ENCODING / DECODING

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ENCODING / DECODING
From Stuart Hall
program
encoding (structures of meaning)
decoding (structures of meaning)
relations of production
relations of reception
DOMINANT NEGOTIATED OPPOSITIONAL
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Respond to this picture When was it shot? How
does it make you feel? Does it remind of other
photographs?
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Lewis Paine Executed on July 7, 1865 for the
assassination of Abraham Lincoln
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Which one is real?
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President Bin Laden
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C
C O
C O W
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Semiotics
The Study of Signs and Their Meanings
Signifier
SIGN

Signified
Symbolic arbitrary Iconic structural Indexical
copresence
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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
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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)
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Semiotics
The Study of Signs and Their Meanings
Paradigmatic Analysis vertical metaphor selective/
associative bipolar oppositions meaning by
context (media, genre)
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Semiotics
The Study of Signs and Their Meanings
Syntagmatic Analysis horizontal metonymy combinat
ive composed of paradigms narrative
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Semiotics
The Study of Signs and Their Meanings
PARADIGMS
PARADIGMS
NARRATIVE
SYNTAGMS
AURAL AND VISUAL IMAGES
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Tony Schwartz
The critical task is to design our package of
stimuli so that it resonates with information
already stored within an individual and thereby
induces the desired learning or behavioral
effect. Resonance takes place when the stimuli
put into our communication evoke meaning in a
listener or viewer. That which we put into the
communication has no meaning to itself. The
meaning of our communication is what a listener
or viewer gets out of his/her experience with
the communicators stimuli. The listeners or
viewers brain is an indispensable component of
the total communication system. His/her life
experiences, as well as.expectations of the
stimuli he/she is receiving, interact with the
communicators output in determining the meaning
of the communication.
From The responsive chord (1973)