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Media Languages/ Codes & Codes and conventions

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Holly Wright

on 27 March 2014

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Transcript of Media Languages/ Codes & Codes and conventions

Semiotics is the study of signs and their role in making a meaning. It is a way of seeing the world, and of understanding how the landscape and culture in which we live has a massive impact on all of us unconsciously.

Semiotics describes that meaning is socially produced, whether through words, colour, gesture, music or fashion.

For the exam you will need to look at how meaning is constructed. "Semiology" is the study of signs.
Semiotics - more explanation - if you didn't understand Holly.
Semiotics uses the term "signs" to describe the ways that meanings are socially produced.

Semiotics emphasizes that our ideas are constructed and shaped by words and signs we use in various day to day events.

Quotes from Ronald Barthes
"The audience look for signs to help them interpret the narrative....

....theses deeply rooted signs are based on there expectation the audience has due to their prior knowledge of old tales or myths".

In Holly's language this means
: that they already have some knowledge into something and that using these signs helps them make a media text their own.
Roland Barthes
One of the most influential theorist in the study of semiotics. See's language as a cultural creation that is ever changing.

Ronald Barthes (1915-1980) is a French linguist who pioneered semiotic analysis of cultural and media forms.
By Holly and Tom
Media Languages/ Codes & Codes and conventions
Applying the theory to work
We can apply the theory of semiology by looking for deeper meanings of what we see in our work, rather then excepting a piece of work on face value.

When looking at your work ask yourself are there deeper meaning to your work? What was the sign? What was the signifier?
Claude Levi Strauss
He was a structuralist and anthropologist whose work had a great influence on semiotics.

He stressed the importance of structuring oppositions in myth systems and in language.

He said that abiding structure of all meaning-making, not just narratives, was a dependance on binary oppositions, or a conflict between two qualities.

He was less interested in the order of events so looked at deeper meanings. The theory was applied to the Western Genre in the 1970's.
He looked at "systematic oppositions", these are the examples he used:

-Christian = Pagan
-Domestic = Savage
- Weak = Strong
- Garden = Wilderness
- Inside Society = Outside society
We apply Levi Strauss by creating two opposing lists, this often occurs in advertisements too when two juxtaposing characters are put next to each other to emphasize the products. IN STUPID LANGUAGE : Strauss' theory comes into play when we look at adverts and see two characters that "contradict" each other.

The narrative is based on oppositional forces.

The audience is positioned on the side that justifies their own cultural values. IN STUPID LANGUAGE : We justify our thoughts and ideas because of what we are taught and because of the society we are around.

"Language is a form of human reason, which has its own internal logic of which man knows nothing"

Claude Levi Strauss
How does Claude Levi Strauss and Ronald Barthes work together then?
In the mid twentieth century both Claude Levi Strauss and Ronald Barthes came together and recognized that the way that we understand certain words is not because of the meaning but more because of us knowing the opposite of that word.

This is called the binary opposite.

Some examples of Binary Opposites:

Wrong vs Right
Boy vs Girl
Black vs White
Young vs Old
Protagonist vs antagonist
They realized that words merely reflected our social views and that the meaning of words was formed because of opposites.
So how can each one of us apply these theories to our work?
Call Me Mr Teddy
: Can apply this theory when looking at the narrative.

Good vs. Evil
Hero vs. Villan
Protagonist vs. Antagonist
Clever vs. Unintelligent
Strong vs. Weak

: Can apply this when looking at the narrative too.

Good vs. Evil
Roles of each superpower
Possibly: Boy vs. Girl

: Can also apply this to there opening title sequence.

Good vs. Evil
Death vs. Life
Blood vs. Purity
Memories vs. Removal

: Can also look at this through her narrative.

Good vs. Evil
Powerful vs. Underpowered
Clever vs. Stupid.

Does this mean that we can now put it in our music videos?
If you can see clear oppositional representations in your music video. FEEL FREE! Though this question bests suits narrative.

This question would best suit:

Rabbit Head (Lucy, Kate and Dylan)

This is because there music video has a strong narrative were as everyone else has more of a montage based narrative. For this question this group could discuss:

Popularity vs Loneliness
Scared vs Bravery
Powerful vs Weak

Though there is nothing to say that you cannot look at deeper into your projects and find oppositional reading through:

Colour clothing

- Fex AS/ A2 (in AS you a pen vs. a knife; which suggests intelligence vs. brutality) and in Call me Mr Teddy.

- Ruby Collins and Warriors Dance ( outside vs. Inside ) as well as fantastagirls.



Rhi Rhi and Semiology
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