Semiotics, Structuralism and Post Structuralism

Structuralism example -Barthes (1974) Three Codes of Narrative

Argued 3 narrative codes. 1.Action codes-series of actions helps viewer follow detail and be drawn into plot (explosions, fights car chases) 2.Enigmatic codes-structuring plot around series of questions thatdraw audience in (soaps, thrillers detective) 3. Symbolic codes-often eshown in binary opposition. Man/woman.Active/passive.Criminal/police. Psycho-analytic themes-father/son or male emasvulation anxiety.

Denotation

Simplest most obvious level of meaning of a sign, be it word, image object or sound

Semiotics

The study of codes or languages and rhe signs from which they are made Think words/gestures/symbols.

Auteur Theory

This suggests the director of a film is its author and that the film reflects his or her particular visual style ,themes , values and ideologies. Grist (2000) argued Martin Scorsese always explore themes of masculinity and repression.

Structuralism

Uses a semiotic perspective to analyse societies, cultural practices and artefacts like media texts as if they were languages or signifying systems.

Understanding signs C S Pierce System categorises types of sign. Difference comes in the scale of difference between signified and signifier

1. Index sign- signifier (tin of cat food) has clise relation to signified (catfood). 2.An iconic sign=like the signified (see a photo) 3. Symbolic signs-no obvious link.Dove/peace. Blue/boy 4.Arbitary signs - meaning can change, so no clear connection between signifier and signified. E.g. words like bling have connotations to certain groups but are meaningless in themselves. SIGNS ARE RARELY VALUE FREE they have cultural meaning.

Sassure (1983) 3 levels on which we read media texts

1.syntactic level- basic denotations ( say, colour or overall effect) 2.Representational level- what representations are conveyed 3.Symbolic level -hidden cultural or symbolic meanings conveyed.Think context, audience, institution and ideology

Barthes and Myths (Structuralism theory)

Final layer of meaning relates to cultural meaning. Cinderella myth- the cultural meanings/ideologies and values conveyed are 1. Men are active and economically powerful providers. 2.Women are passive and their key role is to be sexually alluring. (See 3 codes of narrative )Structuralism

Post Structuralism

challenges assumptions of structuralism including idea of a single meaning. Plays down role of author or auteur. Emphasises range of different meanings audiences can create. Argues cannot identify clear structures, nor define relationship between signified and signifier. Texts have floating signifiers open to interpretation by different audiences. Post structuralism = strong connections with post modernism.

Fiske ( 1982) Warns Structuralism inadequate

danger of reading connotations as if they were true.

Connotation

refers to second order of meaning in which a wider range of associations may arise.