theory of semiotics + key words

Main argument - study of semiotics

Argues that mass media acts as a semiotic system allowing media products to construct and communicate contemporary myths through the use of semiotic tools and cultural distinction.

Denotation

The first order - surface meanings of a sign

Connotation

The second order, additional associative meaning which conveys a deeper message and can be taken outside literal contexts

Relevance of denotation and connotation to the theory

Argues that mythological meaning is constructed through a two step “signification process”. Connotations are culturally and ideologically loaded but appear natural

Myth

Dominant ideologies that have been historically and socially constructed and is projected as natural and inevitable

Example of myth

The myth of women being naturally domestic and maternal

Relevance of myth to the theory

Argues that myths have become commodities in today’s media

Anchorage

The way media language choices combine to reinforce the producer’s intended meaning

Syntagm

A sequence or structure of related signs that make up a whole meaning (semantic field)

Relevance of anchorage to the theory

Acts as strategy of control of the meaning, narrative and representation

Relevance of a syntagm to the theory

Syntagmatic structure creates coherence and naturality of media messages

Sign

A basic unit used to convey meaning - made of a signifier which is its physical form - and the signified which is the concept or meaning it represents

Relevance of signs to the theory

Argues that signs are not natural and that their meaning can be manipulated

Index

Signs that directly connects to what is signified/works by relationship to the concept

Example of index

Smoke=fire

Icon

A sign that physically and literally resembles what is represents

For example Of an icon

A picture of a dog

Relevance of icon to the theory

Even icons are culturally frame e.g black and white photo may signify nostalgia

Symbol

Signs that representation an idea through metaphor or association and bares no resemblance or physical connection to what is means but is learnt overtime

Example of a symbol

Rose=flower

Polysemy

The idea that a sign can possess multiple meanings

Relevance of polysemy to the theory

Argues that media texts are polysemic but myths attempts to break down media texts to only meaning one thing