Media Represenation Flashcards
(23 cards)
Explain Ferdinand de Saussure’s theory of semiotics. In your answer, define the terms signifier and signified
Saussure’s theory of semiotics suggests that all signs are made up of two components:
• 🔹 Signifier – the physical form of the sign, such as a spoken word, written text, image, or sound
• 🔹 Signified – the mental concept or idea that the signifier brings to mind in the receiver
According to Saussure’s theory of semiotics, how is meaning constructed through the relationship between the signifier and the signified? In your answer, explain the arbitrary nature of signs and the role of cultural codes in shaping meaning.
Saussure argued that signs are made up of a signifier (form) and a signified (concept), but their relationship is arbitrary — meaning isn’t natural, it’s created through shared cultural codes and social understanding.
How do langue (the overall language system) and parole (individual use in context) work together to shape meaning in media texts?
Saussure distinguished between langue (the overall language system) and parole (individual use in context), showing that meaning comes from both the sign and the rules of the wider governed structure it belongs to.
What does langue and parole mean ?
Langue is the system of rules and conventions and parole is the individual acts of communication, interpretation and usage
How are signs classified in Peirce’s semiotic theory?
Signs are classified in 3 different types: iconic signs, indexical signs, and symbolic signs
What are iconic signs, and how do they function?
Iconic signs are based on resemblance — they physically resemble the object they signify. Example: A photograph of a tree is an icon because it looks like the actual tree
What are indexical signs, and how do they work?
Indexical signs have a causal or evidential relationship with what they signify — they point to something with a direct connection with the signify
✅ Example: Smoke is an index of fire; a thermometer reading indicates body temperature.
What are symbolic signs, and how is their meaning understood?
Symbolic signs rely on cultural codes and shared meanings. There’s no natural link between the sign and its meaning; the relationship is learned through convention.
✅ Example: A red heart symbolises love; a national flag represents a country.
What does “iconic signs = resemblance” mean?
Iconic signs physically resemble the object they signify.
What does “indexical signs = causality/evidence” mean?
Indexical signs have a causal or evidential relationship with the signify — they illustrate to something by direct connection.
What does “symbolic signs = cultural agreement” mean?
Symbolic signs are cultural codes and shared meanings. There’s no natural link between the sign and its meaning; the relationship is learned through convention.
What are cultural codes, and how are they related to symbolic signs?
Cultural codes are shared social understandings used to interpret signs.
What is Denotation and Connotation
Denotation Vs Connotation is when Denotation- is the literal, surface-level meaning while Connotation: is The deeper, culturally shaped or emotional meaning Example: A gun
• Denotation: A weapon
• Connotation: Power, violence, protection, danger (depends on context)
How does anchorage shape the audience’s interpretation of media texts?
Anchorage is the way textual elements (such as captions, headlines, or voiceover narration) are used to fix or limit the meaning of an image or visual sign. While visuals are often polysemic (open to multiple interpretations), anchorage directs and guides the audience toward a preferred or dominant reading, reducing ambiguity
What is intertextuality
Intertextuality is when one media text references other media texts to add deeper meaning or appeal to shared knowledge.
What is Tzvetan Todorov’s Equilibrium Theory, and how does it explain narrative structure?
Todorov suggested that narratives follow a 5-part structure:1. Equilibrium – A state of normality or balance at the beginning of the narrative. 2. Disruption – An event occurs that breaks the equilibrium, creating a disequilibrium introducing conflict or change 3. Recognition – The characters become aware of the disruption. 4. Resolution – The characters attempt to repair the disruption, taking steps to resolve the conflict or restore order. 5. New Equilibrium – A new equilibrium is met, showing that the characters or world have changed. But situation is not the same as the beginning
What are the two most commonly used narrative codes identified by Roland Barthes, and how do they function within a narrative?
Barthes argued that texts are open to interpretation: 1. Enigma Code creates mystery, suspense, and raises unanswered questions in the narrative. These enigmas keep the audience engaged by delaying revelations.
- Action Code involves actions, triggers, or events that suggest something is about to happen. It builds tension and drives the plot through cause-and-effect
What role do binary oppositions play in narratives according to Lévi-Strauss?
Binary opposites create conflict, drive the narrative structure, and reveal cultural meaning.
How does media use binary oppositions to communicate ideas?
Media uses these contrasts to highlight differences in values or ideologies, helping the audience identify the central conflict.
What effect does the resolution or subversion of binary oppositions have on a story?
Their resolution or subversion gives stories depth and engages the audience.
What are binary oppositions and give examples?
Binary oppositions are pairs of opposing ideas (e.g., good vs evil).
Examples include:
• Good vs Evil (hero vs villain)
• Civilised vs Savage
• Freedom vs Oppression
How do binary oppositions affect the narrative structure?
These opposites drive the plot forward.
What kind of meanings do binary oppositions reflect in media texts?
Binary oppositions reflect societal values, norms, or stereotypes.
