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Flashcards in Analysing And Deconstructing Deck (23):
1

What is semiotics?

The structured method for deconstructing media texts. The study of signs and symbols and their meanings.
Developed by Swiss Linguist, Charles Pierce and Roland Barthes.

2

What is the signifiers and the signifieds?

Signifiers - the physical object.

Signifieds - the mental concept or the meaning that the signifiers convey.

3

Iconic sign?
Indexical sign?
Symbolic sign?

Iconic sign - looks like what it represents.

Indexical sign - points to what it represents.

Symbolic sign - chosen at random to represent something of association.

4

Anchorage

Fixing of a set of meanings, often found in a photograph usually through captions or other written text.

5

Codes

A system of signs, languages and symbols that allow audiences to decode meaning.

6

Content analysis

A way of decoding meaning

7

Conventions

The expected format of a media text.

8

Culture

Understood through the different system of communications produced by language and arts from different countries.

9

Connotations

Different meanings produced by the sign. Connotation is open to interpretation

10

Decoding

The process where meaning is deconstructed by the audience

11

Denotation

Physical form of the sign, the signifier

12

Dominant preferred meaning

Meaning that is encoded into media texts and constructed by producers

13

Encoding

The meaning that has been put into a media text

14

Intertextuality

When media texts make reference to other media texts

15

Juxtaposition

Images or objects placed next to each other to create a third or different meaning.

16

Paradigmatic

A group of signs that represent the same object or idea

17

Metonym

Representational image used to stand for a whole

18

Mode of address

The way media texts speak to its audience

19

Negotiated reading

Meaning of a sign is not always agreed upon

20

Oppositional reading

Meaning that is decoded is the opposite of what was intended by the producer of the media text

21

Polysemic

Where a sign is capable of producing a number of different meanings

22

Syntagm

A chain of meaning or a completed text

23

Arbitrary sign

Signifier has no connection to the signified