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The Message

The Message . Chapter 5 . Semiotic Tradition . Semiotics of language Ferdinand de Saussure Modern founder of structure linguistics Language is arbitrary Structure approach of Language Forms Consist of speech, sounds, words, and grammar Language use is NOT arbitrary

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The Message

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  1. The Message Chapter 5

  2. Semiotic Tradition • Semiotics of language • Ferdinand de Saussure • Modern founder of structure linguistics • Language is arbitrary • Structure approach of Language Forms • Consist of speech, sounds, words, and grammar • Language use is NOT arbitrary • Language needs meaning to represent something

  3. Understanding the Structure • Saussure • Key is difference in three areas • Sound • Letters sound different: p versus b • Word form differs • Pat versus Bat • Grammatical forms • Verb tenses change meaning • “has run” versus “will run”

  4. Language vs. Speech • Language (langue) • Formal system of language used in communication • Can be analyzed apart from its use (grammatical etc) • Constant • Speech (parole) • The use of language to deliver a thought or accomplish a purpose • Flexible and changing • Linquistics = study of Language not speech

  5. Beyond Semiotics • Linguistics not enough to understand human use of language • Two primary focus: • Generative grammar • Cognitive study of how rules impact spoken language • Chomsky • Discourse • Use of language in communication • Evaluates conversations, media productions, and speeches

  6. Theories of Nonverbal Coding • Includes three dimensions: • Semantic • Meaning of signs • Syntactic • How signs are organized into system with other sign • Pragmatic • Effects or behavior created by signs

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