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# Health check lesson, semiotics1

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### Health check lesson, semiotics1

1. 1. Semiotics and their audience
2. 2. We are not viewing texts from a producers point of view, we are viewing them from an audience’s point of view. When we are passive we miss key points that link to the Exam. Today Stage one – To understand the theory of Semiotics Stage two - Investigate how applying Semiotics to analysis enables us to see how different audiences respond differently to texts. Stage three - Apply our skills to tasks to expand and check understanding. The result – Our analysis skills are enhanced, we actively view texts in much more detail, understanding how are texts can be considered polysemic.
3. 3. Semiotics The theory of Semiotics is the study of symbols and their interpretation. The theory consists of an equation. The Signiﬁer + the Signiﬁed = A Sign Ferdinand De Saussure
4. 4. The Signiﬁer and the Signiﬁed The Signiﬁer is an object that carries a meaning. The Signiﬁed is the meaning we decode from the Signiﬁer. CAT The meaning could be carried by any series of random letters.
5. 5. The Signiﬁer The Signiﬁer is an object that carries a meaning. BL ACK Does the Signiﬁer represent the Signiﬁed?
6. 6. The Signiﬁer The Signiﬁer is an object that carries a meaning. BLACK
7. 7. The Signiﬁer  ‫أسود‬ The Signiﬁer is an object that carries a meaning. 黑色 Noir Schwarz The Signiﬁer on its own is nothing, it is our interpretation of it that creates meaning. Interpretations of Signiﬁers can differ. Is every object a Signiﬁer?
8. 8. Semiotics – The equation The Signiﬁer + the Signiﬁed = A Sign This equation allows human thought to occur. The premise of Semiotics allows us to think of content that is not in our current environment. Task. Write down the meaning that is carried by the following Signiﬁers.
9. 9. •  •  •  •  Connotes Perfect in UK/Italy Connotes Sex in Mexico Connotes Zero in France Connotes Aggression in Brazil Signiﬁers give people different meanings depended on their own experiences, culture, background and even class Are you currently carrying Signiﬁers?
10. 10. Semiotics – The equation The Signiﬁer + the Signiﬁed = A Sign A sign is an object that carries and then connotes meaning.
11. 11. The Signiﬁer + the Signiﬁed = A Sign Media Texts are signs that carry huge amounts of signiﬁers and again our interpretations (the signiﬁed) can differ from one another.
12. 12. Audience responses Because our interpretations of the media texts (Signs) differ, audiences respond to texts in different ways depending on their own background, morals, culture and beliefs. Preferred Negotiated Oppositional
13. 13. Preferred Response The audience translates the sign as the creator intended MMMM, that looks nice, I might treat myself.
14. 14. Negotiated Response The audience acknowledges the intentions of the sign but modiﬁes it to suit their needs That looks nice, I may get a pack of those, Actually Ill only get one as I think they are a bit fattening
15. 15. Oppositional Response The audience understands the intentions of the sign but rejects it due to their own culture, morals and beliefs How ridiculous using that skinny celeb for such an unhealthy product, wont be buying one of those
16. 16. Tasks -  -  -  -  You will be put into groups Different group per task 15 minutes to complete Then you will teach the rest of class the content you have learnt.
17. 17. Task 1 Complete the worksheet regarding audience responses to the assigned advertisement(s). Sarah , Jordan-Megan, Danny Mccauley, Rose, Jack, Yasmin
18. 18. Task 2 Complete the worksheet regarding different audience responses to the assigned Mad Men clip. 1 ) Romany – Evie – Leah - Mackenzie 2) Ella, Michael.B, Conor
19. 19. Task 3 Further research into the theory of semiotics by viewing the assigned video and complete the worksheet regarding Pierce’s extension of Semiotics. Chloe, Tom, Rhian, Michael. M
20. 20. Task 3 Symbol
21. 21. Task 3 Icon
22. 22. Task 3 Index
23. 23. Complete the worksheet regarding audience responses to the assigned advertisement(s). Task 1
24. 24. Task 1
25. 25. Task 2 Complete the worksheet regarding different audience responses to the assigned Mad Men clip.
26. 26. Analyse the muted clip and read the signiﬁers alongside technical conventions to establish the narrative and its target audience
27. 27. Task Explain and justify the preferred audiences gratiﬁcations Explain and justify a negotiated response to Mad Men Give reasons why an audience would gain an oppositional response to Mad Men? All answer should note key sequences and technical conventions from the narrative of “The Other Woman”