Com3703 Media Studies: Media Content and Media Audiences Essay

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Module: COM3703 Media studies: Media content and media audiences The media: analysing content & audience I, the undersigned, herewith declare that this is my own and personal work, except where the work(s) or publications of others have been acknowledged by means of reference techniques. I have read and understood Tutorial Letter CMNALLE/301 regarding technical and presentation requirements, referencing techniques and plagiarism. Madelaine Page 29.09.2014 Signed: MPage Table of Contents Page 1. Introduction 1 2. COMMUNICATION AND MEDIA SEMIOTICS 1 2.1 Theoretical discussion 1 2.2 Application to visual example 4 3. TEXTUAL ANALYSIS: NARRATIVE AND ARGUMENT 6 3.1 Theoretical discussion 6 3.2 Application to visual example 9 4. NARRATIVE ANALYSIS 12 4.1 The sitcom: How I met your mother 12 4.2 Four phases of the sitcom (Wigston, 2009:264) 13 4.3 Vladimir Propp’s six-step narrative model 14 4.4 Seven dramatis personae categories identified by Prop 18 5. MEDIA AND VISUAL LITERACY 20 5.1 Theoretical discussion 20 5.2 Application to visual example 22 6. MEDIA, LANGUAGE AND DISCOURSE 28 7. CONCLUSION 34 Sources consulted 36 Addendum A 38 Introduction Media semiology distinguishes between different kinds of signs as a sign is never the real object, nor reality. It is only a means of referring to reality and without signs it would be impossible to communicate. A sign must therefore be perceptible, representative and interpretable. Semiotics are used to describe and understand the media as a symbolic form of expression not only as producer, carrier and dispenser of meaning for society, but also to make sense of the world. One has to agree with Chandler (2014) who says that people are meaning-makers and that they do that by their creation and interpretation of signs. A sign can be anything as long as it has an

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