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Media Analysis
What is this course?
What is this course?
An investigation of visual culture
What is this course?
We will examine how images (broadly understood) circulate in
Anglo-American culture
What is this course?
We will try to understand the mediation process (ie. how media
formalize phenomena)
What will I learn?
What will I learn?
How effects are produced
What will I learn?
How visual media organize their content
What will I learn?
The cultural history of images
Exam!
Warning! Complexity ahead!
For English program students
For English program students
You pass by attending at least five out of six session and participating in the workshops
For English program students
If you fail to attend or participate, you must instead write a six page exam paper
For SIS program students
For SIS students
No matter how often you turn up and how much you participate, you will have to write a seven page exam paper.
Media Analysis Overview
What is our focus?
What is our focus?
EncodingProductionCultural encyclopediaReception
What is social semiotics?
What is social semiotics?
CodeConventionConnotationDenotationAnchorage
Visual language
Visual language
Like any form of conventional systems (ie. texts), images have
meaning potential
Visual language
How is meaning potential different from meaning?
Visual language
Sign -> meaning(simple)
Visual language
Sign -> lexicogrammar -> meaning(complex)
Example
Visual metaphors
Visual metaphors
What are the key terms for visual metaphors?
Visual Discourses
Visual discourses
Visual discourses are visually constructed knowledges about
reality
Visual discourses
Images structure the world for us, and so are a result of ideology
Visual discourses
Images legitimizes social practices
Visual discourses
Images may contain scripts which enculturate us
Visual communication
Visual communication
Define the three components of visual communication
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