A good, quickfire summary of the semiotics (study of signs) when deconstructing a media text, looking at how posters promote films. Film posters are a marketing strategy and an element of distribution, the second step of the film cycle succeding production and preceding the third and final step, exhibition. They are also a completely visual media text experience.
After this the two methods of text deconstruction process, dennotation and connotation.
It also touches on polysemic nature of texts, that there is not one true, fixed meaning, but multiple readings (similiar to Stuart Hall's theories on media). It then also brings in Cultural Studies when talking about meanings, when it refers to how the colour red has negative connotations in Western culture (blood, danger, threat), where as in contrast in China, an Eastern culture it has positive connotations of prosperity. This therefore makes the colour red polysemic.
The YouTuber of the video above, Grant Abbitt, also made a series of videos about audience theory. One of them was referred to to in the video, dealing with reception theory. He addresses Stuart Hall's three types of meanings, preferred (or as he calls it dominant), negotiated and oppositional. As he explains this a media theory were the audience is not viewed of as passive, but active.
After this the two methods of text deconstruction process, dennotation and connotation.
It also touches on polysemic nature of texts, that there is not one true, fixed meaning, but multiple readings (similiar to Stuart Hall's theories on media). It then also brings in Cultural Studies when talking about meanings, when it refers to how the colour red has negative connotations in Western culture (blood, danger, threat), where as in contrast in China, an Eastern culture it has positive connotations of prosperity. This therefore makes the colour red polysemic.
The YouTuber of the video above, Grant Abbitt, also made a series of videos about audience theory. One of them was referred to to in the video, dealing with reception theory. He addresses Stuart Hall's three types of meanings, preferred (or as he calls it dominant), negotiated and oppositional. As he explains this a media theory were the audience is not viewed of as passive, but active.
No comments:
Post a Comment
Please be aware that all comments will be moderated.