Module Identifier MC30820  
Module Title MEDIA SEMIOTICS  
Academic Year 2002/2003  
Co-ordinator Dr Daniel G J Chandler  
Semester Semester 1  
Assessment Semester Assessment   Assignment 2 - 2500 words   50%  
  Semester Assessment   Assignment 1 - 2500 words   50%  

Learning outcomes

Typically, students successfully completing this module should be able:

To understand key semioticconcepts;
To apply basic principles of semiotic textual analysis;;
To apply semiotic approaches to the analysis of mass media texts;
To assess the usefulness and limitations of such approaches.

Brief description

PLEASE SEE THE FOLLOWING WEBSITE FOR THIS MODULE: http://www.aber.ac.uk/media/Modules/MC30820/

Please note that the module identifier for this module will soon change from TF33320 to MC30820.

What is semiotics? Models of the sign. Modality and representation. Syntagm and paradigm. Denotation, connotation and myth. Rhetorical tropes. Codes. Modes of address. Encoding/decoding. Intertextuality. Criticisms and strengths. Students are offered a practical introduction to the application of semiotics to the study of the mass media and are also assisted in interpreting media theorists who have adopted semiotic approaches. They are encouraged to adopt a critical approach to semiotic theories and applications.

Aims

The aims of this module are:

To outline prevailing agendas in media education;
To examine semiotic approaches;
To outline Marxist influences in media theory;
To discuss current classroom practices in media education.

Content

The lectures are based on the following:

What is Media Education?
Models of the sign
Syntagm and paradigm
Codes (1)
Codes (2)
Key Themes
   Representation 1
   Representation 2
   Media Audiences
Neo-Marxist approaches

The tutorials provide opportunities for students to investigate and discuss themes from the lectures.

Reading Lists

Web Page/Sites
HERON DOCUMENT= Bignell:Advertisements.
HERON DOCUMENT=Leiss, Kline & Jhally: Two Approaches to the Study of Advertisements.