A2: Media Language Theory

[blank_start]Charles Sanders Pierce[blank_end]: "We think only in [blank_start]signs[blank_end]" Sound/image/odour, anything is a [blank_start]sign[blank_end] if we invest them with [blank_start]meaning[blank_end]

John [blank_start]Fiske[blank_end]: "[blank_start]Denotation[blank_end] is [blank_start]what[blank_end] is filmed, [blank_start]connotation[blank_end] is [blank_start]how[blank_end] it's filmed" [blank_start]Semiotics[blank_end] denotation/connotation describes the relationship between a [blank_start]signifier[blank_end] (the form it takes) and the [blank_start]signified[blank_end] (the concept it represents).

[blank_start]Barthes[blank_end]: Moves from denotation/connotation to '[blank_start]codes[blank_end]' - they're [blank_start]cultural[blank_end] and change over time according to [blank_start]society[blank_end] and [blank_start]social[blank_end] groups. 1. First order of signification - Denotation/[blank_start]Signifier[blank_end] 2. Second order of signification - Connotation/[blank_start]Signified[blank_end] 3. Third of of signification - When the [blank_start]sign[blank_end] meets the shared [blank_start]values[blank_end]/discourse of a [blank_start]culture[blank_end].