KCB101 - Week 3, 2013

Dr Stephen Harrington

Textual Analysis

•The process of ‘reading’ a text involves analysing the various signs within it. Assessing their meaning individually, and collectively.

•We do it all the time… This unit merely aims to slow down, systematise and analyse this process.

Conclusion

•Meaning is abundant...

• It is does exist in a vacuum

• It does not "sit inside the text like a bone waiting to be dug up by an anthropologist" (Bowles, 2002: 80)

• It can shift very quickly

•Once you start to think "semiotically", you'll never be the same again.

KCB101 - Week 3, 2013

Dr Stephen Harrington

This week:

• The signification process

• Denotation/Connotation

• Assignment 1

• Textual Analysis

Icon, Index, or Conventional Sign?

Icon, Index, or Conventional Sign?

Icon, Index, or Conventional Sign?

Icon, Index, or Conventional Sign?

So...• We need to understand

cultural associations and attached meanings (communication as culture!)

• Meaning is not 'fixed'

• Connotative dimension as well...

• E.g. 'North by Northwest'

Denotation/Connotation• Female

• Woman

• Chick

• Lady

• Denotative: a human being with female anatomy…

• But what are their connotative meanings?

• Girl

• Babe

• Sheila

• Little Lady

Assignment 1•Full details on Blackboard

•Due Thursday 28 March (CoB)

•Via BB (fast result, low feedback)

OR...

•Via Assignment Minder (slow result, high feedback)

Assignment 1•More help coming!

• BB Collaborate Sessions

• FAQ sheet

• Next two lectures

• Online videos

• Examples on BB