Workshop on Communication and Cultural Studies Slides

Abir Chattopadhyay
10/6/2018 1
Abir Chattopadhyay;
Communication, Media & Cultural
Studies

In Search of Elements &
Identities
10/6/2018 2
Abir Chattopadhyay;
Studies

Elements:
 Do we communicate?
 Why do we communicate?
 Where do we communicate?
 Which do we communicate in?
 Which do we communicate in?
 What do we communicate?
 What do we communicate?
 What do we establish?
 How do we communicate?
 Do we need any message?
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Identities:
 Who are we?
 Who am I?
 Who are you?
 Who is he/she?
 Who are they?
 What is sender‟s present status?
 What is recipient‟s present status?
 Is the receiver to be considered recipient always?
 Does the receiver participate in the interaction
independently?
All these queries will help finding the Identities.
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Studies

 Does interaction always occur independent of
any social control?
 Are sender‟s and recipient‟s roles in
interactions considered equal in value?
 Do the participants always belong to the same
semantic platform?
 If no, it may take any form like; „Dominant‟,
„Entertaining‟ and all other functional forms.
 General US Formulations of communication
however do not project suitable answers of all
these queries. They only project a linear
interaction PROCESS.
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 General approaches include chiefly process oriented
communication / Interaction;
 Following S-M-C-R – principle;
 Promote predetermined positioning of S & R (trying
somehow identical over social inequality);
 So the prime issue remains deliberate/planned
“transmission” of a thing called message;
 „Who‟ starts interactions to enrich/inform/educate
„Whom‟;
 “Whom” is supposed to remain there as participant to
receive Who‟s message; at the receiving end.
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Who – Individual and Social Identity;
What – Form and Content;
Which – Medium channel / Institutions;
Whom – Receiving End;
What Effect – Adjustment / Surveyed outcome;
Howz that if I now add a new „W‟ – WHY? Can we?
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Studies

 WW-II Ended;
 Europe was devastated;
 European countries were ideologically divided;
 Soviet Union emerged as a new power;
 US remained unaffected of the War;
 Colonies in the third world countries ended;
 Colonized nations desperately needed development;
 Economic Development was considered to be the
only criterion of development;
 Development of media & communication system
was considered as precursor of economic growth.
 New Linear Communication propositions following
Lasswell‟s principle coming in;
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Abir Chattopadhyay;
Studies

 Linear model between the Source & Destination;
 Participants‟ identities predetermined like an
organization;
 Rest is mechanistic, strictly ordered;
 Acceptance of message is predetermined;
 So transmission of message denotes success of
communication;
 Only Technical/Technological entropy is defined;
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Abir Chattopadhyay;
Studies

 Circular / Linear motion of Interpersonal
communication;
 Rest is as followed in Shannon-Weaver‟s one;
 Predetermined bonding of the sender and
recipient;
 Schramm introduced a field of experience to
denote a particular space where communication
takes place; Both share same field of experience;
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Abir Chattopadhyay;
Studies

 Consents or mass consent is the prime element of
such “field” of experience;
 One of such is Newcomb‟s linear systemic model;
 Participants sharing same experience system want
to “remain in the system” or “maintain the system”
or “like the topic”.
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Abir Chattopadhyay;
Studies

 The same „field‟ is given to mass audience in the name of „co-
orientation programme;
 B (Mass Audience) has become dependent upon A & C.
 So possibility of feedback becomes irrelevant for co-orientation;
 Less feedback is considered as „mass consent‟;
 At this moment of time we are in the highest level of consent;
 Consent turns into liking that further turns into viral;
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Studies

 Coz, both sender and recipient projected to have
same human behavioural elements; Actual social
status is not at all mentioned;
 So sender knows about the recipient; Does it?
 No social inequality is there as predicted in the
model?
 No specific social context is also mentioned;10/6/2018 13
Abir Chattopadhyay;
Studies

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 Long before, during 1930s, socially feasible
communication beyond any such consent was
formulated;
 Recipient in this model is projected to have a
„conative‟ quality;
 All six elements are NOT linearly ordered;
 Message is considered as thought structure; that
permeated into a Code of language;
 Talks about feasible social context as reference;
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 Roman Jakobson talked about the construction of
message;
 (1) As with the Emotive Attachment of Addresser;
 (2) Message „thought‟ holds a language structure;
 (3) knocks the Phatic door first;
 (4) on a suitable „Context‟, socially referential;
 (5) Reaches the Addressee;
 (6) Addressee being conative to the message places
its right to accept/reject the message;
 In this course a natural dialectical condition is
feasible in every communication practice.
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Abir Chattopadhyay;
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 Message is constructive;
 Whose message? Communicator‟s message;
 What message? A construction of language;
 Construction of what? A structure;
 Structure of What? A Thought;
 Thought of What? A Reason;
 Reason of What? Another reason;
10/6/2018 17
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 So every reason is political; Why? Coz.
 It is Communicator‟s own construction;
 So confirming the recipient is a political affair;
 Now, What message?
 That leads to a reality.
 What Reality? Reality of a social affair or Object.
 So Reality is a construction - of What?
 A Structure. Why?
 Reality represents the Event or Object.
 Recipient may have a different opinion or idea;
10/6/2018 18
Abir Chattopadhyay;
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 Both are visual structures representing social affairs or
events - as a message;
 If unit of the Society is Action or Interaction –
 Unit of all Social (structures) Texts? SIGN.
 These are therefore two Signs; Sign of What?...10/6/2018 19
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 What is Sign?
 Sign is an arbitrary structure or unit structure
that denotes something; What something?
 Any Idea/meaning. What Idea? Personal, Local,
Regional, National, Universal.
 These photos give you the universal idea of the
Sign and code (arrangement of signs).
Rose + Love
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 What are these? Signs – of Traffic post, Games;
 What do they disseminate? Nothing;
 Society or system communicates about these
arbitrary Signs;
 Can you change the meanings or denotations of
these Visual Signs?...
 There are other Codes; Verbal and Written;
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 The study of Signs and Codes is known as
Semiology;
 Semiology helps us understand the
construction of message communicated;
 Semiology or Semiotics deal with the extension
of structures in reality and materialist world;
 Semiology is such a process that analyzes
sociological and cultural aspects of every
communication practice;
 Semiology follows the philosophy of
structuralism; i.e. Ruling of Structure
10/6/2018 22
Abir Chattopadhyay;
Studies

Frontrunners of Semiology are:
 Ferdinand De Saussure (1857-1913)
 Charles S. Peirce (1839 – 1914)
 Michail Bakhtin (1895-1975)
 Roland Barthes (1915 – 1980)
 Poststructuralist theorists, later on, have had used
concepts of semiology to go beyond the limits of
structuralism i.e. Rule of Structure;
 They had broken all conventional rules of Signs,
analyzed earlier; e.g. Rose is released from being
the Sign of Love etc.
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Reality Objects
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 Peirce used Interpretant as concept or signified;
 Meaning as signified comes from the Signifier
(Representation);
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For Saussure:
 Idea of a Sign structure and sound produced is
the signifier;
 Concept established about the reality object is
signified;
For Peirce:
 The form of the Sign is signifier, as it is
represented;
 Interpretant is the signified as it describes the
sign;
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Studies

 All are arbitrary Signs of …
 Only Idea of a structure produces a concept /
interpretant – as Signified;
 That signified can identify the object;
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Abir Chattopadhyay;
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 1st Order: Red Rose (Sr.) – Romance (Sd.)
 2nd Order: Rose Romance – Love (Form - Sr)
 2nd Order: Offering Rose declares Love (Myth)
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Abir Chattopadhyay;
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 2nd Order Signifier: individual and social production of meaning;
 2nd Order Signified: Content as Myth;
 What does it signify? as form – meaning continues; as content -
myth
 Love, Relation, Sunny Relations, Acting, Heterosexuality etc.
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Abir Chattopadhyay;
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 New meanings of message being produced over
older myths or mythic structures;
 Further communicative actions add further
meanings over older forms;
 Older contents become myth; Symbol of love etc.
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 Metaphors are frequent in every communication
practice;
 Metaphors export a meaning on its shoulders;
 What meaning? Meaning of messages;
 Metaphors add value to the message;
 What value? Emotional value, value of meaning;
 Metaphors can be proverbial, written, visual;
 Metaphors are literary, commercial in nature;10/6/2018 31
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1
2
3
Visual metaphors add more
value to the meanings of
message; 10/6/2018 32
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 Metonym works as symbolic sign;
 Metonyms represent the reality;
 Metonyms also extend / go beyond the reality
to frame a new reality; from fork to UNICEF
msg;
 All three metonyms project the new reality;
 Literate metaphors also work as well; (p-96);
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1: filmic metonyms
2: traditional metonyms of prostitution
3: social metonyms
10/6/2018
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All Photos taken from various Internet Sources

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