Signs Code and Cultures(2)

SIGNS, CODES AND CULTURES

SMST 101 The Moving ImageLecture 3

Tuesday 24 March 2009

CODES PROVIDE A FRAMEWORK WITHIN WHICH

SIGNS MAKE SENSE


CODES ARE INTERPRETIVE FRAMEWORKS USED BY BOTH

PRODUCERS AND INTERPRETERS OF TEXT


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).


DOGS MUST BE CARRIED ON ESCALATORS


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


http://www.youtube.com/watch?v=qNq_WMRTOAY&feature=related






• 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.


http://www.youtube.com/watch?v=hjNY4o_i5RY




•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


SIGNS ARE NOT MEANINGFUL IN ISOLATION, BUT ONLY

WHEN THEY ARE INTERPRETED IN RELATION

TO EACH OTHER


WHO CARES?


SEMIOTICS AND POP CULTURE


PEOPLE USE SYMBOLIC POWER TO ACHIEVE INDIVIDUAL AND

COLLECTIVE OBJECTIVESLull, 2000 (p 172)


THE AMERICAN

DREAM


THE AMERICAN

DREAM?


BOW WOW - BASKETBALL (FT.

FABOLOUS & JERMAINE DUPRI)

http://www.youtube.com/watch?v=xAL3mAdr5VU






“THE MEDIA CONTINUE TO CONCENTRATE ON

STEREOTYPICAL ASPECTS OF AMERICAN BLACK CULTURE IN PURSUIT OF CORPORATE

PROFITS”

Lull 2000 (p 184)


STREET BALLhttp://www.youtube.com/watch?v=0kSmis2g3SI


http://www.youtube.com/watch?v=0kSmis2g3SI

http://www.youtube.com/watch?v=0kSmis2g3SI

“THE BASKETBALL SHOES ... NOT ONLY TURN CULTURE INTO A COMMODITY, THEY

ALSO EXTEND THE CULTURE”Lull 2000 (p 182)


IRONICALLY, MAINLY WHITE-OWNED

COMMERCIAL MASS MEDIA ARE LARGELY RESPONSIBLE

FOR PROMOTING BLACK POP Lull 2000 (p 184)


SUGARHILL - RAPPER’S DELIGHThttp://www.youtube.com/watch?v=YqFpAF70UWI


http://www.youtube.com/watch?v=YqFpAF70UWI

http://www.youtube.com/watch?v=YqFpAF70UWI

CROSSOVERThe culture crossover converges from all ethnicities toward

black popular culture, but not the other direction


http://www.youtube.com/watch?v=RHoel3njATA




http://www.youtube.com/watch?v=MMCs7W5RqM8




Signs Code and Cultures(2)

Education

Transcript of Signs Code and Cultures(2)