions create conflict/drama/meaning
Idea that the way binary oppositions are resolved can have a particular ideological
significance
, Tzvetan Todorov
media language
NARRATOLOGY
Typical narrative has a three part structure, starting with an equilibrium
Disruption occurs and disturbs the story
At the end of the narrative, the disruption is fixed and a new equilibrium is found
Between these two states of equilibrium there is a period of imbalance/disequilibrium
The way that the narrative is resolved can have a particular ideological significance
