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  1. 1. Semiotics of New Media Literacy Melda N. Yildiz William Paterson University [email_address]
  2. 2. Construction of Meaning Sign Experience Meaning Construction Time/ era Context/ place
  3. 3. The factors that create meaning <ul><li>The meaning of signs or representations is dependent on social, cultural, and historical contexts </li></ul><ul><ul><li>Time/ era you live in </li></ul></ul><ul><ul><li>Context/ place it occurs </li></ul></ul><ul><ul><li>Previous personal and cultural experience </li></ul></ul><ul><ul><li>The physical appearance </li></ul></ul>
  4. 4. <ul><li>The discipline studying everything which can be used in order to lie , …. Semiotics is concerned with everything that can be taken as a sign. A sign is everything which can be taken as significantly substituting for something else. Umberto Eco </li></ul>
  5. 5. Statistics <ul><li>In political Washington, Statistics are weapons of war . That’s why they get manipulated, massaged, and twisted until any connection to reality is strictly coincidental. </li></ul><ul><li>Peter Carlson </li></ul>
  6. 6. The Truth but not the Whole Truth
  7. 8. The V Sign
  8. 9. V for Victory Winston Churchill gives the victory sign at a political rally, Liverpool, 1951
  9. 10. The &quot;V&quot; for victory that Winston Churchill used (with the palm facing outward, same as the American sign for &quot;peace&quot;), when the palm is reversed, it means something else... If a person used two fingers to order two beers in a British pub.. it has insulting connotations…
  10. 11. # 2 the two fingers in a 1st grade math class may refer to the number &quot;two&quot;
  11. 12. OK (okay) vs. 0K (zero kilobyte)
  12. 13. This sign might mean <ul><li>&quot;OK&quot; in the United States </li></ul><ul><li>&quot;money&quot; in Japan </li></ul><ul><li>&quot;sex&quot; in Mexico </li></ul><ul><li>&quot;homosexual&quot; in Ethiopia </li></ul><ul><li>an obscenity in Brazil </li></ul><ul><li>“Zero” in Southern France </li></ul>
  13. 14. James Mangan , 1981 Learning through pictures Yogi Bear Tsimshian Bear
  14. 15. Marguerite de Valois Queen Margot 1553-1615
  15. 16. Advantages of semiotics <ul><li>Allows us to break down a message into its component parts and examine them separately and in relationship to one another. </li></ul><ul><li>Allows us to look for patterns across different forms of communication. </li></ul><ul><li>Helps us understand how our cultural and social conventions relate to the communication we create and consume. </li></ul><ul><li>Helps us get beyond “the obvious,” which may not be all that obvious after all. </li></ul>
  16. 17. com•mu•ta•tion <ul><li>Pronunciation: (kom&quot;y u -t A 'sh u n), </li></ul><ul><li>1. the act of substituting one thing for another; substitution; exchange. 2. the substitution of one kind of payment for another. 3. Also called commuta'tion test&quot;. Ling. the technique, esp. in phonological analysis, of substituting one linguistic item for another while keeping the surrounding elements constant, used as a means of determining the constituent units in a sequence and their contrasts with other units. </li></ul>
  17. 19. Corporate Flag