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Sociology of Media (2) Approaches to Media Analysis II and III:

Sociology of Media (2) Approaches to Media Analysis II and III:. Semiotics and Audiences (14.11.2007). Outline. Semiotics: Intertextuality Genre Narrative Myth Discourse The Subject Audiences Passive Active Situated Cultivated. Hall: Encoding/Decoding. Programme

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Sociology of Media (2) Approaches to Media Analysis II and III:

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  1. Sociology of Media (2) Approaches to Media Analysis II and III: Semioticsand Audiences (14.11.2007)

  2. Outline Semiotics: • Intertextuality • Genre • Narrative • Myth • Discourse • The Subject Audiences • Passive • Active • Situated • Cultivated

  3. Hall: Encoding/Decoding Programme as meaningful discourse Encoding Decoding Meaning Meaning structures 1 structures 2 Frameworks Frameworks of Knowledge of Knowledge Relations of Relations of Production Production Technical Technical Infrastructure Infrastructure

  4. Intertextuality • Texts relate to other texts • Bringing in different voices • Reported speech • Direct speech • Indirect speech • M.M. Bakhtin • V.N. Volosinov • J. Kristeva • J. Derrida

  5. Genre Fairclough: • 1. activity type • 2. Embedded sequence • 3. emergent forms • Primary and secondary genres

  6. Genre • Dayan and Katz: newsgenres • Contest • Conquest • Coronation

  7. Structures (Todorov): 1. Initial Equilibrium 2. Turbulence 3. Disequilibrium 4. Intervention 5. Restored Equilibrium Functions (Lewis): 1. Enigma 2. Suspense 3. Closure Narrative Analysis

  8. Theoretical spin-offs • Myth: naturalizing what is arbitrary (cultural, historical) • Discourse: Power + Knowledge: constitutes the conditions under which particular utterances become meaningful • The Subject: OF versus IN representation

  9. 2.III Audiences

  10. The System Model of Communication SENDER >> MESSAGE >> RECEIVER

  11. Question • How are audiences ‘structured’ in relation to media-consumption practices

  12. Outline: 4 answers 1. Media-Consumption is primarily determined by media-output. 2. Media-Consumption is largely independent from media-output. 3. Media-Consumption is structured according to relations of domination. 4. Media-Consumption is embedded in existing cultural practices of everyday life.

  13. Passive vs. Active Audiences • Polysemy of texts • The existence of common sense • The structures of grammar and logic • Audiences are themselves diverse groups

  14. Encoding/Decoding

  15. Pierre Bourdieu • Cultural Capital • Taste • Classification • Habitus

  16. Habitus • Regulation Device Between: • Individual and Social Formation (Group; Institution; Class; Society) • Past and Present (Experiences) • Emotion and Cognition • Unconscious and Conscious • Rules and Transgressions • Order and Change

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