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SIGNS, CODES AND CULTURES
SMST 101 The Moving ImageLecture 3
Tuesday 24 March 2009
CODES PROVIDE A FRAMEWORK WITHIN WHICH
SIGNS MAKE SENSE
Tuesday 24 March 2009
Tuesday 24 March 2009
Tuesday 24 March 2009
CODES ARE INTERPRETIVE FRAMEWORKS USED BY BOTH
PRODUCERS AND INTERPRETERS OF TEXT
Tuesday 24 March 2009
3 KINDS OF KNOWLEDGE NEEDED BY INTERPRETERS
• 1. the world (social knowledge);
• 2. the medium and the genre (textual knowledge);
• 3. the relationship between (1) and (2) (modality judgements).
Tuesday 24 March 2009
DOGS MUST BE CARRIED ON ESCALATORS
Tuesday 24 March 2009
IN CREATING TEXTS WE SELECT AND COMBINE SIGNS IN RELATION TO THE CODES
WITH WHICH WE ARE FAMILIAR IN ORDER TO LIMIT
THE RANGE OF POSSIBLE MEANINGS
Tuesday 24 March 2009
Tuesday 24 March 2009
http://www.youtube.com/watch?v=qNq_WMRTOAY&feature=related
Tuesday 24 March 2009
• In reading texts, we interpret signs with reference to what seem to be appropriate codes
•Learning these codes involves adopting the values, assumptions and 'world-views' which are built into them without normally being aware of their intervention in the construction of reality.
Tuesday 24 March 2009
http://www.youtube.com/watch?v=hjNY4o_i5RY
Tuesday 24 March 2009
•We have to decode the cues. Semioticians argue that, although exposure over time leads 'visual language' to seem 'natural', we need to learn how to 'read' even visual and audio-visual texts
Tuesday 24 March 2009
SIGNS ARE NOT MEANINGFUL IN ISOLATION, BUT ONLY
WHEN THEY ARE INTERPRETED IN RELATION
TO EACH OTHER
Tuesday 24 March 2009
WHO CARES?
Tuesday 24 March 2009
SEMIOTICS AND POP CULTURE
Tuesday 24 March 2009
PEOPLE USE SYMBOLIC POWER TO ACHIEVE INDIVIDUAL AND
COLLECTIVE OBJECTIVESLull, 2000 (p 172)
Tuesday 24 March 2009
THE AMERICAN
DREAM
Tuesday 24 March 2009
THE AMERICAN
DREAM?
Tuesday 24 March 2009
BOW WOW - BASKETBALL (FT.
FABOLOUS & JERMAINE DUPRI)
http://www.youtube.com/watch?v=xAL3mAdr5VU
Tuesday 24 March 2009
“THE MEDIA CONTINUE TO CONCENTRATE ON
STEREOTYPICAL ASPECTS OF AMERICAN BLACK CULTURE IN PURSUIT OF CORPORATE
PROFITS”
Lull 2000 (p 184)
Tuesday 24 March 2009
STREET BALLhttp://www.youtube.com/watch?v=0kSmis2g3SI
Tuesday 24 March 2009
“THE BASKETBALL SHOES ... NOT ONLY TURN CULTURE INTO A COMMODITY, THEY
ALSO EXTEND THE CULTURE”Lull 2000 (p 182)
Tuesday 24 March 2009
IRONICALLY, MAINLY WHITE-OWNED
COMMERCIAL MASS MEDIA ARE LARGELY RESPONSIBLE
FOR PROMOTING BLACK POP Lull 2000 (p 184)
Tuesday 24 March 2009
SUGARHILL - RAPPER’S DELIGHThttp://www.youtube.com/watch?v=YqFpAF70UWI
Tuesday 24 March 2009
CROSSOVERThe culture crossover converges from all ethnicities toward
black popular culture, but not the other direction
Tuesday 24 March 2009
http://www.youtube.com/watch?v=RHoel3njATA
Tuesday 24 March 2009
Tuesday 24 March 2009
http://www.youtube.com/watch?v=MMCs7W5RqM8
Tuesday 24 March 2009
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