DENOTATION&CONNOTATION

Media texts are largely constructed of images but we tend to take our visual literacy (our ability to read and understand

these images) for granted.

Meaningwhat messages are being sent

Meaningwhat messages are being sent

This (like language itself) is a social construct that we have had to learn to read.

Meaningwhat messages are being sent

We make sense of itaccording to social andcultural codes and conventions

We communicate – in a world of signs - by meansof signs and sign systems.

Letters and wordswritten language

Letters and wordswritten language

Soundsspeech

Letters and wordswritten language

Soundsspeech/music

Visual imagespictures,icons,TV,film,etc.

Many media texts are constructed of words, sounds and visual images combined together to create the message.

We make sense of the media texts by decoding them.

However, we need to think about the decoding process, and the steps we take which allow us to derive a certain meaning from the text.

Deconstruction

picking apart in fine detail

An essential aspect of studying the media.

But deconstruction is only the first part of the process. We should also consider the purpose of the text.

The purpose of a text?

Or in other words, what is it trying to say?

The purpose of a text?

Or in other words, what is it trying to say?

And to whom?

We should take into account…

We should take into account…

Audience

We should take into account…

AudienceGenre

We should take into account…

AudienceGenre

Representations

Denotationfirst level of signification

Identification and definition of the basic elements of the text.

Denotationfirst level of signification

What an image actually shows and is immediately apparent, rather than the assumptions that an individual reader might make about it.

Denotationfirst level of signification

tends to be described as the 'literal', 'obvious' or 'common sense' meaning of a sign.

Connotation second level of signification

This begins when you link an object with other signs and meanings.

Connotation second level of signification

Refers to the socio-culturaland 'personal' associations (ideological, emotional etc.) of the sign.

Tipically related to the interpreter's class, age, gender, ethnicity and so on.

Connotation second level of signification

In other words what we asthe reader of the text “get” from the sign (or combination of signs). What it means to each of us.

At the denotative levelthis is a photograph of the film star Marilyn Monroe (or just ablonde woman in afur coat if we don’t know her)

We know from our experience that thisis a studio, high key, soft focus “glamour”shot which hasconnotations….

At the connotative level we might associate this photograph with Marilyn Monroe's star qualities of glamour, sensualityand beauty.

The soft focus and high key style of the studio portrait suggests Hollywood,glamour and stardom.

So does the fur.

At the denotative level this is also a photograph of the film star Marilyn Monroe.

At the connotativelevel, this time the setting and herprovocativedress have more sexual implications.

Denotation

Asian girl with long black hair looking over her left shoulder…

Connotation

Fear? Surprise? Sadness? Anger?

Yuan Ping was angry that her boyfriendkept following her.

Yuan Ping was startled. The crash from outside reminded of what had

happened yesterday.

Yaun Ping was shocked when she heard that Susan had been taken to hospital.

She wondered what the other girls were whispering about. Did theyknow something she didn’t?

Sally was sad that she was the only Asian girl in the class.

Anchorage

The fixing or limiting of a particular meaning, or set of meanings, to an image.

It is worth noting that words and phrases can also have connotations(this is familiar territory for poets)

It is worth noting that words and phrases can also have connotations

This is one of the manipulative tools of the journalist.

Consider this sentence: There are over 2,000 people with no fixed address in the city.

Consider this sentence: There are over 2,000 people with no fixed address in the city.

A NEUTRAL STATEMENT

Consider this sentence:

There are over 2,000 vagrants in the city.

Consider this sentence:

There are over 2,000 vagrants in the city.

A NEGATIVE STATEMENT

Consider this sentence:

There are over 2,000 homeless in the city.

Consider this sentence:

There are over 2,000 homeless in the city.

A POSITIVE STATEMENT

Colour also has major connotations(used a lot in cinema and TV to add more layers of meaning and mood to scenes)

Consider the connotations of:

Black/Grey

Consider the connotations of:

White

Consider the connotations of:

Green

Consider the connotations of:

Blue

Consider the connotations of:

Red

Film-makers will often (should always?) use colour in their sets and costumes to add extra meaning (connotations) to their work.