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Denotation&connotation
This document discusses denotation and connotation in media texts. Denotation refers to the literal or basic meaning of signs, images, or words. Connotation refers to the cultural or personal associations that extend beyond the literal meaning. Effective analysis of media texts requires understanding both the denotative and connotative meanings. Symbols like colors, words, images or styles can have positive, negative or neutral connotations depending on cultural and contextual factors.
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Denotation&connotation
- 1.
- 2. Media texts arelargely constructed of images but we tend to take our visual literacy (our ability to read and understand these images) for granted.
- 3. Meaning what messagesare being sent
- 4. Meaning what messagesare being sent This (like language itself) is a social construct that we have had to learn to read.
- 5. Meaning what messagesare being sent We make sense of it according to social and cultural codes and conventions
- 6. We communicate –in a world of signs - by means of signs and sign systems.
- 7. Letters and words written language
- 8. Letters and words written language Sounds speech
- 9. Letters and words written language Sounds speech/music Visual images pictures,icons,TV,film,etc.
- 10. Many media textsare constructed of words, sounds and visual images combined together to create the message.
- 11. We make senseof the media texts by decoding them.
- 12. However, we needto think about the decoding process, and the steps we take which allow us to derive a certain meaning from the text.
- 13. Deconstruction picking apartin fine detail An essential aspect of studying the media.
- 14. But deconstruction isonly the first part of the process. We should also consider the purpose of the text.
- 15. The purpose ofa text? Or in other words, what is it trying to say?
- 16. The purpose ofa text? Or in other words, what is it trying to say? And to whom?
- 17. We should takeinto account…
- 18. We should takeinto account… Audience
- 19. We should takeinto account… Audience Genre
- 20. We should takeinto account… Audience Genre Representations
- 21. Denotation first levelof signification Identification and definition of the basic elements of the text.
- 22. Denotation first levelof signification What an image actually shows and is immediately apparent, rather than the assumptions that an individual reader might make about it.
- 23. Denotation first levelof signification tends to be described as the 'literal', 'obvious' or 'common sense' meaning of a sign.
- 24. Connotation second levelof signification This begins when you link an object with other signs and meanings.
- 25. Connotation second levelof signification Refers to the socio-cultural and 'personal' associations (ideological, emotional etc.) of the sign. Tipically related to the interpreter's class, age, gender, ethnicity and so on.
- 26. Connotation second levelof signification In other words what we as the reader of the text “get” from the sign (or combination of signs). What it means to each of us.
- 27. At the denotativelevel this is a photograph of the film star Marilyn Monroe (or just a blonde woman in a fur coat if we don’t know her)
- 28. We know fromour experience that this is a studio, high key, soft focus “glamour” shot which has connotations….
- 29. At the connotative level we might associate this photograph with Marilyn Monroe's star qualities of glamour, sensuality and beauty.
- 30. The soft focusand high key style of the studio portrait suggests Hollywood, glamour and stardom. So does the fur.
- 31. At the denotative level this is also a photograph of the film star Marilyn Monroe.
- 32. At the connotative level, this time the setting and her provocative dress have more sexual implications.
- 34. Denotation Asian girlwith long black hair looking over her left shoulder…
- 35. Connotation Fear? Surprise?Sadness? Anger?
- 36. Yuan Ping wasangry that her boyfriend kept following her.
- 37. Yuan Ping wasstartled. The crash from outside reminded of what had happened yesterday.
- 38. Yaun Ping wasshocked when she heard that Susan had been taken to hospital.
- 39. She wondered whatthe other girls were whispering about. Did they know something she didn’t?
- 40. Sally was sadthat she was the only Asian girl in the class.
- 41. Anchorage The fixingor limiting of a particular meaning, or set of meanings, to an image.
- 42. It is worthnoting that words and phrases can also have connotations (this is familiar territory for poets)
- 43. It is worthnoting that words and phrases can also have connotations This is one of the manipulative tools of the journalist.
- 44. Consider this sentence: There are over 2,000 people with no fixed address in the city.
- 45. Consider this sentence: There are over 2,000 people with no fixed address in the city. A NEUTRAL STATEMENT
- 46. Consider this sentence: There are over 2,000 vagrants in the city.
- 47. Consider this sentence: There are over 2,000 vagrants in the city. A NEGATIVE STATEMENT
- 48. Consider this sentence: There are over 2,000 homeless in the city.
- 49. Consider this sentence: There are over 2,000 homeless in the city. A POSITIVE STATEMENT
- 50. Colour also hasmajor connotations (used a lot in cinema and TV to add more layers of meaning and mood to scenes)
- 51. Consider the connotationsof: Black/Grey
- 52. Consider the connotationsof: White
- 53. Consider the connotationsof: Green
- 54. Consider the connotationsof: Blue
- 55. Consider the connotationsof: Red
- 56. Film-makers will often (should always?) use colour in their sets and costumes to add extra meaning (connotations) to their work.