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ENCODING / DECODING

ENCODING / DECODING. From Stuart Hall. program. encoding (structures of meaning). decoding (structures of meaning). relations of production. relations of reception. DOMINANT NEGOTIATED OPPOSITIONAL. Semiotics. The Study of Signs and Their Meanings. Signifier. SIGN.

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ENCODING / DECODING

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  1. ENCODING / DECODING From Stuart Hall program encoding (structures of meaning) decoding (structures of meaning) relations of production relations of reception DOMINANT NEGOTIATED OPPOSITIONAL

  2. Semiotics The Study of Signs and Their Meanings Signifier SIGN = Signified Symbolic = arbitrary Iconic = structural Indexical = copresence

  3. Semiotics The Study of Signs and Their Meanings The construction of myth Roland Barthes Denoted image: what it is; tautology Connoted image: Rhetoric and the floating chain of signifiers Linguistic messages: anchorage & relay

  4. Semiotics The Study of Signs and Their Meanings The layers of signification Roland Barthes First level= self-contained (man) Second level = motivated meanings, derived from culture (wisdom, learning, etc.) Third level = cohere into a comprehensive whole (knowledge society)

  5. Semiotics The Study of Signs and Their Meanings Paradigmatic Analysis vertical metaphor selective/associative bipolar oppositions meaning by context (media, genre)

  6. Semiotics The Study of Signs and Their Meanings Syntagmatic Analysis horizontal combinative composed of paradigms narrative

  7. Semiotics The Study of Signs and Their Meanings PARADIGMS PARADIGMS NARRATIVE SYNTAGMS AURAL AND VISUAL IMAGES

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