EVALUATING MESSAGES AND/OR IMAGES Flashcards
People who set down rules for correct
language use. They are the educated members of the society who have the power to sanction speakers for not following language rules. Prescriptivists equate correctness to strict observance of
the rules of grammar.
Prescriptivists
Describe the language without being hypercritical or expressing judgement.
Descriptivists
It is the information conveyed in the communication process
MESSAGE.
It includes broad categories as speech and writing or print andbroadcasting, or relate to specific technical forms within the mass media (radio, television, newspaper, magazines, books, photographs, films and records) or themedia of interpersonal communication (telephone, letter, fax, email, video-conferencing).
MEDIUM
refers to how the information is organized.
Structure
is the means by which information is expressed verbally and/or
non-verbally.
Language
covers the layout, format, length, oral delivery and any other conventions such as spelling and referencing (Hoadley and Nixon. 2017).
Presentation
involves the study not only of what we refer as ‘signs in everydayspeech, but of anything which stands for something else; in a semiotic sense, signs take the form of images, sounds, gestures and objects (Chandler, 2017).
SEMIOTICS
(sounds and images)
SIGNIFIERS
SIGNIFIEDS
(concepts)
relationship between the signifier and the signified.
SIGNIFICATION
is the process by which a culture produces signs and/or assignsmeaning to signs, but since meaning production or semiosis is a social activity, subjective factors are involved in each individual act of semiosis
SEMIOSIS
refers to the type of communication that uses technologytosimultaneously reach a wide audience.
MASS MEDIA
combines two or more of the five semioticsystems—lingistic or textual system, visual system, audio system, gestural systemand spatial system (Anstey & Bull, 2010).
MULTIMODAL TEXT
