RepresentationAim:Explore representation theoryStarter :Look at advert a.-What can you see?What does it mean?
RepresentationWhat is representation?Representation means the way images are CONSTRUCTED to create meaning.All texts are CONSTRUCTED. They are ENCODED (meaning put in) with meanings which we DECODE (meaning explained/understood) when we analyse a text.Everything in the text is there for a reason!
RepresentationWhat is denotation?What can be seen/heardWhat is connotation?What ‘What can be seen/heard’ means to use.gDenotation: We can see a babyConnotation: The baby means innocence
RepresentationWhat is anchorage?When a text uses dialogue or captions (words) to confirm the meaninge.g. Look at the next slideHow is the meaning anchored?
Stereotypes- Lippman• Stereotypes are a shortcut used by the media in both uses of representation and audience targeting.• They are usually negative representations based on age, gender, sexuality, race and ethnicity etc
Semiotics- codes• Codes (technical codes, visual codes, iconography)Technical codes:Mise-en-scene, cinematography, editing, sound, sfxVerbal codes:everything to do with language -either written or spokenSymbolic codes/iconography:codes that draw upon our experience and understanding of other media texts, or culturee.g we know the Eiffel Tower is in Paris therefore if we see it in a film we know it is set in Paris.Logos can be iconography too.
Semiotics- codes How are technical, verbal and symbolic codes used in this advert?
Semiotics- IdeologyWhat’s this?Ideology is a set of beliefs which the producers encode in media texts.These can be:MoralReligiousPoliticalCultural
Semiotics– Signs and significationSign:a symbol which is understood to refer to something other than itself. (denotation)Signified:the meaning. (connotation)
What signs are used in this text?What do the signs signify?
Semiotics- realismWhen a text attempts to mirror the real worlde.g Pat popping out for a pint of milkAll texts have varying degrees of realismHow realistic is this trailer?
Semiotics- realismSuspension of disbelief:When an audience makes the decision to accept fiction as real for the duration of the text.e.g vampire films- while we watch them we will believe in aliens and accept the story however we know that vampires don’t exist
Semiotics- Intertextuality and Enigma codesIntertextuality:When one text references anotherEgEnigma codes:A question that is not immediately answeredEg someone is murdered...who is the murderer???
Your turnIn pairs plan a 15 min lesson (not presentation)On one of the following:• Applying Post-Modernism to representation• Applying Marxism to representation• Hyperreality in media textsYou will need to include a starter, delivery of new knowledge and an assessment activity (make it fun)
Choose one of the theories and apply to yourmoving image coursework.