ML: Barthes Flashcards
Anchorage
The process of fixing the meaning, usually the meaning of an image, through the use of another component - usually a text based feature such as a header or a caption
Denotation/connotation
Denotation refers to the literal meanings of a media element, whilst connotation refers to the emotions, ideas or symbolic meanings produced by that element
Hermeneutic codes
Hermeneutic elements construct enigma, encouraging the reader to engage further with a product in order to discover the answer to the puzzle posed
Naturalisation
The process of making ideas or viewpoints feel like they are common sense when, in reality, they are constructed or manufactured by media producers
Message reduction
Barthes argues that the media tends to simplify or purify complex ideas. The reductive impulse discourages audiences from questioning the ideas presented
Proairetic codes
Refers to moments of action within media text. Proairetic moments create excitement or provide explanation for audiences
Semantic codes
Refers to any element within media text that produces a single connotative effect
Symbolic code
Repeated symbols that convey a deeper meaning
Cultural code
Any material that generates meaning from outside the product
Media as a myth
Barthes suggests that the media has replaces, or at least replicates the functions of traditional myth making.
Media conveys meaning with the ame sort of authority as myths, and produce similar ideological effects.
E.g. Products convince us of their ordinariness, when they are in fact not.
Signification
The process of meaning creation. Media elements signify or produce meanings when consumed by audiences.
Connotation/denotation
Strength & Weakness
S: Unveils how media texts layer meanings to appeal to specific audiences
W: Oversimplifies by assuming all audiences will derive the same connotations (Reception theory - Stuart Hall)
Hermeneutic codes
Strength & Weakness
S: Explains how suspense and mystery maintains audience interest, can signify the intended audience media producers had in mind via how they signify meaning through this code.
W: Doesn’t account for audiences who might lose interest or reject overly ambigious codes within media products
(Stuart Hall reception theory: Cause of media misreadings could be that elements are overly complex or too alien to be decoded as the producer intended)
Naturalisation
Strength & Weakness
S: Highlights how media perpetuates dominant ideologies.
W: Overlooks that as people become more media literate, due the mass consumption of media since the digital revolution, there is an entire audience who seek products which subvert these norms. We see this feature in many broadcast television channels remits; such as Channel 4’s ‘to be innovative and inspire change’
Response to weakness: You cannot overlook the homogenised cultural effects of television (for example). The majority of programmes share similar narratives and representations which results in audiences adopting a similar attitude.
It is too optimistic to assume that people can recognise the process of naturalisation, as (like the phenomena’s name) it appears natural as the same ideologies have been engrained within narratives across all forms of media..
Message reduction
Strength & Weaknesses
S: Highlights how mainstream media products will often streamline representations in order to ensure it is as digestible as possible for the largest number of people.
Arguably reflected in Levi-Strauss’s theory of Structuralism. As audiences tend to respond well to easily identifiable meanings/representations - even if they are reductive.
Weaknesses: May not still be as applicable. (Stuart Hall Reception theory & Gauntlett’s identity theory) Audiences may form an oppositional reading to fixed identities and narratives which do not offer enough complexity.
Media producers strive for diversify their process of signification - especially as society has become more vocal about it..
