DENOTATION & CONNOTATION
Jun 24, 2015
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.