Semiotics - science of signs and symbols
Form - structure of the media product e.g radio, music video
Charles Sanders Pierce (1931)
'we only think in signs'
'nothing is a sign unless interperated as a sign'
Pierce suggests there is 3 types of signs:
Icon/iconic: a symbol/sign that anyone can recognise e.g Empire State Building is linked with New York or the Eiffel Tower is linked to Paris
Inder/indexical: linked directly to the concept e.g a clock linked to time
Symbol/symbolic: signifier does not resemble the signified e.g. national flags
Sven E Clarsson (1999)
Believes music artists represent themselves as one of three things:
Commercial exhibitionisnts - presenting themselves as a brand and selling their appearance e.g 'Drunk in love' Beyonce (2013) or 'Jenny from the block' Jennifer Lopez (2002)
Televised bard - the artist representing themselves as part of the story or as the storyteller e.g 'Seven years' Lukas Graham (2016)
Electronic shaman - Big budget productions where the artists has immortal powers or adops an alter ego of another iconic character, personality or superhero e.g. 'scream' Michael Jackson (1995) or 'Roar' Katy Perry (2013)
Feminist and stereotype theory
Male gaze - objectifying of womens bodies in the media have been constant.
Laura Mulvey (1975)
Dominant point of view is masculine. The female body is displayed for the male gaze to provide male erotic pleasure
O ' Sullivan et al (1998)
Details that a stereotype is a label that involves a process of categorisation and evaluation.
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