COM101midtermreview - COMM101 MSB Chapter1...

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study questions and keywords Communication Studies 101 COMM101 MSB,      Chapter 1     Intertextuality - texts that refer to other texts (i.e. the ‘weave’ approach); the variety of  ways in which media and other texts interact with each other, rather than being distinct or  unique. Semiotics  - the study of signs and symbols and their use or interpretation; a qualitative  approach to relate text to surrounding social orders (i.e. languages and symptoms); works  by a means of differences Sign-  Saussure (1857-1913 a linguist, based around language) argues a sign consists of a  physical signifier (gesture, i.e.) and   an immaterial signified (the idea meant by said  gesture) cultural creation Polysemic  – many meanings Codes (CONTEXT)-  implies traditional form of communication in terms of objectivity;  set of descriptive categories or labels attached to quantities that is easily replicable “system of meanings production” Signifier/signified-  a sign (signifier) refers to something other than itself (the signified);  words have arbitrary meaning to signified (i.e R-O-S-E or spoken “rose” doesn’t relate to  the flower) ; concept, not reality of itself Referent- (Peirce 1839-1914)  emphasizes that the signified is itself a culturally shaped  object; the referent is what both the signifier and the signified refer to, yet is broader still  (i.e. no one concept of “a rose”) Realm of  possibilities  for something Symbol/icon/index (Peirce)-  Symbol : signs for which the relation is arbitrary (such as language) Icon : literal, resemble what they stand for, as in a photo/drawing; more concrete  image as opposed to “d-o-g” and what images that conjures; onomatopoeia
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study questions and keywords Communication Studies 101 Index:   causal link between a sign and that for which it stands for (i.e. runny nose  signals cold, smoke signals fire) Commutation - substitution of something for another (i.e. D-O-G switch D with F get  new meaning with F-O-G). Content analysis (CA)-  trust context of image? Quantitative method as opposed to  semiotic approach; counts open and apparent meanings to generalize meaning based on  empirical evidence. i.e. numbers form universal system Binaries/oppositions- defining  something based on having two parts   (i.e. upper lower,  man woman, man boy, etc)   in advertising, using that a product is “not __ or not __” Denote-  evoke how we experience aspects of the world, i.e. “red” is a color on the  spectrum connote-  evoke how we feel about something by linking it to other experiences i.e. Apple  connotes education, sin, health… Anchoring- 
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