MEDIA

CONTENT

BY DIA

NA ,

DIN

, G

AV IN,

V I CTO

R IA

INTRO

WHAT IS SEMIOLOGY

Semiology is

The study of signs and symbols and

their use or interpretation.

Signifier Signified

• The word, image, sound, etc. • The means of representation

• The concept or meaning that is being represented• Dependent on the perceiver

SIGNIFICATION

Denotation Connotation

• Most immediate level of meaning• interpretation at the most basic level of understanding.

• Second-order or ‘associative’ meanings• Broader concepts further from immediate representation• Culturally specific• Open for more possible meanings

LEVELS OF MEANING

Paradigmatic Syntagmatic

• Compares each signifier in a text to alternative signifiers.• Breaks up the text into its components.• Analyses each sign in a text independently from other signs.

• Signifiers operate together to create meaning.• Signs occur in sequence or parallel to each other. • Analyses the way each sign interacts with one another within a specific context.

RELATIONAL ANALYSIS

• A more in-depth level of analysis• Uses cultural assumptions or beliefs• A widely held, false belief or idea about an individual or a group of people

MYTHOLOGY

NARRATIVE,GENRE,

& DISCOURSEANALYSIS

NARRATIVE ANALYSIS

• Treats media texts as composed of different forms of story telling.• Narratives involve standard character types.• .Eg. villain, hero, donor, etc.

GENRE ANALYSIS

• Concerned with the establishment and operation of distinct conventions in each genre.• E.g. romance, drama, science fiction, comedy, news, etc.

DISCOURSE ANALYSIS

• Concerned with the ways in which broader beliefs, worldviews, and social structures are implemented and reinforced in verbal or written communication.

Aladdin – Prince AliCHECK. IT.

OUT.

CONTENT ANALYSIS

QUALITATIVE QUANTITATIVE

• In-depth analysis of media texts and the implications of its content.• Biased, based on one’s individualistic opinion and intentions.

• Accurate and systematic analysis.• Uses statistical and empirically proved data in analyzing content.

VIRTUAL CONSUMERISM

“We are creating a world that all may enter without privilege or prejudice accorded by race, economic power, military force, or station of birth.” - Lehdonvita