Flashcards in Semiotics: Roland Barthes Deck (8):
What did Roland Barthes believe?
That everything is a sign, and that a sign is the smallest unit of meaning but each sign has multiple signified meanings
What is meant by preferred reading?
Automatically understand the intended meaning for the sign, therefore we passively agree with the values presented to us.
What type of audiences are dangerous to mainstream media producers?
Audiences that think for themselves and don't simply take symbols for face value
What is meant by oppositional reading?
Viewing the opposite to what a piece of media is intending to show
What is meant by negotiated reading?
Understand what was and intended, but you may slightly disagree
What is meant by aberrant reading?
Looking at the intention and seeing the opposite to what was intended
What does denotation mean?
Literally what is there, nothing implied