Semiotics

A quite interpretive theory in the semiotic tradition

Theorist: Roland Barthes

1. Semiotics: the analysis of anything that can stand for something else

sign = signifier & signified

signifier: the physical form or the thing we see.

signified: the thing we can visualize based on the signifier (the meaning)

2. Two sign systems

• Denotative sign system: a descriptive sign without ideological content
• Connotative sign system: a sign that has lost its historical referent
  • Therefore, it’s about power status quo. People with more power will make the semiotics look natural, and conceal the power status.

3. Why semiotics in mass communication

Most semiotics signs, when then come into mass comm, they become buzzwords/memes, and then become part of the social culture.

Media technology can spread it quickly.

4. Critique

• Semiotics has not generated a large community of agreement.

Uses and Gratifications

A quite objective theory in the socio-psychological tradition.

Theorist: Elihu Katz

We use media for different reasons.

1. Assumption 1: People deliberately use media for particular purposes

it’s about channels.

uniform effects model: It assumed that people are all effeced in the same way.

2. Assumption 2: People seek to gratify needs through media use.

3. Assumption 3: Media compete for our time and attention

4. Assumption 4: Media affect different people differently

5. Assumption 5: People can accurately report their media use and motivation

Classic eight motivations (developed on TV media)

• Killing/passing time.
• Social interaction.
• Companionship.
• Relaxation.
• Escape.
• Information.
• Enjoyment.
• Excitement.

6. Parasocial relationship: a sense of friendship or emotional attachment that develope between TV viewers and media personalities

7. Critiques

• The theory stops at description.
• The theory may not be testable.