Module number: 6741 & 7741title: Engaging Culturesession: 4 “Agur!” Thats a greeting. Or is it? How would you know?
Opening prayerThe grace of our Lord JesusChrist, the love of God and thefellowship of the Holy Spirit bewith youAnd also with you.God, help us to listen;and in our listening to hearYou.God, be in our thinking:and renew our minds.God, we will speak together:let our conversations be 2words in the Word.
Opening prayerThe grace of our Lord JesusChrist, the love of God and thefellowship of the Holy Spirit bewith youAnd also with you.God, help us to listen;and in our listening to hearYou.God, be in our thinking:and renew our minds.God, we will speak together:let our conversations be 3words in the Word.
What were looking attoday ...The questions of culturesand meaning:semiotics and the socialdimensions of meaning 4
How were learning ... Discussion Some exercisesintrospection,reflection on experience, Listening Reading ... 5
Why were learningthis ...Continuing to engage withsome of the basics of thedebates that could help toresource our ownexploration and analysis oftexts and artefacts.We also need to begin tothink about the biggerissues surrounding 6artefacts...
I.e. the meaning is intrinsic to Signs can beignified is extrinsic to the signifier motivated or arbitrary 7
Lets see if weve got that ...… choose a something,Then tell your neighbour;Whats the signified, thesignifer and the sign .. 8
Signifier may be used habitually in c signifiedAnd so pick up connotations from that syntacticd the edges or in the background; emotional col 9
Some examples …? 10
Connotative meaning - Compare / contrast:“lady” “woman” “girl” “wench” “lass” “ Buzz and plenarise .... 11
What was Barthes saying about this image? What was he getting at?Photocopy at:http://www.scribd.com/doc/4477636/Mythology-eBook-En-PDF-Barthes-Roland-Mythologies-Myth- 13Today
A lot of writing onsigns /semiotics tendsto focus on anindividual interpreter.Barthes draws ourattention to social(and thereforepolitical) dimensionsof meaning; notably“mythologies”. 14
And he does it by a recursion of the sign... for m Significatian conceptOften using connotative meanings. 15
Myth. /mɪθ / n.... Myths can be seen as extended metaphors.Like metaphors, myths help us to make sense ofour experiences within a culture. They expressand serve to organize shared ways ofconceptualizing something within a culture. ... tomake dominant cultural and historical values,attitudes and beliefs seem entirely natural,normal, self-evident, timeless, obvious common-sense - and thus objective and true reflectionsof the way things are. 16
Pick up from the definition of myth;“... shared ways of conceptualizing somethingwithin a culture” Ds concept Our concept Bs concept Cs concept 17
“... shared ways of conceptualizing somethingwithin a culture” therefore involves (usuallyby connotative meaning) .... Power and resistance Our concept: negotiated Solidarity and (better: group identity negotiating) between sign users Play, pleasure, entertainment Look (again) at Vanhoozers 10 principles ... 18
Hegemony. /hɛˈɡɛməni/ or /hɛˈdʒɛməni/ n .......the predominance of one social class overothers ... political and economic control,... theability of the dominant class to project its ownway of seeing the world so that those who aresubordinated by it accept it as common senseand natural. 19
ideology. /aɪdiːˈɔlədʒi/ n ....... a system of ideas and beliefs. ... closely tiedto the concept of power ... "shared ideas orbeliefs which serve to justify the interests ofdominant groups" ... it legitimises thedifferential power that groups hold and as suchit distorts the real situation that people findthemselves in. 20
ideologymythhegemonyHow do yousee thesethings playingout in thisimage?Buzz > 21plenary
Fiske and theshoppingmall ...(Reading thePopular) etcWhat do wemake ofshoppingmalls? 22
Not just seeing ordinarypeople as victims anddupes of mass media etc.“Semiotic guerilla warfare”“bricolage” (making do)significance of the idea... 23
Can we come up with examples of…“Semiotic guerilla warfare”“bricolage” (making do)significance of the idea...From our own lives, communities,experiences, observations orreading? 24
Another tool-of culturalanalysis ... 25
place in Sign systemAttemp s ts To Identificontrol. cation .. What is Received produce & d re-used And how? 26
And ....For tomorrow ...Revisit and add to or rework your culturalartefact (or choose another, if you wish) totalk about it in the light of the things wehave looked at today. 27