READING TEXTS: SEMIOTICS

Semiotics borrows the language of literature and modern languages and applies it to media texts. The meaning of the word text in film and media studies refers to images, films and so on.  We 'read' texts  by decoding them. There are technical and cultural codes. We 'decode' them by looking at a sign (denotative level) and thinking about its connotations what it means in our culture (connotative level).
Preferred, negotiated and oppositional readings
Oppositional reading: today's front page in The Times: Natalie Portman 'kicks ass over how Hollywood portrays women.'

READING THE ONE CK ADVERT Watch it here!

Studying exemplar B321 assignment: we read a good exemplar from a Claremont pupil so that you know the format to aim at. You will choose completely different material fro this pupil and from each other.
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