1. Key Concepts- Essential

Question 1

Codes

Answer 1

Meaning systems consisting of signs. Signs are anything that has the potential to generate meaning, to signify. Once a sign’s generated meaning, it is said to have achieved signification. This is fundamental to the semiotic approach to the study of communication.

Question 2

Communication

Answer 2

A process through which meanings are exchanged.

Question 3

Context

Answer 3

The situation within which communication takes place.

Question 4

Culture

Answer 4

A particular way of life which expresses certain meanings and values.

Question 5

Identity

Answer 5

The sense we have of ourselves, which we then ‘represent’ ‘elsewhere’: a person’s social meaning.

Question 6

Power

Answer 6

Control and influence over other people and their actions.

Question 7

Representation

Answer 7

Refers to the construction in any medium (in particular mass media) of aspects of ‘reality’ such as people, places, objects, events, cultural identities and other abstract concepts. Such representations may be in speech or writing as well as still moving pictures.

Question 8

Value

Answer 8

The worth, importance or usefulness of something to somebody.