The Structure of Myth and the Structure of Western Film Based on Saussure (1974)‚ structuralism is a theoretical method derived from his theoritical work. He divides language into two component parts which together produce a third (signifier‚ signified and meaning). According to him‚ meaning is produced through a process of combination and selection. As Saussure insists‚ “In language‚ there are only differences without positive terms… language has neither ideas not sounds that existed before
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Lecture1 : Review: Last week we talked about interpersonal communications. Gofman’s argument that people put on a front or a face. Comm is dramaturgical. Different circumstances call for different aspects of yourself to be brought into the public sphere. We all know that everybody is putting up a front and acting. It is in the acting that society comes together and is able to live together. Gofman is continuation of Katz two step flow‚ role of opinion leaders‚ and importance of people in comm
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Displacement; a shift or move in the unconscious when the mind redirects a thought or word dangerous or unacceptable and substitutes it with a more affable thought or word. Condensation; where all the different elements‚ bits and pieces of thought and dreams combine into one to make sense. In this way they can stand for several different thoughts‚ feelings‚ wishes‚ ideas‚ etc. For Freud‚ condensation and displacement / substitution were used as a defense mechanism to contain aggressive and sexual
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Definition: A binary opposition is a pair of related terms or concepts that are opposite in meaning. It is an anthropological term proposed by Claude Levi-Strauss‚ one of the key figures of structuralism. Levi-Strauss borrowed concept from linguist de Saussure and Roman Jakobson that culture is like the language system‚ and the language system is about differences‚ and is composed of pairs of oppositions. Therefore Levi-Strauss held that cultures are structured‚ and are composed of binary opposites.
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What is semiotics? Semiotics is defined as the study of signs in society‚ or theory of signs‚ what Saussure called semiology ’ (Bignell 1986:5). Semiotics is about linguistic and non-linguistic signs: where linguistic signs are represented by lexical language or words (text)‚ and non-linguistic are those which are represented in visual pictures (photographs). Semioticians are looking for the systems which are based on possible signs‚ it involves different signs such as words or images‚ everything
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anthropological structuralism of Levi-Strauss (Bertens‚ 2008: 93). * Post-structuralist thought has discovered the essentially unstable nature of signification. The sign is not so much a unit with two sides as a momentary ‘fix’ between two moving layers. Saussure had recognized that signifier and signified are two separate systems‚ but he did not see how unstable units of meaning can be when the systems come together (Selden & Widdowson‚ 1997: 151). * In view of post-structuralism‚ each of the signifieds
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explains how text and each component of that text functions within the context and in relation with the rest of the components of the text. The signifier and signified are two of the three components of what is known as a sign‚ this is according to de Saussure. The signifier is a concrete sign that can be observed or touched such as a peace sign‚ a heart sign‚ a television image. The signifier is not the actual object represented but it stands in the place of the object or idea the sign refers to. The
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Jacques Derrida (1930-2004) first presented ‘Structure‚ Sign‚ and Play in the Discourse of Human Sciences’ as a paper in a conference titled ‘The Language of Criticism and the Sciences of Man’‚held at Johns Hopkins University in Baltimore‚ USA in 1966. This lecture was later published as a chapter in one of Derrida’s seminal works ‘Writing and Difference’ (1967). Derrida‚ in ‘Structure‚ Sign‚ and Play in the Discourse of Human Sciences’ appraise Structuralism for repressing the “structurality of
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hijab of the woman. The use of the colour green symbolises nature which is reflected in the use of the fruit‚ flowers and water surrounding the shampoo bottle. It is also reflected in the English words “Lively Clean and Fresh”. This advert uses Ferdinand de Saussure’s concept that ‘a sign consisted of a signifier and a signified’. (Fiske‚ 1990‚ p. 44). In this instance the colour green is the signifier and nature is the signified. The ad wants to express that this shampoo will keep your hair as clean
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Marketing Theory lecture 11: Marketing and the sign. Chapter 10 Culture has the substance of science. How does signs come to mean anything. When we see a sign‚ such as the apple on our Apple products‚ we connect this apple with many things. And we may not connect this apple with the same assumptions. E.g. what a company can charge for a bottle of water can depend on the company’s choice of signs used in their marketing. They can advertise that they donate some of the money to charity etc. Example
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