Roland barthes’ theory.pptx
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This document discusses Roland Barthes' theory of the death of the author and defines several codes used in analyzing media texts: symbolic codes represent something else through images or symbols; semantic codes have hidden meanings understood through cultural context; pioretic codes signify that an action will occur; enigma codes hook the reader/viewer; and cultural codes can only be understood by those familiar with a particular culture. These codes provide tools for analyzing meaning in media products beyond just the literal content.
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Roland Barthes identified five types of codes used in media analysis:
1. Hermeneutic (Enigma) Codes refer to elements that create mystery and intrigue audiences.
2. Proairetic (Action) Codes signify that an action or event will occur.
3. Symbolic Codes use images to represent concepts or ideas.
4. Semantic Codes have hidden meanings or connotations that audiences understand.
5. Cultural (Referential) Codes may only be understood by those familiar with a particular culture.
Roland barthes theory
Roland Barthes' theory of codes is summarized as follows:
1) Barthes identified different types of codes used in media texts including hermeneutic codes which create mysteries, symbolic codes which use repeated symbols, semantic codes which have deeper hidden meanings, proairetic codes related to actions, and cultural codes only understood by certain cultures.
2) Symbolic codes use repeated images like a red rose symbolizing love while a black rose symbolizes death.
3) Semantic codes have deeper meanings like using black, red, and white in a movie poster to symbolize loneliness, danger, and clarity respectively.
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This proposal is for a series of print and digital advertisements for an upcoming horror-mystery-action video game called "Tainted Blood". The game's plot involves a small town where mysterious and supernatural events begin occurring, including unsolved murders, that trace back to a larger conspiracy. The ads will feature ominous imagery conveying a sense of isolation, being observed, and unnatural colors to suggest something is "off". Common horror and mystery tropes will be referenced, like vampires, ghosts, murders, and conspiracies. The target audience is teens to 30s interested in puzzles and personal horror. Legal considerations require an age restriction due to graphic content and avoiding offense through ambiguity.
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Roland Barthes Semiotic Theory (Media).pptx
This document defines and provides examples of different types of symbolic codes identified by Roland Barthes in media analysis:
1) Symbolic codes use images or objects that have come to represent something else through repeated use, such as a cross symbolizing a church.
2) Semantic codes convey hidden meanings understood by audiences, like the colors red and black symbolizing death in horror movies.
3) Proairetic codes indicate that an action will occur, like pulling out a gun signaling an impending conflict.
4) Hermeneutic or "enigma codes" create mystery to engage audiences and make them want to learn more.
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Roland Barthes identified five types of codes used in media analysis:
1. Hermeneutic (Enigma) Codes refer to elements that create mystery and intrigue audiences.
2. Proairetic (Action) Codes signify that an action or event will occur.
3. Symbolic Codes use images to represent concepts or ideas.
4. Semantic Codes have hidden meanings or connotations that audiences understand.
5. Cultural (Referential) Codes may only be understood by those familiar with a particular culture.
Roland barthes theory
Roland Barthes' theory of codes is summarized as follows:
1) Barthes identified different types of codes used in media texts including hermeneutic codes which create mysteries, symbolic codes which use repeated symbols, semantic codes which have deeper hidden meanings, proairetic codes related to actions, and cultural codes only understood by certain cultures.
2) Symbolic codes use repeated images like a red rose symbolizing love while a black rose symbolizes death.
3) Semantic codes have deeper meanings like using black, red, and white in a movie poster to symbolize loneliness, danger, and clarity respectively.
4. fmp proposal
This proposal is for a series of print and digital advertisements for an upcoming horror-mystery-action video game called "Tainted Blood". The game's plot involves a small town where mysterious and supernatural events begin occurring, including unsolved murders, that trace back to a larger conspiracy. The ads will feature ominous imagery conveying a sense of isolation, being observed, and unnatural colors to suggest something is "off". Common horror and mystery tropes will be referenced, like vampires, ghosts, murders, and conspiracies. The target audience is teens to 30s interested in puzzles and personal horror. Legal considerations require an age restriction due to graphic content and avoiding offense through ambiguity.
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This document provides an overview of several theories related to analyzing media texts, including semiotics, representation, genre, narrative, and audience. It discusses key concepts from theorists such as Roland Barthes, Ferdinand de Saussure, Stuart Hall, Laura Mulvey, and Daniel Chandler. Students are prompted to apply these concepts to analyze elements of their own media productions.
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This document defines and provides examples of different types of symbolic codes identified by Roland Barthes in media analysis:
1) Symbolic codes use images or objects that have come to represent something else through repeated use, such as a cross symbolizing a church.
2) Semantic codes convey hidden meanings understood by audiences, like the colors red and black symbolizing death in horror movies.
3) Proairetic codes indicate that an action will occur, like pulling out a gun signaling an impending conflict.
4) Hermeneutic or "enigma codes" create mystery to engage audiences and make them want to learn more.
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Audience theory
Narrative theory analyzes how media texts communicate meaning through structured stories. It views narratives as having a beginning, middle, and end that establishes causal relationships between events. Theorists like Propp, Barthes, and Levi-Strauss broke down narratives into character types, codes, and symbolic oppositions to understand how they reflect cultural values. Genre theory categorizes media texts based on shared conventions and helps audiences understand and engage with different types of texts. While genres provide structure, they can also constrain creativity, so theorists debate whether pure genres still exist or if they are evolving through hybridization.
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This document discusses genre theory and different perspectives on what defines a genre. It provides summaries of several genre theorists' views:
- Andrew Tudor argued genre defines a moral and social world.
- John Hartley said genres limit the meaning potential of texts.
- Robert Hodge and Gunther Kress viewed genres as typical text forms that link producers, consumers, topics, media and occasions.
- Daniel Chandler based genre definitions on shared conventions of content and form.
- Tom Ryall argued genre provides structuring rules and frameworks for production and audience reading.
- Steve Neall said genres in Hollywood guarantee meanings/pleasures for viewers and offset economic risks through familiarity.
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Roland Barthes' Semiotics Theory outlines different types of symbolic codes:
- Symbolic codes represent something else through images or symbols, like a cross representing a church.
- Semantic codes have hidden meanings understood by audiences, like the color red in horror movies symbolizing danger.
- Proairetic codes signify that an action will occur, capturing audience attention, like a character pulling out a gun.
- Hermeneutic codes present mysteries that engage audiences to solve, such as enticing text that builds curiosity.
- Cultural codes only reference cultures a person is part of, so some groups alone understand certain codes.
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- There are four basic advertising formats: product information, product image, personalised format that gives products human qualities, and lifestyle format that links products to lifestyles.
- Advertisers use persuasive techniques like celebrity endorsements, expert endorsements, nostalgia, lifestyle fantasies, music/sound effects to target audiences.
Narrative theory
Narrative theory analyzes how media texts communicate meaning through structured stories. It views narrative as a chain of causally linked events with a beginning, middle, and end. Theorists like Branigan, Propp, and Barthes developed approaches to analyzing characteristics like character types, codes, and underlying cultural themes in narratives. More recent theorists examine how genres, postmodern narratives, and hybrid forms challenge traditional understandings of narrative structure. Narrative theory provides concepts to inform how meaning is constructed in media texts and genres help categorize texts for audiences, creators, and scholars.
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1. Several genre theorists view genres as dynamic processes that evolve over time as people experiment with new conventions and characteristics.
2. Genres operate within broader cultural and industry contexts and can reference audience knowledge of society and other texts.
3. Horror films often function as morality plays that punish those who break social rules, addressing themes like fear of the unknown, the relationship between sex and death, and the breakdown of society.
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The document discusses understanding audiences and target audiences for media texts. It explains that producers carefully consider which audience a media text is aimed at and research audience demographics, preferences, and expectations. Different factors are analyzed like how the audience may engage with or react to the text. Marketing campaigns are then used to promote the media text and reach the intended target audience.
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The document discusses understanding audiences and target audiences for media texts. It explains that producers carefully consider which audience a media text is aimed at and research audience demographics, preferences, and expectations. Different factors of audience engagement such as identification, placement and reaction are analyzed to predict how the intended audience will respond to the media text. Marketing campaigns are then used to promote the media text and ensure it reaches the target audience.
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This document discusses genre theory and different perspectives on what defines a genre. It provides summaries of several genre theorists' views:
- Andrew Tudor argued genre defines a moral and social world.
- John Hartley said genres limit the meaning potential of texts.
- Robert Hodge and Gunther Kress viewed genres as typical text forms that link producers, consumers, topics, media and occasions.
- Daniel Chandler based genre definitions on shared conventions of content and form.
- Tom Ryall argued genre provides structuring rules and frameworks for production and audience reading.
- Steve Neall said genres in Hollywood guarantee meanings/pleasures for viewers and offset economic risks through familiarity.
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Roland Barthes' Semiotics Theory outlines different types of symbolic codes:
- Symbolic codes represent something else through images or symbols, like a cross representing a church.
- Semantic codes have hidden meanings understood by audiences, like the color red in horror movies symbolizing danger.
- Proairetic codes signify that an action will occur, capturing audience attention, like a character pulling out a gun.
- Hermeneutic codes present mysteries that engage audiences to solve, such as enticing text that builds curiosity.
- Cultural codes only reference cultures a person is part of, so some groups alone understand certain codes.
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- There are four basic advertising formats: product information, product image, personalised format that gives products human qualities, and lifestyle format that links products to lifestyles.
- Advertisers use persuasive techniques like celebrity endorsements, expert endorsements, nostalgia, lifestyle fantasies, music/sound effects to target audiences.
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Narrative theory analyzes how media texts communicate meaning through structured stories. It views narrative as a chain of causally linked events with a beginning, middle, and end. Theorists like Branigan, Propp, and Barthes developed approaches to analyzing characteristics like character types, codes, and underlying cultural themes in narratives. More recent theorists examine how genres, postmodern narratives, and hybrid forms challenge traditional understandings of narrative structure. Narrative theory provides concepts to inform how meaning is constructed in media texts and genres help categorize texts for audiences, creators, and scholars.
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1. Several genre theorists view genres as dynamic processes that evolve over time as people experiment with new conventions and characteristics.
2. Genres operate within broader cultural and industry contexts and can reference audience knowledge of society and other texts.
3. Horror films often function as morality plays that punish those who break social rules, addressing themes like fear of the unknown, the relationship between sex and death, and the breakdown of society.
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The document discusses mysticism and its connection to subliminal advertising techniques. Specifically, it investigates how myths, symbols, codes, metaphors and other hidden messages are used in advertising to unconsciously influence consumers' desires to purchase products. The goal of using these subliminal methods is to create a strong urge to buy without conscious reasoning. The document also examines various semiotic devices like denotation, connotation, paradigms and syntagms that advertisers employ to construct meanings for consumers. It argues that mysticism has influenced marketing philosophies and techniques in East Asian countries and how Western managers have sought to understand cultural symbols and myths to improve business practices.
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The document discusses the target audience for a horror film media product. It defines the audience as being males or females aged 12-34 who enjoy staying up late and getting scared. The research suggests this demographic likes horror films. The target audience would likely fall in socio-economic groups C1 and below, consisting of students and others with some disposable income. Psychographically, the film could appeal to mainstream audiences if marketed widely, or more rebellious individuals. Based on lifestyle analysis tools, the target audience would be categorized as "Tribe Wired", consisting of creative, digital young singles.
Textual Analysis
The document discusses Stuart Hall's encoding/decoding model of media texts. It explains that decoding involves making meaning from the codes within a media text, which can be visual or auditory symbols. Hall proposed that audiences can have preferred, oppositional, or negotiated readings of the codes and ideologies implicitly or explicitly presented in a media text based on their own beliefs. The document analyzes some examples of visual codes in media like magazines and games to illustrate how audiences make interpretations.
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2. It discusses Stuart Hall's theory of dominant, oppositional, and negotiated readings of media texts and provides the example of Finding Nemo to illustrate these concepts.
3. It covers the role of media institutions like Disney in the production, distribution, and marketing of media texts and how large institutions can dominate the market.
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The document discusses understanding audiences and target audiences for media texts. It explains that producers carefully consider which audience a media text is aimed at and research audience demographics, preferences, and expectations. Some key factors in analyzing audience reaction are engagement, expectations, prior knowledge, identification, and placement strategies used to target specific audiences. Different media measure audiences in various ways like ratings for TV and radio or sales and streams for music. Audience reception theories see audiences as active rather than passive, with theories around opinion leaders, uses and gratifications, and encoding/decoding of messages.
Understanding audiences and target audiences
The document discusses understanding audiences and target audiences for media texts. It explains that producers carefully consider which audience a media text is aimed at and research audience demographics, preferences, and expectations. Different factors are analyzed like how the audience may engage with or react to the text. Marketing campaigns are then used to promote the media text and reach the intended target audience.
Understanding audiences and target audiences
The document discusses understanding audiences and target audiences for media texts. It explains that producers carefully consider which audience a media text is aimed at and research audience demographics, preferences, and expectations. Different factors of audience engagement such as identification, placement and reaction are analyzed to predict how the intended audience will respond to the media text. Marketing campaigns are then used to promote the media text and ensure it reaches the target audience.
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Roland barthes’ theory.pptx
- 1. BY:Vanessa Gadzhonova ROLAND BARTHES’ THEORY “The birth of the reader must be at the cost of the death of the author.” - Roland Barthes
- 2. WOODGROVE BANK 2 Symbolic Codes Semantic Codes Pioretic Codes - An image that represents something else. - For example, a heart represents love. - A cross, might represent a church or something to do with Christianity. - A hoodie could represent the youth, rebelling behaviour, or criminal youth in a way to hide your identity. - A white, green, or red cross symbolises a pharmacy, chemist, health, or in general emergency kits. - Parts of a media product that have a hidden meaning, that there are connotations linked to something and that the audience should understand. - An example is in horror movies the way the colours red and black are predominantly used. - This has connotations of danger, blood and death. - That is why they are predominantly used in horror movies. - The pioretic codes are the action codes. - They are elements of media products that signify that something is going to happen as a result. - A general example is when in a film someone pulls out a gun. - This suggests that someone is getting shot, hurt or a conflict is going to occur.
- 3. WOODGROVE BANK 3 Enigma Codes Cultural Codes - Any mysterious part in any media text that will hook the reader in and engage them. - Would want the reader or viewer to read or watch the whole media product. - An example of this is when companies use slogans or something relatable that will want the viewer to keeping viewing the set thing or buying the certain product. - Parts of a media product which are only done to understand only if you are a part of that culture. - And if you are not a part of that set culture you would not be able to understand it. - Examples of cultures are: - Age - Country - Ethnicity - Gender - Nationality - Historical time period - Some say it excludes some audiences however it also helps include a certain audience.