CCT210H5 Lecture Notes - Lecture 5: Semiotics, University Of Toronto Mississauga, Polysemy
18 Oct 2017
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Produce meanings by referring to the world outside themselves. Usually contains dominant readings (ie. stuart hall readings) Dominant, negotiable and opposition meanings are the three different types of readings. It is important to consider the role of the audience. Texts have no meaning until they have something that can be interpreted. Ie. media industries are interested in how users use their mobile devices. It is important to examine the reader reading the text. Ie. if a tweet has millions of retweets and likes, the text is being influenced and passed on to other viewers. Syntext - as fragmented random texts by simply synthesizing them in an organized fashion. At the level of the signifier, newspapers are perceptibly different. Ie. the toronto sun vs the globe and mail. When the newspapers is the form of presenting to the audience, there is a perception it carries where we would respect/trust the source of the media.
