Cultural Semiotics II -Hall Flashcards
1
Q
What is the first step to determine anything of a message?
A
a message must be first decoded to later determine „effect“, „use“, „need“
2
Q
What is Denotation and Connotation?
A
Denotations: literal meaning (description)
Connotation: associative meaning (ideas and meanings)
3
Q
What is the polysemy of a sign and what does it depend on?
A
its the capacity of a sign to have multiple meanings, depending on context, time, encoder, decoder, culture
4
Q
What is a dominant reading?
A
widely accepted reading by people (imposed by culture/ society for social and cultural/ political world) —> not univocal or uncontested
„Preferred readings“
5
Q
What are the different readings of a message?
A
- dominant reading
- negotiated reading
- oppositional reading
