CCT210H5 Lecture 6: Semiotics of Television + readings

• School: UTM
• Department: Communication, Culture and Technology
• Course: CCT210H5
• Professor: Elizabeth Peden

Document Summary

Television can be characterized as a social text, that is, an overarching representamen that guides and inform the wider society on issues of current concern. Image, as defined by baudrillard is: a representation of a product or service in order to enhance its value aesthetically. Lack of need to interpret ; lack of need to interpret signifier. Iconic sign that stands directly for some sort of represent. According to fiske: level one: reality: Appearance, dress, colour, make up, speech, behaviour, sound, etc: level two: representation: Camera, lighting, editing, music, sound, etc: level three: ideology: All of these are organized into coherence and social acceptability at this next level of ideological codes, such as: individualism, patriarchy, race, materialism, capitalism. Result: heroes are socially central types who embody the dominant ideology whereas villains are members of deviant or subordinate subcultures who embody the dominant ideology less completely or actually oppose it.