objective [1] To begin a closer exploration of how signs construct meaning
objective [2] To embark on gathering an initial understanding of what semiotics entails
objective [3] To apply understanding to a media product
Contextual Background:
As a species, homosapien man has always been a meaning maker seeking to make sense of the world around him and to communicate this to others.
Such a desire is the foundation that lies behind the creation of a sign system, which might be better termed a meaning system. Such systems are the basis of each culture. The increasing sophistication of such sign systems both mirrors and expands human understanding.
From the cave paintings of 15,000,000 BC to the current smart phone, the connection is our desire to create and share meaning.
It is from this that the area of study known as SEMIOTICS has developed.
SEMIOTIC ANALYSIS POWERPOINT – REFER TO INITIAL SLIDES HERE
Consider the images on the slide - the wooden cross, the crucifix, the religious painting, the cemetery, the tattoo
What does each image represent - what do we see? What do we understand?
In what ways do these images offer different interpretations of similar icons?
If we have shared 'understandings' but take different 'meanings' what does this tell us about semiotics [the use and impact of signs].
Look at the slides of images of 'Family'
What idea of family do you recognize? Do these meet your own ideas of your family? Is your family like the idealised version of adverts?
How is such an understanding used in our society in media products? [[family values?]
Watch the advert for KFC
Write a short response in your exercise books [about 5-10 sentences]
How is 'family' interpreted here?
Why?
What is the purpose of the advert? [apart from selling chicken]
the advert is entitled 'One Big Family' What are KFC saying about their products and their relationship with their consumers? [why not call it one big community' or 'friends'?]
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