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19 Cards in this Set

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