5. CODES ARE INTERPRETIVE
FRAMEWORKS USED BY BOTH
PRODUCERS AND
INTERPRETERS OF TEXT
Tuesday 24 March 2009
6. 3 KINDS OF KNOWLEDGE
NEEDED BY INTERPRETERS
1. the world (social knowledge);
•
2. the medium and the genre (textual knowledge);
•
3. the relationship between (1) and (2) (modality
•
judgements).
Tuesday 24 March 2009
7. DOGS MUST BE CARRIED
ON ESCALATORS
Tuesday 24 March 2009
8. IN CREATING TEXTS WE
SELECT AND COMBINE SIGNS
IN RELATION TO THE CODES
WITH WHICH WE ARE
FAMILIAR IN ORDER TO LIMIT
THE RANGE OF POSSIBLE
MEANINGS
Tuesday 24 March 2009
11. • In reading texts, we interpret signs with reference
to what seem to be appropriate codes
• Learning these codes involves adopting the values,
assumptions and 'world-views' which are built into
them without normally being aware of their
intervention in the construction of reality.
Tuesday 24 March 2009
13. • We have to decode the cues. Semioticians argue
that, although exposure over time leads 'visual
language' to seem 'natural', we need to learn how
to 'read' even visual and audio-visual texts
Tuesday 24 March 2009
14. SIGNS ARE NOT MEANINGFUL
IN ISOLATION, BUT ONLY
WHEN THEY ARE
INTERPRETED IN RELATION
TO EACH OTHER
Tuesday 24 March 2009
21. “THE MEDIA CONTINUE TO
CONCENTRATE ON
STEREOTYPICAL ASPECTS OF
AMERICAN BLACK CULTURE
IN PURSUIT OF CORPORATE
PROFITS”
Lull 2000 (p 184)
Tuesday 24 March 2009
22. STREET BALL
http://www.youtube.com/watch?v=0kSmis2g3SI
Tuesday 24 March 2009
23. “THE BASKETBALL SHOES ...
NOT ONLY TURN CULTURE
INTO A COMMODITY, THEY
ALSO EXTEND THE CULTURE”
Lull 2000 (p 182)
Tuesday 24 March 2009
24. IRONICALLY,
MAINLY WHITE-OWNED
COMMERCIAL MASS MEDIA
ARE LARGELY RESPONSIBLE
FOR PROMOTING BLACK POP
Lull 2000 (p 184)
Tuesday 24 March 2009
25. SUGARHILL - RAPPER’S DELIGHT
http://www.youtube.com/watch?v=YqFpAF70UWI
Tuesday 24 March 2009
26. CROSSOVER
The culture crossover converges from all ethnicities toward
black popular culture, but not the other direction
Tuesday 24 March 2009
