MDSA01- Lecture 10 amazonaws com
MDSA01- Lecture 10
Text Book: structure, content & audience/reaction to media Reception Analysis: method of analysis that stresses audience interpretation as the primary site of meaning making Roman Jakobson: - Russian linguist & foundational figure in semiotics & the structural analysis of language - He distinguishes 6 communication functions, each associated with a dimension of the communication process Poe’s Law Old-school traditional views: - hypodermic model: media “injects” people with various people - two-step flow: certain individuals are more active in the media - cultivation analysis: heavy viewing of media gives individuals a distorted view of the world The Frankfurt School: accepted self-consciousness (PAGE 40-41 textbook) Stuart Hall: the encoding/decoding model Code: a set of rules that govern the use of visual & linguistic signs within a culture - Dominant - Oppositional: take a contrary stance - Negotiated: give & take The surveillance state John Fiske Polysemy – ON EXAMS! – “many meanings” – refers to relative openness of media texts to multiple interpretations - Semiotic excess – the greater the semiotic excess, the more interpretations possible - Producerly – an open writerly text that is also popular; it relies on audience members already possessing certain interpretive competencies, which they apply in a self-interested productive way - Limitations/problems: - not everyone has access to oppositional codes -the ratio… Polyvalence: audience members share understandings of the denotations of a media artefact but disagree about the valuation of these denotations.. Polsemy Revisited & Revised (Leah Cecarreli) - Strategic Ambiguity- the inventional decision on the part of media makers to craft a vague, semantically rich text that is open to multiple interpretations - Resistive reading- the creation of a textual meaning that is contrary to the meaning intended by the text’s author, creator or producer - Hermeneutic depth- critics recognize that the multiple meanings in a text is the source of its overall meanings; critics play with and problematize any apparent single meanings Interpretive Communities (Stanley Fish) - Groups tend to interpret a text similarly b/c they share similar social positions, experiences, and expectations. These positions, experiences and expectations can be socio-cultural or geographical. a. Shared strategies- the members of an interpretive community will share coding The Ethnographic Method - An approach to understanding human social phenomena based upon fieldwork
MDSA01- Lecture 10 -
Participant observation Resistive pleasures(p.244-247) ON EXAM: open text/closed text Plaisir/jouissance Interpretive play Abjection, carnivalesque, intertextuality, iron, liminality, depthlessness Abjection- provides a useful way to understand the pleasure of a horror film
Text Book: structure, content & audience/reaction to media Reception Analysis: method of analysis that stresses audience interpretation as the primary site of meaning making Roman Jakobson: - Russian linguist & foundational figure in semiotics & the structural analysis of language - He distinguishes 6 communication functions, each associated with a dimension of the communication process Poe’s Law Old-school traditional views: - hypodermic model: media “injects” people with various people - two-step flow: certain individuals are more active in the media - cultivation analysis: heavy viewing of media gives individuals a distorted view of the world The Frankfurt School: accepted self-consciousness (PAGE 40-41 textbook) Stuart Hall: the encoding/decoding model Code: a set of rules that govern the use of visual & linguistic signs within a culture - Dominant - Oppositional: take a contrary stance - Negotiated: give & take The surveillance state John Fiske Polysemy – ON EXAMS! – “many meanings” – refers to relative openness of media texts to multiple interpretations - Semiotic excess – the greater the semiotic excess, the more interpretations possible - Producerly – an open writerly text that is also popular; it relies on audience members already possessing certain interpretive competencies, which they apply in a self-interested productive way - Limitations/problems: - not everyone has access to oppositional codes -the ratio… Polyvalence: audience members share understandings of the denotations of a media artefact but disagree about the valuation of these denotations.. Polsemy Revisited & Revised (Leah Cecarreli) - Strategic Ambiguity- the inventional decision on the part of media makers to craft a vague, semantically rich text that is open to multiple interpretations - Resistive reading- the creation of a textual meaning that is contrary to the meaning intended by the text’s author, creator or producer - Hermeneutic depth- critics recognize that the multiple meanings in a text is the source of its overall meanings; critics play with and problematize any apparent single meanings Interpretive Communities (Stanley Fish) - Groups tend to interpret a text similarly b/c they share similar social positions, experiences, and expectations. These positions, experiences and expectations can be socio-cultural or geographical. a. Shared strategies- the members of an interpretive community will share coding The Ethnographic Method - An approach to understanding human social phenomena based upon fieldwork
MDSA01- Lecture 10 -
Participant observation Resistive pleasures(p.244-247) ON EXAM: open text/closed text Plaisir/jouissance Interpretive play Abjection, carnivalesque, intertextuality, iron, liminality, depthlessness Abjection- provides a useful way to understand the pleasure of a horror film
