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Transcript of Media Terms
Dictionary of Terms used in
Sign – anything that is read or treated as if it were meaningful (Schirato & Webb 2004:28).
Signification – The process of turning something (the clothes someone is wearing, skin colour, bodily movements) into a sign. Things or events are never significant ‘in themselves’; rather, they become so when someone recognises and works them to produce meaning: to one’s self, or to others.
Signifier – Something that acts as a sign eg skin colour.
Address – The way in which a text, image, narration, or film involves or engages a reader or audience.
Addresser - The addresser is the sender of the message
Addressee – an 'implied' or 'ideal reader', consumer, intended receiver
Anchorage provides the link between the image and its context; the text that provides relevance to the reader.
encoded reading paths
a type of language associated
with a cultural field and its institution eg religious or scientific language.
Intertextuality – All texts refer to other texts.
The influence that media texts have on each other. Sometimes this is the result of direct cross-references (e.g. music mash ups) or indirect (the way gossip news items regulate the way we view a star's performance)
Is the complex interrelationship between a text and other texts
In metaphor, “a descriptive word or phrase is transferred to an object or action different from, but analogous to, that to which it is literally applicable”
Drawing a similarity between two things.
In metonymy, “a word or phrase denoting an object, action, institution, etc.,” is functionally replaced with “a word or phrase denoting one of its properties or something associated with it”
In other words, a part of an object or idea stands for the whole. For instance, a policeman could be a metonym for the law.
More than one.
eg : a state of society in which members of diverse ethnic, racial, religious, or social groups maintain and develop their traditional culture or special interest within the confines of a common civilization
: preponderant influence or authority over others : DOMINATION <battled for hegemony in Asia>
: the social, cultural, ideological, or economic influence exerted by a dominant group
— heg•e•mon•ic \ˌhe-jə-ˈmä-nik, ˌhe-gə-\ adjective
Ideology – are narratives about the world that also effectively organise the world; that is, they dispose people to see things and act in certain ways, and at the same time they authorise or privilege one group over another.
Signs - Flags.
Signified - Spending by labor on major infrastructure in WA
Sign: Hard hat
Signified: Labor are builders.
Sign: money amounts
Signified; the increased spending on infrastructure
Address/Addressed: to the voters of WA and why they should vote labor.
Anchorage: The use of the
hard hat with labor written
on it. You can trust labor
to build a better future.
Hard hat is a metaphor for Labor
being builders, both in the past
with what has been built and by infuring
they will continue to do this in the future.
The use of a map of Perth is a metonymy
The encoded reading path is that by
voting for labor you are voting for a
better future. Labor fulfills their
promises by delivering on the
projects to make your life better.
Context - this advert was placed
in a local paper with both
metropolitan readers and
Ideology: Regional perception that politicians are only interested in Perth. This advertisement confirms this with regard to Labor ideology.
This is a political discourse prior to an election. The use of WA and Federal spending highlights the candidate is standing for a federal seat in the senate rather than a regional or local seat.
The use of 'Only Labor' is a sign of Labor's hegemony over other parties in this election.
There is a plurilism with regards to voters
that this advertisement is targeting.
What does the adresser want you to read.
Where is the text situated.
What is the story behind the text
Social Media Terms
i.e. the primacy of the individual and his/her freedoms
over community life,
Collectivism, the primacy of community - or alternatively
ideas regarding safety, protection, or a needs-based social organization might permeate social structures, and seep through our everyday lives.
Community (Gemeinschaft) formed around natural will. These our are own choices - Friendship, community groups, volunteering and family.
Society ( Gesellschaft) - formed by rational will, goal orientated. Membership of city or state (rights and protection), businesses (profits)
Virtual community - formed on the net by people connected through similar beliefs, ideas and experiences.
Social Networks - formed on the internet and consisting of Nodes, tides and flows.
Nodes - people who are connected.
Ties - The ways people are connected
Flows - the content of their connections.
Homophily, that is, a tendency to link to similar others
Bonding - close bonds and solidarity which exists between close friends and family.
Bridging - which refers to the 'weak ties' that bind acquaintances, friends of friends, work contacts and so on
'maintained social capital', or the ability to hold on to social capital even when frequent face-to-face contact is no longer possible.