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Understanding Print Media: Semiotics, Narratives, Genres, and Influence -…

- - - - Ferdinand de Saussure: Introduced the concept of signs as the combination of signifier (the physical form of the sign) and signified (the associated mental concept).
      - Charles Peirce: He proposed a categorization of signs in:
        
        Symbols (Arbitrary): Do not have a physical relationship to what they represent (e.g., words).
        
        Icons: Resemble what they represent (e.g., a photograph).
        
        Indexes: Have a causal relationship to what they represent (e.g., smoke indicating fire).
      - Roland Barthes: Introduced the idea of orders of meaning:
        
        Denotation: Literal meaning of the sign.
        
        Connotation: Implicit or suggested meaning.
        
        Myth: Set of cultural meanings that reflect dominant ideologies.
- - - - Tzvetan Todorov:
        
        Initial Equilibrium: Stable state at the beginning of the story.
        
        Disruption: An event that breaks the equilibrium.
        
        Recognition of Disruption: Characters realize that something has changed.
        
        Repair Attempt: Actions taken to restore equilibrium.
        
        New Equilibrium: Final state, different from the initial one, after the disruption is resolved.
      - Claude Lévi-Strauss:
        
        Binary Oppositions: Narrative is based on tensions between pairs of opposites (e.g., good vs. evil, life vs. death).
      - Roland Barthes:
        
        Hermeneutic Code (Enigma): Elements that create mystery or questions.
        
        Proairetic Code (Action): Units of action that drive the narrative.
        
        Semantic Code: Strong connotations of certain elements of the text.
        
        Symbolic Code: Deep and symbolic meanings in the narrative.
        
        Cultural Code: References to shared knowledge that enrich the text.
- - - - Newspapers:
        
        National, Regional, and Local Press.
        
        Tabloids vs. Large Format Newspapers.
        
        Political Tendencies: Right vs. Left.
      - Magazines:
        
        Genres by Content: Sports, Lifestyle, Fashion.
        
        Genres by Audience: By age, gender, specific interests.
      - Print Advertising:
        
        Conceptual Advertising: Based on ideas or emotions.
        
        Informative Advertising: Presents the product in action.
        
        Narrative Advertising: Tells a short story in an advertisement.
        
        Technical Advertising: Highlights the technological advances or scientific features of the product.
      - Genre Theories:
        
        Genre as Structure: Common structures in content and style.
        
        Genre as Label: How the industry and audience identify and understand products.
        
        Gender as a Contract: The audience's expectations of a product based on its gender.
- - - - Borrowed Iconography: Using recognizable images from other media, such as advertising posters on magazine covers.
      - Lexical References: Using popular phrases or well-known slogans from other contexts.
      - Purpose: To enrich the new text with additional meanings for those familiar with the original text.