Toolkits: Useful Flashcards
Aberrant decoding
‘Reading’ a text in any other way than as it is intended.
Discourse
Forms of communication
Entropy
Lack of order or predictability in communication
Hegemony
Control the bourgeois has over people
Ideology
A set of beliefs by groups/individuals.
Intention (purpose)
What the sender wants an act of communication to ‘do’
Mode of address
The way a text ‘speaks’ to its audience
Motivation
A need or desire that energizes and directs behavior
Myth
A traditional story in a culture accepted as history.
Narrative
A story
Paradigm
Something that serves as a model, example, or pattern
Polysemy/Polysemic
Multiple meanings for the same text
Redundancy
Excessive wordiness or repetition in expression.
Signification
What signs do: the process of signifying
Syntagm
A sign which follows another sign in a particular sequence
