CMST 1A03 Lecture Notes - Lecture 9: Intertextuality, Deep Structure And Surface Structure, Social Text

• School: McMaster University
• Department: Communication Studies
• Course: CMST 1A03
• Professor: Dilyana Mincheva

Document Summary

Two major concepts: representation: act of putting ideas into a medium of communication, signification: process of creating meaning. Eg. a map is a representation of a place. Sign : anything that conveys meaning, composed of signifier (a sound image - gives meaning) and a signified (concept or meaning) - this relationship is arbitrary. Index: related to it (smoke means fire) Reference to or application of a literary, media or social text within another text . Polysemic texts represent a combo of symbols and symbol systems that can have different meanings based on the reader (contain multiple meanings) Consciously crafted images to attract a media audience. Institution created media message - cannot control how audience reads/interprets.