Successfully reported this slideshow.

Signs Code and Cultures(2)

1,060 views

Published on

Lecture 3 - First half

Published in: Education, Technology, Business
  • Be the first to comment

Signs Code and Cultures(2)

  1. 1. SIGNS, CODES AND CULTURES SMST 101 The Moving Image Lecture 3 Tuesday 24 March 2009
  2. 2. CODES PROVIDE A FRAMEWORK WITHIN WHICH SIGNS MAKE SENSE Tuesday 24 March 2009
  3. 3. Tuesday 24 March 2009
  4. 4. Tuesday 24 March 2009
  5. 5. CODES ARE INTERPRETIVE FRAMEWORKS USED BY BOTH PRODUCERS AND INTERPRETERS OF TEXT Tuesday 24 March 2009
  6. 6. 3 KINDS OF KNOWLEDGE NEEDED BY INTERPRETERS 1. the world (social knowledge); • 2. the medium and the genre (textual knowledge); • 3. the relationship between (1) and (2) (modality • judgements). Tuesday 24 March 2009
  7. 7. DOGS MUST BE CARRIED ON ESCALATORS Tuesday 24 March 2009
  8. 8. IN CREATING TEXTS WE SELECT AND COMBINE SIGNS IN RELATION TO THE CODES WITH WHICH WE ARE FAMILIAR IN ORDER TO LIMIT THE RANGE OF POSSIBLE MEANINGS Tuesday 24 March 2009
  9. 9. Tuesday 24 March 2009
  10. 10. http://www.youtube.com/watch? v=qNq_WMRTOAY&feature=related Tuesday 24 March 2009
  11. 11. • In reading texts, we interpret signs with reference to what seem to be appropriate codes • Learning these codes involves adopting the values, assumptions and 'world-views' which are built into them without normally being aware of their intervention in the construction of reality. Tuesday 24 March 2009
  12. 12. http://www.youtube.com/watch?v=hjNY4o_i5RY Tuesday 24 March 2009
  13. 13. • We have to decode the cues. Semioticians argue that, although exposure over time leads 'visual language' to seem 'natural', we need to learn how to 'read' even visual and audio-visual texts Tuesday 24 March 2009
  14. 14. SIGNS ARE NOT MEANINGFUL IN ISOLATION, BUT ONLY WHEN THEY ARE INTERPRETED IN RELATION TO EACH OTHER Tuesday 24 March 2009
  15. 15. WHO CARES? Tuesday 24 March 2009
  16. 16. SEMIOTICS AND POP CULTURE Tuesday 24 March 2009
  17. 17. PEOPLE USE SYMBOLIC POWER TO ACHIEVE INDIVIDUAL AND COLLECTIVE OBJECTIVES Lull, 2000 (p 172) Tuesday 24 March 2009
  18. 18. THE AMERICAN DREAM Tuesday 24 March 2009
  19. 19. THE AMERICAN DREAM? Tuesday 24 March 2009
  20. 20. BOW WOW - BASKETBALL (FT. FABOLOUS & JERMAINE DUPRI) http://www.youtube.com/ watch?v=xAL3mAdr5VU Tuesday 24 March 2009
  21. 21. “THE MEDIA CONTINUE TO CONCENTRATE ON STEREOTYPICAL ASPECTS OF AMERICAN BLACK CULTURE IN PURSUIT OF CORPORATE PROFITS” Lull 2000 (p 184) Tuesday 24 March 2009
  22. 22. STREET BALL http://www.youtube.com/watch?v=0kSmis2g3SI Tuesday 24 March 2009
  23. 23. “THE BASKETBALL SHOES ... NOT ONLY TURN CULTURE INTO A COMMODITY, THEY ALSO EXTEND THE CULTURE” Lull 2000 (p 182) Tuesday 24 March 2009
  24. 24. IRONICALLY, MAINLY WHITE-OWNED COMMERCIAL MASS MEDIA ARE LARGELY RESPONSIBLE FOR PROMOTING BLACK POP Lull 2000 (p 184) Tuesday 24 March 2009
  25. 25. SUGARHILL - RAPPER’S DELIGHT http://www.youtube.com/watch?v=YqFpAF70UWI Tuesday 24 March 2009
  26. 26. CROSSOVER The culture crossover converges from all ethnicities toward black popular culture, but not the other direction Tuesday 24 March 2009
  27. 27. http://www.youtube.com/watch?v=RHoel3njATA Tuesday 24 March 2009
  28. 28. Tuesday 24 March 2009
  29. 29. http://www.youtube.com/watch?v=MMCs7W5RqM8 Tuesday 24 March 2009

×