Semiotics

Denotation/connotation
• Media texts are encoded by producers
• Audience decodes

• Audiences are generally thought of as
  active

• Many differ...
• Looking at how communication is the
  product of shared meanings

• Messages, texts, images etc… all interact
  within s...
Denotation
• Denotation is the part
  of the sign which is
  immediately
                             Gold
  recognisable
...
Connotation
• Connotation includes
  associations which
  producer & audience
                          Gold
  bring to th...
• Preferred reading = that which the
  producer meant i.e. they successfully
  encoded and consumer decoded

• Negotiated ...
Aberrant reading
• If audiences are
  active and
  connotations are
  cultural and
  personal then
  sometimes we
  can in...
Analyse an image in pairs and write a brief
  summary including discussion of…
• Denotation
• Connotation
• Preferred mean...
Denotationconnotation
Denotationconnotation
Denotationconnotation
Denotationconnotation
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Denotationconnotation

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Denotationconnotation

  1. 1. Semiotics Denotation/connotation
  2. 2. • Media texts are encoded by producers • Audience decodes • Audiences are generally thought of as active • Many different readings (polysemic) • Codes = meaning system consisting of signs – signs are things which potential to generate meaning
  3. 3. • Looking at how communication is the product of shared meanings • Messages, texts, images etc… all interact within social and cultural space • Meaning often hidden/encoded within text
  4. 4. Denotation • Denotation is the part of the sign which is immediately Gold recognisable • Has direct relationship to the real world • Is what we see
  5. 5. Connotation • Connotation includes associations which producer & audience Gold bring to the sign • Links to other concepts, memories, ideas • Different cultures have different meanings
  6. 6. • Preferred reading = that which the producer meant i.e. they successfully encoded and consumer decoded • Negotiated reading = encoder and decoder agree on some elements of the text
  7. 7. Aberrant reading • If audiences are active and connotations are cultural and personal then sometimes we can incorrectly decode texts • This is an aberrant reading
  8. 8. Analyse an image in pairs and write a brief summary including discussion of… • Denotation • Connotation • Preferred meaning • Negotiated meaning • Aberrant meaning

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