Words sounds images or objects, that serve as vehicles for the communication of
meaning,…they represent meaning concepts, object people and things
How do we understand signs?
We draw on existing knowledge
We apply on existing knowledge to new situations
We do this both as audience and as creators
We use codes: frameworks of meaning that define how we interpret a sign
Examples: language, colour, style, genre, haircuts, clothing, rules, noise, beleifs,
history
Denotation - The first order of meaning – blatant, primary signification.
Connotation – the second order of meaning – depend on more complex/specific
cultural codes
Representation – Signs are produced with intent to communicate
This makes them re-representations
Consider what is included and what’s excluded and who made these choices
 Word choices
 Framing choices
 Narrative choices
What’s the story being told and what’s included/excluded in the story
Week 3 readings:
The flow of content across multiple media platforms, the cooperation between
multiple media industries and the migratory behavior of media audiences who
will go almost anywhere in search of the kinds of entertainment experiences
they want.
Convergence can be used to describe technological, cultural, social and industrial
changes.
Buzz = consumers talking about the media they consume
Convergance – an old concept taking on a new meanings
Remediation:
Week 5:
Hybrid economies:
Many online contexts are far more complex than being commercial or noncommercial, they are often both
Production Regimes
Industrial
Standardised, predictable, scheduled, contracted, financially motivated
Social
Passionate, unpredictable, fluid and unstable, non-contracted, coailly creative,
motivated
We need to reconsider our understanding of labour exploitation, rights and
processes in online networked productions
Key ideas:
Participatory media
Audience
Content production
Collective intelligence
Branding through user generated content
Labour and exploitation