denotationconnotation
Post on 19-Nov-2014
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Semiotics
Denotation/connotation
• Media texts are encoded by producers• Audience decodes
• Audiences are generally thought of as active
• Many different readings (polysemic)
• Codes = meaning system consisting of signs – signs are things which potential to generate meaning
• Looking at how communication is the product of shared meanings
• Messages, texts, images etc… all interact within social and cultural space
• Meaning often hidden/encoded within text
Denotation• Denotation is the part
of the sign which is immediately recognisable
• Has direct relationship to the real world
• Is what we see
Gold
Connotation• Connotation includes
associations which producer & audience bring to the sign
• Links to other concepts, memories, ideas
• Different cultures have different meanings
Gold
• Preferred reading = that which the producer meant i.e. they successfully encoded and consumer decoded
• Negotiated reading = encoder and decoder agree on some elements of the text
Aberrant reading• If audiences are
active and connotations are cultural and personal then sometimes we can incorrectly decode texts
• This is an aberrant reading
Analyse an image in pairs and write a brief summary including discussion of…
• Denotation• Connotation• Preferred meaning• Negotiated meaning• Aberrant meaning
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