The document provides an introduction to analyzing media language through semiotics. It discusses key concepts like denotation versus connotation, and signifiers and signifieds. Symbols, written codes, and technical codes are examined across different media formats. Examples are provided to illustrate analyzing the symbolic codes in a movie poster or magazine cover. Gender representations in advertising are also discussed using Goffman's theories. The document aims to teach media language analysis through identifying signs and their meanings at denotative and connotative levels.
it talks about semiology, Semiotic Analysis which discuses about patterns of communication, defferentiation of ICON, INDEX & SYMBOLS, Semiotics of TV medium etcs
it talks about semiology, Semiotic Analysis which discuses about patterns of communication, defferentiation of ICON, INDEX & SYMBOLS, Semiotics of TV medium etcs
Well, I was given an assignment wherein two groups were made and given the same topic to present upon the winning team would get full marks and the losing one gets 50%.... here i give you the best presentation I have ever made in the pressure of getting full marks
Week 3, Sign Symbol Logo
Presentation from Introduction to Graphic Design, Columbia College Chicago. Much of the content taken from readings, including the textbooks: Timothy Samara's "Design Elements" and "Design Evolution." Other references cited in presentation. Please note: many slides are intended for class discussion and might not make sense out of context.
Narrative Image: The How and Why of Visual StorytellingDaniela Molnar
Explores the basics of how images communicate. Looks at various types of visual narratives. Presented to the Guild of Natural Science Illustrators at the 2011 national conference in Olympia, WA on July 12, 2011.
Well, I was given an assignment wherein two groups were made and given the same topic to present upon the winning team would get full marks and the losing one gets 50%.... here i give you the best presentation I have ever made in the pressure of getting full marks
Week 3, Sign Symbol Logo
Presentation from Introduction to Graphic Design, Columbia College Chicago. Much of the content taken from readings, including the textbooks: Timothy Samara's "Design Elements" and "Design Evolution." Other references cited in presentation. Please note: many slides are intended for class discussion and might not make sense out of context.
Narrative Image: The How and Why of Visual StorytellingDaniela Molnar
Explores the basics of how images communicate. Looks at various types of visual narratives. Presented to the Guild of Natural Science Illustrators at the 2011 national conference in Olympia, WA on July 12, 2011.
My Presentation for a sample 30mins class for my PhD course "Academic Teaching".
Credits to:
- Mazzali-Lurati S., Cantoni L., (2005), Semiotics of Photography, in
Keith Brown (ed.), ELL - Encyclopedia of Language & Linguistics.
Elsevier, Oxford, 2nd edition, v. 9, pp. 569-571.
- Rose, G. (2007), Visual Methodologies: an introduction to the
interpretation of visual materials, London, SAGE, cap. 5, pagg.
74-106.
the symbolic messages of two pairs of advertisements (perfumes and cigarettes) are decoded using semiotic analysis in order to compare the different strategies that are utilized to target different customer groups according to demographic variables such as gender and age. The findings of the semiotic analysis are discussed from the point of view of effective advertising campaigns.
Semiotics, as an integrative discipline, combining knowledge from different realms, seems to be the most useful approach in managing brands and designing marketing communication. This presentation offers a glance overview of how brand can be seen from this perspective and shows how it can be beneficial for advertising agencies and PR companies while designing the brand communication.
Media Information Literacy for Senior High Students.
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2. IDENTIFY THE CODES AND CONVENTIONS PRESENTED.
3. USE THE CODES AND CONVENTIONS OF MEDIA IN PRESENTING AN ISSUE.
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The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
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2. Session One
By the end of this session you will be able to:
Read the denotative and connotative levels of meaning within a
PRINT media text
Use and understand the key terms used in the analysis of media
language (Denotation, Connotation, Signifier & Signified)
Write a coherent analysis of the symbolic codes within a movie
poster
3. Image Analysis
CODES – rules or conventions by which
signs are put together to create
meaning.
In most cases a media text will use a
variety of codes – visual, audio and
written – that fit together in a certain
way to create a particular meaning.
4. Analysing Media Texts:
A Framework
Divides codes of media language into three categories – these can help you to
understand the meanings of a printed text
1. SYMBOLIC
Lighting & Colour
Positioning
Setting & Locations
Facial Expressions & Body Language
Objects
Key Signifiers/Images
Clothing, Hair & Make Up
3. TECHNICAL
Camera Angles
Framing (ELS, LS, MLS, MS, CU, ECU,
POV)
Cropping
Juxtapostion (2 separate signs
that together make contrasting
meaning)
2. WRITTEN
Slogan
Typeface/Font
Headlines
Captions
Style
Choice of words
Emphasis of words
5. Theorists
Ferdinand de Saussure
(1857-1913)
Roland Barthes
(1913 – 1980)
Charles Peirce
(1839 – 1914)
Saw language as a
cultural creation
rather than
something innateLooked at the
way visual
images
transmit
meanings.
Introduced the
idea of semiotics
and developed
Saussure’s
ideas.
Showed how we go
through various
stages when
deconstructing a sign
6. KEY TERM: Semiotics
Definition: The study of SIGNS
Examines how symbolic, written and technical
signs construct meaning
Looks at how meaning is made and
understood
7. KEY TERM RECAP:
Signifier & Signified
THE SIGNIFIER – The sign: a word,
colour or image (i.e. the colour BLUE)
THE SIGNIFIED – The concept/
meaning/associations that the sign
refers to (i.e. BLUE is often associated
with sadness or the sea etc.)
8. Signifier & Signified: Examples
Signifier: Red rose with a green stem
Signifies: a symbol of passion and love - this is what
the rose represents
Signifier: Brown cross
Signifies: a symbol of religion, or to be more specific
this is a symbol of Christianity
Signifier: Heart
Signifies: a symbol of love and affection
17. Signs & Cultural Differences
How we read a sign depends on our
culture:
EXAMPLE: In Britain, we
associate the colour white with
innocence, purity, weddings
In China, white is the colour of
mourning and is worn at
funerals
18. How to read the signs and
signifiers within a Media Text
All media texts have 2 layers of meaning:
DENOTATIVE LEVEL: What we actually see
CONNOTATIVE LEVEL: What you
associate with this image – we bring cultural
experiences to what we see, add our own
information and attempt to identify meaning.
19. KEY TERMS 3: Denotation &
Connotation
Denotative: The surface meaning
Connotative: The deeper or hidden
meanings and associations
21. The image connotes glamour, stardom,
sexuality, beauty
If this was one of the last
photographs of Marilyn
Monroe, we may also
associate it with her
depression, drug-taking
and ultimately death
22. This image denotes a tropical
island
The image connotes peace,
tranquility paradise, holiday,
summer to some readers.
…but think about the film
‘Castaway’, the victims of the Bali
bombings or the recent tsunami - in
this case the image may connote
isolation, fear or even death
It is important to note that images
have different connotations
depending on the reader of the
image/text
23. Denotation & Connotation within a
Media Text – A Movie Poster
The Mission Impossible Poster
denotes a MATCH and a
GLOBE OF THE WORLD
What are the connotations of
a) The match?
b) The globe?
24. TASK: Denotation & Connotation
within a Media Text – A Movie Poster
1. What are the key signifiers in the movie poster and
what do they signify?
2. What are the denotative levels of meaning in the
poster? (What does the poster denote?)
3. What are the connotative levels of meaning in the
poster? (What does the poster connote?)
4. What are they communicating to an audience?
Why?
25. Some signs are ARBITRARY – they can
have several meanings that are
contested
Eg. The Union Jack
ICONIC signs – use of a wheelchair to
indicate disabled facilities
INDEXICAL signs – smoke used to
identify fire or a tear for sorrow.
British monarchy, Ulster
Unionists, football supporters etc.
27. Session 2: Media Language
By the end of the session you will be able
to:
Identify the written codes with a print
media text
Carry out a semiotic analysis of the
symbolic and written codes within a
magazine cover
28. Recap
What is the denotative level of a media
text?
What is the connotative level of a media
text?
29. Can you name:
i) the signifiers
ii) what they signify (at least 5 meanings/associations)
D
CB
E
A
30. What do the following images:
i) denote
ii) connote
A B
31. Introduction to Semiotics:
Written Codes
The study of written codes includes:
• Slogans
• Typeface/Font
• Headlines
• Captions
• Style
• Choice of words
• Emphasis of words
32. Analysing Written Codes
1. What is the title of the magazine
and what does this connote?
2. What slogans/captions have been
used?
3. What colours are used and what do
they connote?
4. What font has been used and what
does this connote?
5. What words have been chosen?
Why do you think they have been
chosen?
6. What words are emphasised and
why do you think they have been
emphasised?
34. Session 3
By the end of the session you will be
able to:
Produce an analysis of the media
language codes within an advertisement
Analyse the representation of gender
within advertisements
39. In the portrayal of men and women, advertising often
uses the following codes and conventions:
Superiority, Domination & Body Language: Men
are shown in dominant positions and appear to be
reflective of thought and intelligence. Women are
physically portrayed in sexual or reclining poses
with blank or inviting expressions.
Dismemberment: On females, parts of the body
such as legs, chest, etc., are used, rather than the
full body. This is often applied to sell products
which are not related to the body, such as mobile
phones (right)
The Voice-Over Authority: In moving image
advertisements, male voices are used as voice-
over's in commercials rather than females.
Gender Representations in Advertising
Goffmans Theory (1972)
40.
41.
42.
43.
44. HOMEWORK ASSIGNMENT:
Carry out a Semiotic Analysis of an advertisement commenting on
the relevant headings listed below:
1. SYMBOLIC &
WRITTEN
SIGNIFIERS
Lighting & Colours
Positioning of Words & Images
Setting & Locations
Facial Expressions & Body
Language (of people)
Typeface/Font Style
Key (Main) Images/Signifiers
Clothing, Hair & Make Up
2. Goffman’s
Theory
Does the advert adhere to Goffmans
gender theory? Comment on the
representation of men/women
featured within the advert?
Minimum of 500 words please
45. Comparing Imagery
1. In pairs, discuss and
make notes on the
following:
• What is the denotative
level of meaning in each
image? What does each
image denote?
• What is the connotative
level of meaning in each
image? What does each
image connote?
• Why do you think
different images have
been chosen?
• What meanings do the
images convey to
audiences?
46. TASK: Moving Image Analysis
Watch the credit sequences to the
following TV Programmes:
1. Desperate Housewives
2. Sex & The City
3. Without A Trace/Prison Break
4. How To Look Good Naked
5. You Are What You Eat
47. Moving Image Analysis:
Media Language
1. What are the key signifiers
(Words/Images/Sounds) in the sequence
and what do they signify?
2. What does the sequence tell us about the
content of the programme? What are your
expectations of the programme after
viewing the sequence?
3. What audiences are being targeted and
how do you know?