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19 Cards in this Set
- Front
- Back
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The swiss linguist who coined the term semiology in the early 1900s was
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Ferdinand de Saussure
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Semiotics is concerned with everything
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that can be taken as a sign
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The 'i'de like to be like mike' commercial Griffin discusses
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suggests a second order signified that glorifies unfulfilled desires
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Barthes labeled the ideological baggage that signs can carry as
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connotations
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A sign is
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both a signifier and a signified
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Barthes held that the relationship between nonverbal signifiers and signifieds was
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quasi-arbitary
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Griffin uses the example of the yellow ribbon to
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illustrate a second order semiological system
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Barthes claimed that every ideological sign is the result of two interconnected sign systems in which the first system
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is strictly descriptive
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In Barthes view, mythic signs typically
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reinforce the dominant values of their culture
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Anne Norton belives that madonna's media image
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signifies an autonomous, independent female sexuality
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Unfortunately, Barthes’s writing style is dull, ponderous, and overly predictable.
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F
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In a secondary (connotative) system, the meaning of the original denotative system is impoverished
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T
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According to Barthes, the image of the wrestler’s physique is the signified, while the concept of ignobility or injustice is the signifier.
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F
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According to Barthes, all semiological systems are mythic
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F
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Some mass communication scholars are critical of Barthes’s claim that all connotative systems uphold the values of the dominant class.
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T
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Douglas Kellner uses Barthes’s approach to support his claim that Madonna’s media image perpetuates negative stereotypes of women.
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F
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Ideological signs enlist support for the status quo by transforming history into nature.
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T
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Mythic communication is unable to imagine anything alien, novel, or other.
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T
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Barthes believed mythic signs reinforce the dominant values of their culture.
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T
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