Media Text Analysis
This essay is about to analyse certain media text by using particular semiotic codes. The semiology study in particular is based on theory developed by Saussure and Pierce and means study of the signs in the text. According to Saussure the ‘language is a system of signs that express ideas’ (Saussure 1915/1966 cited in Berger, 2012:7). When media analysis is made it is about to show the relationship between the signs in certain text. Pierce states that everything we do can be seen as sign. According to him the signs can be iconic, symbolical and dimensions (Berger, 2012:4). Symbols and icons are used to represent companies ‘corporate identity’ (Berger, 2012:11). This paper in particular will be focused on the way that media text use connotation and denotation techniques. While the meaning of the connotation is the cultural meaning of certain text, it combines historical, symbolic and emotional matters to itself, the denotation represent the literal meaning of the words.In semiotics study denotations and connotations are used to show the relationship between signified and signifier.
The media text that will be analysed is magazine front cover.Defining the genre of the magazine could be seen as connotative technique, because as Lind McLoughin states the genre of magazine is due to what it content (McLoughin, 2000:xi). Different people can see different content, generally the magazine which cover will be analysed is Harper`s Bazaar. Its content is beauty, fashion, celebrities’ life and lifestyle, femininity and etc. That mean that the definition of the genre can be any of these, or many others according to the connotative techniques and the culture that the readers share, in this case it is women fashion magazine. Speaking of magazines should not forget that the cover of the product is the most important part of the whole product, because of its role as powerful advertisement for the product. The text and the image are used as powerful selling techniques and they
The media text that will be analysed is magazine front cover.Defining the genre of the magazine could be seen as connotative technique, because as Lind McLoughin states the genre of magazine is due to what it content (McLoughin, 2000:xi). Different people can see different content, generally the magazine which cover will be analysed is Harper`s Bazaar. Its content is beauty, fashion, celebrities’ life and lifestyle, femininity and etc. That mean that the definition of the genre can be any of these, or many others according to the connotative techniques and the culture that the readers share, in this case it is women fashion magazine. Speaking of magazines should not forget that the cover of the product is the most important part of the whole product, because of its role as powerful advertisement for the product. The text and the image are used as powerful selling techniques and they
Bibliography: 1. Berger, A., (2012) ‘Media Analysis Techniques’, Fourth Edition, London: Sage Publications, Inc. 2. Bignell, J., (1997) ‘Media Semiotics an Introduction’, Manchester: Manchester University Press 3. Goddard, A., (1998) ‘The Language of Advertising: written text’ London, New York: Routledge 4. McLoughlin, L., (2000) ‘Language of Magazines’ London, New York: Routledge 5. Harper`s Bazaar (May 2012) Front Cover (online) Available from: http://www.harpersbazaar.co.uk/magazine/in-the-magazine-may-2012