RVA L-1 Flashcards
Leading comm. arts professor
Artur Asa Berger
Main figures in semiotics
Ferdinand de Saussure & Charles Sanders Peirce
Sound-image; signs physical form
signifier
Concept ; the meaning or idea expressed by a sign
signified
Describes the literal meaning of the signifier
Denotation
Describe the secondary meaning of the signifier
Connotation
According to Him signs can be studied two ways?
Ferdinand de Saussure
1. synchronically
2. diachronically
sign is studied at a given point in time
synchronically
sign is studied as they develop or evolve over time
diachronically
a sequence of signs that together create meaning
syntagmatic
relationship involves signs that can replace each other, usually changing the meaning with the substitution.
paradigmatic
Peirce’s approach to signs
is something which stands to somebody for something in some respect on capacity
Peice’s typology
icons, symbols, index
Which signify by resemblance
icons
signified by convention and have to be learned
symbols
The effect caused by something
index
Design creates culture. Culture shapes values. Values determine the future
Robert L. Peters
MDA stands for
Multimodal discourse analysis
An emerging paradigm in discourse studies that extends the study of language per se to the study of language in combination with other resources, such as images, scientific symbolism, gesture, action, music and and sound.
Multimodal discourse analysis
Refers to a field of application rather than a theory.
multimodality
a theory that can be applied to look at how people perceive different modes or to understand the impact of one mode over another on memory
psychological theory
These theories could be applied to examine how communities use multimodal conventions to mark and maintain identities
Sociological &anthropological theories and interests
Is the application of multiple literacies within one medium.
multimodality
Semiotic modes can include
visual, verbal, written, gestural, and musical resources for communication
is used to describe the resources
Semiotic resource
modes
language, image, music, gesture and architecture
sensory modalities
visual, auditory, tactile, olfactory, gustatory, kinesthetic
Multimodal texts, discourses, and events, collectively called?
multimodal phenomena
from a scale which runs from the simplest line drawing to the sharpest and most finely grained photograph
degrees of the articulation of detail
range from zero articulation, as when something is shown against a white or black ____
articulation of the background
8 degreesegrees
degrees of colour saturation
of colour modulation
of colour differentiation
of depth articulation
of the articulation of light
of the articulation of tone
of the articulation of detail
of the articulation of background
