Beyond Semiotics: The Beyond Semiotics: The pragmatics of mediated pragmatics of mediated

communicationcommunication

Helen Wood, University of Helen Wood, University of ManchesterManchester

Academy of Finland October, 2006Academy of Finland October, 2006How to Study Russian Media.How to Study Russian Media.

The limits of semioticsThe limits of semiotics

Semiotics descended from Saussure as a Semiotics descended from Saussure as a dominant legacy in the Anglo-American dominant legacy in the Anglo-American tradition of media studiestradition of media studies

1.1. It is difficult to fix meaning in non-factual It is difficult to fix meaning in non-factual mediamedia

2.2. It is difficult to fix meaning in It is difficult to fix meaning in postmodern, open, polysemic textspostmodern, open, polysemic texts

3.3. Changes in new media environments Changes in new media environments suggest a move ‘beyond’ questions of suggest a move ‘beyond’ questions of representation and meaningrepresentation and meaning

4.4. Semiotics maps a literary model of ‘text Semiotics maps a literary model of ‘text and reader’ onto media formsand reader’ onto media forms

Why VolosinovWhy Volosinov Marxism and the Philosophy of LanguageMarxism and the Philosophy of Language

offers critique of Saussureoffers critique of Saussure Saussure’s distinction between langue and Saussure’s distinction between langue and

parole suggests that we can only study parole suggests that we can only study language as it is fixed in timelanguage as it is fixed in time

Argues for the dynamic, diachronic nature Argues for the dynamic, diachronic nature of language in contextsof language in contexts

The ‘drive belts’ of social change (Bakhtin The ‘drive belts’ of social change (Bakhtin Speech Genres)Speech Genres)

Why in media studies would we want to Why in media studies would we want to hold on to a model of fixity? Pragmatics hold on to a model of fixity? Pragmatics can offer a different route.can offer a different route.

New media - beyond meaning?New media - beyond meaning?

Meaning has traditionally been studied in Meaning has traditionally been studied in relation to the politics of representation.relation to the politics of representation.

It has become more complicated in a new It has become more complicated in a new media era of self-representation, instant media era of self-representation, instant messaging, new models of non-linear messaging, new models of non-linear distribution etc.distribution etc.

Because we are struggling over the politics Because we are struggling over the politics of representation does that mean there is of representation does that mean there is no meaning?no meaning?

(Scott Lash, Terranova, Poster)(Scott Lash, Terranova, Poster)

PragmaticsPragmatics

Meaning is played out in contexts.Meaning is played out in contexts. Stripping mass communications out Stripping mass communications out

of models of communication per se of models of communication per se has not allowed us to analyse has not allowed us to analyse context fully.context fully.

Meaning is also contained in the Meaning is also contained in the utterance (parole) not just in the utterance (parole) not just in the sentence (a unit of grammar)sentence (a unit of grammar)

Speech ActsSpeech Acts

Austin, Austin, How to Do Things With WordsHow to Do Things With Words Speech acts Speech acts performperform certain functions: certain functions:

they they meanmean what they what they dodo E.g. E.g. this is the basis of Judith Butler’s this is the basis of Judith Butler’s

argument about gender performativity and argument about gender performativity and the stylized repetition of the stylized repetition of actsacts. .

Feminist media studies should take up the Feminist media studies should take up the opportunity to think through the opportunity to think through the relationship between the media and the relationship between the media and the social temporality of identity.social temporality of identity.

Communicative relationshipsCommunicative relationships Bakhtin’s call for a focus upon speech Bakhtin’s call for a focus upon speech

genres, rather than the over dominant genres, rather than the over dominant emphasis upon literary genresemphasis upon literary genres

A focus on the utterance is important A focus on the utterance is important because, because, "it can determine others' "it can determine others' responsive positions under the complex responsive positions under the complex conditions of speech communication in a conditions of speech communication in a particular cultural sphere" (particular cultural sphere" (Speech Genres Speech Genres and Other Essaysand Other Essays 1986:76). 1986:76).

This can be made useful to determine the This can be made useful to determine the communicative relationships between communicative relationships between media and audiences.media and audiences.

Mechanics and methodologyMechanics and methodology The dynamic and messy nature of the The dynamic and messy nature of the

relationship between broadcasting and relationship between broadcasting and audiences is visible beyond the text/reader audiences is visible beyond the text/reader dichotomydichotomy

Media Media in time in time as communicative as communicative eventsevents Mechanics – ‘a branch of mathematics Mechanics – ‘a branch of mathematics

dealing with motion and tendencies to dealing with motion and tendencies to motion’ (OED)motion’ (OED)

A mechanism, ‘a system of mutually A mechanism, ‘a system of mutually adapted parts working together’adapted parts working together’

MutualMutual production of a communicative production of a communicative exchange exchange

Moments of televisionMoments of television

A ‘moment’ – a small portion of A ‘moment’ – a small portion of timetime

- a product of - a product of force force from a from a line of action to a particular pointline of action to a particular point

Television as experiential in time, Television as experiential in time, physically and dynamically taking physically and dynamically taking place.place.

Gets us closer to the imbrication of Gets us closer to the imbrication of textualitytextuality and subjectivity. and subjectivity.

Extract [Alice/The Time,The Place, talk show discussion program on ‘should the elderly pay for their own care?’]Talking With Television University of Illinois Press

StudioStudio HomeHome

11223.3.

KilroyKilroy Is Alf right then? Should the Is Alf right then? Should the children be inheriting? Do children be inheriting? Do children have the right to children have the right to inherit?inherit?

4455667788991010111112121313

WomanWomanKilroyKilroy

yes, yes they do. My mother yes, yes they do. My mother and father worked all their and father worked all their lives, they paid their dues lives, they paid their dues why shouldn't they have why shouldn't they have the house? I’m struggling the house? I’m struggling to look after my mum.to look after my mum.

I, I’m a le-, I, I work in I, I’m a le-, I, I work in Victoria Station cleaning Victoria Station cleaning out the lavatories and I out the lavatories and I have to work hard all week have to work hard all week and I earn just enough to and I earn just enough to keep my family…keep my family…

AliceAlice Well, perhaps they ought to Well, perhaps they ought to put an amount, state an put an amount, state an amount, if your home's - amount, if your home's - see somebody said see somebody said although your home's although your home's taken into account, a lot of taken into account, a lot of people invest their money people invest their money in valuables. Now I in valuables. Now I wouldn’t have thought of wouldn’t have thought of that you know so that’s the that you know so that’s the way of getting around it. way of getting around it.

Extract[Angela/ This Morning daytime magazine program, segment on fertility]In ‘The Mediated Conversational Floor: An interactive approach to audience reception Media, Culture and Society 29 (1)

StudioStudio HomeHome

11 GynGyn

JudyJudyGynGyn

……there are some tests that you can there are some tests that you can get over the counter through the get over the counter through the

chemists to er identify thechemists to er identify the fertile time fertile time

of the cycle but the biggestof the cycle but the biggestdifficulty really with this situationdifficulty really with this situationis obviously you're potentially only is obviously you're potentially only fertile once in every four months sofertile once in every four months sochances are obviously reducedchances are obviously reduced MhmMhmcertainly in these kind of situationscertainly in these kind of situationswe could try and step into thewe could try and step into theinvestigation half way and see if weinvestigation half way and see if wecan actually give you something tocan actually give you something toget the ovulation more regular. And I get the ovulation more regular. And I

think you should probably press think you should probably press your G.P.your G.P.

AngelaAngela MhmMhmTake your temperature it goes up!Take your temperature it goes up!That's how I got caught with mineThat's how I got caught with mine(.)(.)I took my temperature - when it I took my temperature - when it rises you have it (.) Got [Candy]rises you have it (.) Got [Candy]the first time and [Amy]the first time and [Amy]the second time so it worked. It's the second time so it worked. It's a bit spontaneous - it's like COME a bit spontaneous - it's like COME

HOMEHOME

Data reveals mechanismsData reveals mechanisms

In relation to talk shows, data reveals In relation to talk shows, data reveals mechanisms of self-reflexivity, which mechanisms of self-reflexivity, which relate to politics of neo-liberalism, relate to politics of neo-liberalism, individualisation and the gendering of individualisation and the gendering of those debatesthose debates

Second project. ESRC funded reality Second project. ESRC funded reality television project with Beverley Skeggs television project with Beverley Skeggs and research assistant Nancy Thumim (18 and research assistant Nancy Thumim (18 months of 30 month project) Programs of months of 30 month project) Programs of self-work like self-work like Wife Swap, Supernanny, You Wife Swap, Supernanny, You Are What You Eat etc.Are What You Eat etc.

Meaning in performanceMeaning in performance

Reality TV offers a mechanism of moral Reality TV offers a mechanism of moral arbitrationarbitration

Performative functions Performative functions which are revealing which are revealing of contemporary class politicsof contemporary class politics

Both types of programs are difficult to pin Both types of programs are difficult to pin down in an exact politics of representationdown in an exact politics of representation

This audience research asks questions This audience research asks questions about how about how what programs do what programs do is revealingis revealing ofof what they mean what they mean

Media and MeaningMedia and Meaning

Not functionalism, but a politics of function Not functionalism, but a politics of function over formover form

Not beyond meaning, but meaning Not beyond meaning, but meaning established in communicative contextsestablished in communicative contexts

Not active power, but power registered in Not active power, but power registered in all communicative activityall communicative activity

How are media involved in responsive How are media involved in responsive acts? acts?

How do they contribute to the ‘drive belts’ How do they contribute to the ‘drive belts’ of social change?of social change?