Critical Approaches to Creative Media Products: Semiotics Part 2

Monday, 30 January 2017

Semiotics Part 2

Watch this as a refresh
This video as an example of how to conduct analysis

Watch this one if you did not attend last Tuesday's lesson or if you want to view the content again.

Now choose a couple of fairy liquid adverts of your preference from the list below this is part of the main assessment for this unit need to analyse as part of their assessment for this unit. Write about these on your blog using some of the key terms from handout 1 and 2 to help you.

Use this to help you Handout 2: Application of Semiotic Theory and Analysis

Fairy Liquid adverts for analysis:
▪ 1960s https://www.youtube.com/watch?v=-taEaSfPtbY&nohtml5=False
▪ 1970s (from 7.46)
http://www.bing.com/videos/search?q=1970s+fairy+liquid+advert&&view=detail&mid=51A3ECBDE7F4B305E03
D51A3ECBDE7F4B305E03D&FORM=VRDGAR
▪ 1980s https://www.youtube.com/watch?v=HO_vx96rSb4&nohtml5=False
▪ 1990s https://www.youtube.com/watch?v=mki1Zto7JZo&nohtml5=False
▪ 2000s (from 0.21 to 0.51) https://www.youtube.com/watch?v=QLMfHbEWOcI&nohtml5=False
▪ 2011 https://www.youtube.com/watch?v=J-2pkdA_vkk&nohtml5=False
▪ 2015 https://www.youtube.com/watch?v=wb7neUBxEhc&nohtml5=False

You should focus on representational issues depending on the media product they are analysing, for example, the various representations of ‘masculinity’ found in men’s lifestyle magazines. Forming an understanding of changing representations of characters and issues in television sitcoms and soaps is also useful in approaching questions about the redevelopment and redefinitions of representations. Other examples are women in Film Noir, youth in soaps, short films and sitcoms, celebrities in newspapers and magazines, and the ‘ordinary person’ in reality television. Games and interactive media are a new arena for understanding representation and learners could consider issues such as how gender is constructed and represented, who is present or absent, and who is positively and who negatively represented within the narrative of a large-scale computer game.

https://www.filminquiry.com/analyse-movies-signs/

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Key Terminology Unit 6

Circulation: is a count of how many copies of a particular publication are distributed. Circulation audits are provided by the Audit Bureau of Circulations (ABC).

Readership: is an estimate of how many readers a publication has. As most publications have more than one reader per copy, the NRS readership estimate is very different from the circulation count.

Codes: are systems of signs, which create meaning. Codes can be divided into two categories – technical and symbolic.

Conventions: are the generally accepted ways of doing something

Semiotics, or semiology, is the study of signs, symbols, and signification. It is the study of how meaning is created, not what it is.

Signifier: any material thing that signifies, e.g., words on a page, a facial expression, an image.

Signified: the concept that a signifier refers to.
Together, the signifier and signified make up theSign: the smallest unit of meaning. Anything that can be used to communicate (or to tell a lie).

Symbolic (arbitrary) signs: signs where the relation between signifier and signified is purely conventional and culturally specific, e.g., most words.
Iconic signs: signs where the signifier resembles the signified, e.g., a picture.

Indexical Signs: signs where the signifier is caused by the signified, e.g., smoke signifies fire.

Denotation: the most basic or literal meaning of a sign, e.g., the word "rose" signifies a particular kind of flower.

Connotation: the secondary, cultural meanings of signs; or "signifying signs," signs that are used as signifiers for a secondary meaning, e.g., the word "rose" signifies passion.