{PDF} Elements of Semiology Ebook Free Download

Total Page:16

File Type:pdf, Size:1020Kb

{PDF} Elements of Semiology Ebook Free Download ELEMENTS OF SEMIOLOGY PDF, EPUB, EBOOK Roland Barthes | 112 pages | 31 Dec 1997 | ATLANTIC BOOKS | 9780374521462 | English | Kent, United Kingdom Elements of Semiology PDF Book I would recommend something more simple like Sebeok, who writes about the same concepts but it's more accessible in terms of vocabulary and style. This is a matter of specifying the semes the elements that make up a signified associated with these colours, which are the signifiers. Barthes is a lucid thinker. These classifications are borrowed from structural linguistics, and consist of the categories of language and speech, signified and signifier, syntagm and system, and denotation and connotation Barthes, The division into categories is always a process of social construction. This general correlation itself is nevertheless arbitrary, however we may rationalize it. The sign-function therefore has probably an anthropological value, since it is the very unit where the relations of the technical and the significant are woven together. But perhaps we should here exchange the notion of cars as objects for that of cars as sociological facts; we would then find in the driving of cars the variations in usage of the object which usually make up the plane of speech. According to him, each plane comprises two strata: form and substance; we must insist on the new definition of these two terms, for each of them has a weighty lexical past. The following table shows the main semes that can be associated with each colour, in our opinion. Language is such a system. The yellow light is intermediate in two ways: It is intermediate in time being in the middle of the sequence, and we shall come back to this and of course, its meaning is intermediate. I whish there was somebody I can discuss it with, so they explain to me the many things I didn't catch The Frankfurt School and Communication Theory. Furthermore, all signs depend on the entire system of signs. This recurrent functionalisation, which needs, in order to exist, a second-order language, is by no means the same as the first and indeed purely ideal functionalisation: for the function which is re-presented does in fact correspond to a second disguised semantic institutionalisation, which is of the order of connotation. Background Citations. For example, the signifier m-o-u-t-h may be associated polysemically with two signifieds: 'river mouth' and 'oral cavity'. In the Aristotelian tradition, the sign is broken down into three parts: the signifier, the signified and the referent , meaning the concrete thing to which the sign refers for example, a real horse. Recent Mass Communication Theorists. It is like reading the bad notes of a classmate, or of someone new to a feild of thinking and finding everything fasinating and important. Predecessors of Walter Lippmann. Writing and Reading. One can for instance ask some subjects about the meaning they attribute to a piece of music by submitting to them a list of verbalised signifieds anguished, stormy, sombre, tormented, etc. Methods Citations. Results Citations. With these concepts, general semiotics allows us to describe any system of signs: texts, images, performances, multimedia productions, traffic signals, fashion, daily life, etc. What is given by the fashion photograph is a semi-formalised state of the garment system: for on the one hand, the language of fashion must here be inferred from a pseudo-real garment, and on the other, the wearer of the garment the photographed model is, so to speak, a normative individual, chosen for her canonic generality, and who Consequently represents a 'speech' which is fixed and devoid of all combinative freedom. The development of mass communications confers particular relevance today upon the vast field of signifying media, just when the success of disciplines such as linguistics, information theory, formal logic and structural anthropology provide semantic analysis with new instruments Barthes, , p. These operations constitute an important part of the semiological undertaking which will be dealt with in chapter ; we anticipate the point in mentioning it here. Theories and Models. A connotation then examines how one system can act as a signifier of this first relation, specifically how it represents the expression within the first system Barthes, Jacques Ellul — These problems have not yet been studied in detail, and it would be impossible to give a general survey of them. Nov 15, Mike Hayden rated it did not like it. Since both strata exist on the plane of expression and the plane of content, we therefore have: i a substance of expression: for instance the phonic, articulatory, non-functional substance which is the field of phonetics, not phonology; ii a form of expression, made of the paradigmatic and syntactic rules let us note that the same form can have two different substances, one phonic, the other graphic ; iii a substance of content: this includes, for instance, the emotional, ideological, or simply notional aspects of the signified, its 'positive' meaning; iv a form of content: it is the formal organisation of the signified among themselves through the absence or presence of a semantic mark. A framework for discourse analysis: The components of a discourse, from a tagmemic viewpoint. Think of what an ambulance siren communicates when you are driving: "Someone is endangered and we are in a hurry to help. Claude E. Yet there is a science in which these two aspects have an equal share: economics which include economics proper, and economic history ; the same applies to linguistics, Saussure goes on to say. A person who studies or practices semiotics is a semiotician. Elements of Semiology by Roland Barthes ,. The significant correlation: The sign is a two-faced slice of sonority, visuality, etc. Publication Type. A moving and fascinating read. An Historical Review of Ong. An interesting though now dated introduction to key concepts in semiotics, primarily building off of Saussure, with a few nuggets of critical theory wisdom, though scattered and sometimes buried in unnecessary elaboration and analogy. Semiotics as unpretty reckless Feb 1, At this point in his career, however, with his conclusion adhering to the necessity of finding a way to limit one's analysis as much as possible to the synchronic as opposed to diachronic he remains firmly attached to the 'scientific' nature of structuralism. Elements of Semiology Writer The signified may be broken down into semes. Aug 29, Phillip rated it really liked it Shelves: theory-philosophy-and-non-fiction. Later the book delves int To say there's a lot to unpack in this little volume is an understatement. Roland Barthes was one of the earliest structuralist or poststructuralist theorists of culture. Lists with This Book. The language, in the garment system, is made i by the oppositions of pieces, parts of garment and 'details', the variation of which entails a change in meaning to wear a beret or a bowler hat does not have the same meaning ; ii by the rules which govern the association of the pieces among themselves, either on the length of the body or in depth. This universal semantisation of the usages is crucial: it expresses the fact that there is no reality except when it is intelligible, and should eventually lead to the merging of sociology with sociological But once the sign is constituted, society can very well refunctionalise it, and speak about it as if it were an object made for use: a fur- coat will be described as if it served only to protect from the cold. Benveniste has questioned the aptness of this word: what is arbitrary is the relation between the signifier and the 'thing' which is signified of the sound ox and the animal the ox. Here is the first: is it possible to identify the language with the code and the speech with the message? One can for instance ask some subjects about the meaning they attribute to a piece of music by submitting to them a list of verbalised signifieds anguished, stormy, sombre, tormented, etc. English philosopher John Locke — tied the advancement of intelligence to three steps: understanding the nature of things, understanding what to do to achieve whatever you wish to achieve, and the ability to communicate these things to another. A slim, largely cerebral, yet sometimes deeply engaging autobiography by a Holocaust survivor who has This goes against the openness of language. There are no discussion topics on this book yet. Fritz Heider Harold Lasswell Barthes claims that a semiological system can essentially exist in which there is language, but little or no speech. This feature cannot therefore be used to distinguish any of the terms in the series; to find a variation in meaning, we shall have to resort to other features, which will be expressed here in the form of an alternative presences absence : i the relation implies, or does not imply, the mental representation of one of the relata; ii the relation implies, or does not imply, an analogy between the relata; iii the link between the two relata the stimulus and its response is immediate or is not; iv the relata exactly coincide or, on the contrary, one overruns the other; v the relation implies, or does not imply, an existential connection with the user. In order to be correctly interpreted, the sign relies on a convention. On this point, let us mention the following attempts:. Colin Smith Translator. For example, it is hard to imagine traffic signals using a black signifier. Later the book delves into arenas I am nowhere near capable of grasping at this point, and so the back half really remains something of a mystery, but I enjoyed my time with the book all around.
Recommended publications
  • A Prologue to Charles Sanders Peirce's Theory of Signs
    In Lieu of Saussure: A Prologue to Charles Sanders Peirce’s Theory of Signs E. San Juan, Jr. Language is as old as consciousness, language is practical consciousness that exists also for other men, and for that reason alone it really exists for me personally as well; language, like consciousness, only arises from the need, the necessity, of intercourse with other men. – Karl Marx, The German Ideology (1845-46) General principles are really operative in nature. Words [such as Patrick Henry’s on liberty] then do produce physical effects. It is madness to deny it. The very denial of it involves a belief in it. – C.S. Peirce, Harvard Lectures on Pragmatism (1903) The era of Saussure is dying, the epoch of Peirce is just struggling to be born. Although pragmatism has been experiencing a renaissance in philosophy in general in the last few decades, Charles Sanders Peirce, the “inventor” of this anti-Cartesian, scientific- realist method of clarifying meaning, still remains unacknowledged as a seminal genius, a polymath master-thinker. William James’s vulgarized version has overshadowed Peirce’s highly original theory of “pragmaticism” grounded on a singular conception of semiotics. Now recognized as more comprehensive and heuristically fertile than Saussure’s binary semiology (the foundation of post-structuralist textualisms) which Cold War politics endorsed and popularized, Peirce’s “semeiotics” (his preferred rubric) is bound to exert a profound revolutionary influence. Peirce’s triadic sign-theory operates within a critical- realist framework opposed to nominalism and relativist nihilism (Liszka 1996). I endeavor to outline here a general schema of Peirce’s semeiotics and initiate a hypothetical frame for interpreting Michael Ondaatje’s Anil’s’ Ghost, an exploratory or Copyright © 2012 by E.
    [Show full text]
  • Handbook-Of-Semiotics.Pdf
    Page i Handbook of Semiotics Page ii Advances in Semiotics THOMAS A. SEBEOK, GENERAL EDITOR Page iii Handbook of Semiotics Winfried Nöth Indiana University Press Bloomington and Indianapolis Page iv First Paperback Edition 1995 This English­language edition is the enlarged and completely revised version of a work by Winfried Nöth originally published as Handbuch der Semiotik in 1985 by J. B. Metzlersche Verlagsbuchhandlung, Stuttgart. ©1990 by Winfried Nöth All rights reserved No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying and recording, or by any information storage and retrieval system, without permission in writing from the publisher. The Association of American University Presses' Resolution on Permissions constitutes the only exception to this prohibition. Manufactured in the United States of America Library of Congress Cataloging­in­Publication Data Nöth, Winfried. [Handbuch der Semiotik. English] Handbook of semiotics / Winfried Nöth. p. cm.—(Advances in semiotics) Enlarged translation of: Handbuch der Semiotik. Bibliography: p. Includes indexes. ISBN 0­253­34120­5 1. Semiotics—handbooks, manuals, etc. 2. Communication —Handbooks, manuals, etc. I. Title. II. Series. P99.N6513 1990 302.2—dc20 89­45199 ISBN 0­253­20959­5 (pbk.) CIP 4 5 6 00 99 98 Page v CONTENTS Preface ix Introduction 3 I. History and Classics of Modern Semiotics History of Semiotics 11 Peirce 39 Morris 48 Saussure 56 Hjelmslev 64 Jakobson 74 II. Sign and Meaning Sign 79 Meaning, Sense, and Reference 92 Semantics and Semiotics 103 Typology of Signs: Sign, Signal, Index 107 Symbol 115 Icon and Iconicity 121 Metaphor 128 Information 134 Page vi III.
    [Show full text]
  • Semiotics: the Representation, Construction and Evaluation of Reality
    ================================================================== Language in India www.languageinindia.com ISSN 1930-2940 Vol. 14:8 August 2014 ================================================================== Semiotics: The Representation, Construction and Evaluation of Reality Mohammad Firoj Al Mamun Khan ================================================== Abstract Semiotics works with signs and has developed based on the sign system as propounded by Saussure. Centering on the sign systems of Charles Sanders Peirce, an American philosopher and Ferdinand De Saussure, a Swiss Linguist, Semiotics takes into account diverse areas and parallels those to the linguistic signification system. In the process, the scope and nature of the fields have been broadened deviating at times from the central notions of its origin. The current paper focuses on the purpose of its use, its functional procedures and on how it cuts across other disciplines. Introduction As semiotics functions based on sign system that is, linguistic system, at first we need to focus, on sign and its associated areas that underpin the system of language. According to Charles Sander Peirce (Peirce, 1931-35), who is considered as one of the proponents of his own brand of semiotics, the other being Ferdinand de Saussure, anything that signifies something or somebody is a sign. He considered sign as a part of the social life. The foundational basis of the structural semiotics is the sign. It deals with anything that can be regarded as a sign (Eco, 1976). According to Saussure, (Saussure, 1983) sign is a structure that has intrinsic meaning and is a psychological entity, not the material thing. From Saussurean perspective, sign has two parts—signifier—the sound image and signified—the concept. In this sign system, the referent that is the object, that the signifier stands for, is left out or left aside.
    [Show full text]
  • Semiotic Interpretation of Bangla Ligatures: an Introduction
    Semiotic Interpretation of Bangla Ligatures 123 124 Sanjida Afrin The Dhaka University Journal of Linguistics: Vol. 2 No.3 February, 2009 sign, as the notion ‘sign’ lies at the heart of this discipline. Page: 111-124, Published on December 2009 by the Registrar, Dhaka University ISSN-2075-3098 ‘Sign are found in the physical form of words, image, sounds, acts or objects .... Signs things have no intrinsic meaning and become signs only when we invest them with meaning with Semiotic Interpretation of Bangla Ligatures: reference to a recognized code’. (Chandler, 2002 : 241). An Introduction Anything can be a sign as long as someone interprets it as 'signifying' something - referring to or standing for something Sanjida Afrin 1 other than itself. We interpret things as signs largely unconsciously by relating them to familiar systems of 1. M. Phil Researcher, Department of Linguistics, University of conventions. Dhaka. In the writing system, alphabets are also signs and therefore we Abstract can assume that they can be interpreted by semiotics. This Semiotics is the study of sign processes emphasizing broad hypothesis has led us to analyze the structure of Bangla signification and communication, signs and symbols of ligatures in the light of this discipline, since it is well known different social phenomena. In the late 19th and early 20th century the works of Ferdinand de Saussure and Charles that one of the distinctive components of Bangla writing Sanders Peirce led to the emergence of semiotics as a system is ligature. In writing and typography, a ligature occurs separate discipline as well as method for examining where two or more letterforms are written or printed as a unit.
    [Show full text]
  • Jacques Lacan and Language
    Roger Williams University DOCS@RWU Architecture, Art, and Historic Preservation Faculty Publications Architecture, Art, and Historic Preservation 2019 Jacques Lacan and Language John S. Hendrix Roger Williams University, [email protected] Follow this and additional works at: https://docs.rwu.edu/saahp_fp Part of the Architectural History and Criticism Commons, and the Arts and Humanities Commons Recommended Citation Hendrix, John S., "Jacques Lacan and Language" (2019). Architecture, Art, and Historic Preservation Faculty Publications. 44. https://docs.rwu.edu/saahp_fp/44 This Article is brought to you for free and open access by the Architecture, Art, and Historic Preservation at DOCS@RWU. It has been accepted for inclusion in Architecture, Art, and Historic Preservation Faculty Publications by an authorized administrator of DOCS@RWU. For more information, please contact [email protected]. Jacques Lacan and Language John Shannon Hendrix According to Jacques Marie Emile Lacan in Écrits, the metonymic chain in language produces signification at a point which is the “anchoring point,” the point de capiton or button hole, which occurs retroactively, after the phrase is completed, and is the point at which the network of signifiers in the meto- nymic chain corresponds to a network of signifiers in the concept, the idea of mouth or river, for example, and thus accomplishes signification. The meto- nymic chain accomplishes this without “crossing the bar” into meaning, or the signified; the idea of mouth or river is not present in the metonym itself. When I speak I can only communicate something to you at the point at which what I say matches what you anticipate what I will say, thus communication occurs retroactively.
    [Show full text]
  • Why Guattari? a Liberation of Cartographies, Ecologies and Politics
    Why Guattari? A Liberation of Cartographies, Ecologies and Politics Edited by Thomas Jellis, Joe Gerlach, and JD Dewsbury First published 2019 ISBN: 978-1-138-18349-0 (hbk) ISBN: 978-1-315-64582-7 (ebk) 1 Through a net darkly Spatial expression from glossematics to schizoanalysis Marcus A. Doel and David B. Clarke (CC BY-NC-ND 4.0) 1 Through a net darkly Spatial expression from glossematics to schizoanalysis Marcus A. Doel and David B. Clarke We return to the swamp of spots. (Guattari, 2015: 179) Pressed for words, as is our fate, suffice to say four things by way of contextu- alisation, as we plunge into the swamp of signs. First, we will be forging a con- stellation of geo-graphical (earth-writing, earth-inscribing) terms that give spatial expression to what Félix Guattari and Gilles Deleuze famously called schizo- analysis and geo-philosophy. For we are “speaking always as geographers”, as they say (Deleuze and Guattari, 1983: 83). For our part, we are not so much inter- ested in the schizo as a conceptual persona or a mental ecology/pathology (we lean towards anti-humanism, after all), but as a figure of splitting and splintering (from the Greek, skhizein, to split), which, incidentally, has a close affinity with the X or χ of deconstruction (the twofold asymmetrical process of reversal and re-inscription chimes with the twofold process of deterritorialisation and reter- ritorialisation). Second, and to drive home the point that we have just made about speaking always as geographers, this constellation of fissured and fractured terms takes flight from an impasse bequeathed to us by what has come to be known as structuralism and poststructuralism.
    [Show full text]
  • STUDY MATERIAL for POST GRADUATE SEMESTER 2 – CC-VIII LECTURE-5-Modern and Contemporary Theory
    SEMESTER-2 10.04.2020 STUDY MATERIAL FOR POST GRADUATE SEMESTER 2 – CC-VIII LECTURE-5-Modern and Contemporary Theory 2020 CC- VIII STUDY MATERIAL FOR POST GRADUATE SEMESTER 2 – CC-VIII Modern and Contemporary Theory UNIT 1-FROM LIBERAL HUMANISM TO THEORY A. FORMALISM B. STRUCTURALISM C. NARRATOLOGY UNIT 2-PSYCHO ANALYSIS,FEMINISM,ECO CRITICISM UNIT-3- MARXISM; THE NEW HISTORISM; POST COLONIALISM; CULTURAL MATERIALSM UNIT-4-POST STRUCTURALISM UNIT-5-POST MODERNISM This is a brief Introduction of what you all have to study for the preparation of CC-VIII paper. STRUCTURALISM What is known as Structuralism and structuralist literary theory is an intellectual movement that embraces a number of different approaches that have some basic ideas in common. The fundamental insights of structuralism are rived from or influenced by several streams of thought. The Linguistic Circles of Prague (among whose leaders were N.S.Trubetzkoy and Roman Jakobson) and copenhagen (where the outstanding figure was Louis Hjelmslev, originator of a Linguistic theory known as glossematics), Ferdinend D, saussure’s seminal ideas on structural linguistics, the french cultural anthropologist Claude Levi – Strauss study of system that under lie different culture, the American School which derived originally from the ideas of Leonard Bloom Field and later from Noam Chomsky, the firthin and neo firthin schools in England, other concepts of sign and system, the assumption that poetics is the “science of literature”- all such ideas contributed to the growth and development of structuralism This can be broadly shown as in the diagram below LECTURE- Although structuralism started as a mode of approach in linguistic and anthropological study, it has influenced all other areas such as sociology, psychoanalysis, philosophy, history, economic theory, political theory, semiotics, myth studies, literary criticism etc.
    [Show full text]
  • Umberto Eco's Rhetoric of Communication and Signification Susan Mancino Duquesne University
    Duquesne University Duquesne Scholarship Collection Electronic Theses and Dissertations Spring 5-11-2018 Understanding Lists: Umberto Eco's Rhetoric of Communication and Signification Susan Mancino Duquesne University Follow this and additional works at: https://dsc.duq.edu/etd Part of the Rhetoric Commons Recommended Citation Mancino, S. (2018). Understanding Lists: Umberto Eco's Rhetoric of Communication and Signification (Doctoral dissertation, Duquesne University). Retrieved from https://dsc.duq.edu/etd/1445 This One-year Embargo is brought to you for free and open access by Duquesne Scholarship Collection. It has been accepted for inclusion in Electronic Theses and Dissertations by an authorized administrator of Duquesne Scholarship Collection. For more information, please contact [email protected]. UNDERSTANDING LISTS: UMBERTO ECO’S RHETORIC OF COMMUNICATION AND SIGNIFICATION A Dissertation Submitted to the McAnulty College of Liberal Arts Duquesne University In partial fulfillment of the requirements for the degree of Doctor of Philosophy By Susan Mancino May 2018 Copyright by Susan Mancino 2018 Susan Mancino “Understanding Lists: Umberto Eco’s Rhetoric of Communication and Signification” Degree: Doctor of Philosophy February 2, 2018 APPROVED ____________________________________________________________ Dr. Ronald C. Arnett, Dissertation Director Professor Department of Communication & Rhetorical Studies APPROVED ____________________________________________________________ Dr. Janie M. Harden Fritz, First Reader Professor Department
    [Show full text]
  • A Survey of Peirce Semiotics Ontology for Artificial Intelligence and a Nested Graphic Model for Knowledge Representation
    A Survey of Peirce Semiotics Ontology for Artificial Intelligence and a Nested Graphic Model for Knowledge Representation. Sun Yi’an [email protected] Erasmus Mundus Joint PhD of Law Science and Technology Abstract (survey paper): In this paper I review John Sowa’s application of semiotics ontology to AI modeling. I begin with a survey of semiotics theory and a definition of symbol, communication and the epistemology of semiotics in a conceptual structure. Then I turn to Sowa’s Nested Graphic Model of knowledge representation. Semiotics is the study of signification in the wide sense. This means that semiotics is concerned with significations which are not verbally conveyed, such as by texts, graphics, or other visual signs, or by symbolic logic. Thus semiotics is a systematic science for the AI field which searches to establish general rules and invariants. The purpose of this paper is to analyze differences of meaning, to explore their implications for web-based metadata, and to show how the methods of logic and ontology can be used to define, relate, and translate signs from one vocabulary to another. Among the methods discussed in this paper are Peirce's systems of logic, ontology, and semiotics, which are presented in more detail in the book Knowledge Representation by Sowa (2000). Keyword: 1.Nested Graphic Model (NGM) 2.Peirce Semiotics 3. knowledge representation 4.Artificial Intelligence 5. John Sowa 1 Semiotic Interpretant, Legal Concept Representation 1.1 Saussure and Pierce’s Semiotics Ontology, Semiosis Theory Semiotics in Europe derives from the Swiss linguist Ferdinand de Saussure.[2] He establishes a signified and signifier module of symbol different from that of Pierce.
    [Show full text]
  • The Performance/Thought of Roland Barthes
    Fall 1986 99 The Performance/Thought of Roland Barthes Hollis Huston* Life is not an academy, still less a military academy; instruction has to find a way to become art. —Geoffrey H. Hartman1 This is an essay about how hard it is to write an intelligent essay about performance. I have not been able to digest completely into neutral prose two partial voices who intrude on this discussion. Roland Barthes, who models a critical persona that pretends to unite the two voices who shout from different sides of the mind, has no need of my approval, and this is not a polemic in his favor. It is, rather, the record of a spectator's response to Barthes, a spectator who says to himself "I can do that; I must do that." May not performance be liberated from text, as Barthes has liberated literature from language? Is not literature the performance of language? PROLOGUE The gap between performance and thought is alarming. If theory seeks the structure of thought and art its movement, then a thoughtful performer must bestride not only that gap but its double as well. Performance is an exponent of thought's movement, raising it to a new power, a moving movement. The theory of performance is therefore a kind of cubist undertaking, forcing onto the plane of writing facets that cannot be viewed from the same point: structure, movement, and a moving structure of movement on the same canvas. It can't be done, except by sleight-of-hand. The theory must perform itself. The gap is not of distance, but of site; the two faces look away from each other, joined behind the eyes.
    [Show full text]
  • CHAPTER II THEORETICAL FRAMEWORK This
    CHAPTER II THEORETICAL FRAMEWORK This chapter contains the theoretical concept needed for the analysis. The purpose of this chapter is to support the analysis of problem formulation on the previous chapter. This chapter will analyze the concept of women that appear in advertisements, and give the definition which relate with the topic. In order to analyze this paper, this theoretical framework include: (1) Advertising, which includes Types of Advertising; (2) Theory of Advertising, which includes Types of Advertising, Television Advertisement and Image of Woman in Television; (3) Semiotics, which includes Keys of Figures in semiotics, Semiotics by Roland Barthes and Semiotics in Advertisement. 2.1 Advertising Based on Angela Godard (1998, p. 6) the word 'advertisements' is the Latin verb of 'advertere', meaning 'to turn towards'. While it is true that advertising are text, picture, sound, that do their best to get audience attention, to make the audience turn towards them. Danesi (2002, p. 179) said that “advertisement designates any type or form of public announcement or representation intended to promote the sale of specific commodities or services.” Walles, Burnett, and Moriarty (2006, p. 5) defined advertising as paid persuasive communication that uses non personal mass media – as well as other forms of interactive communications – to reach broad audiences to connect an identified sponsor with a target audience. In the other meaning advertising uses mass media to promote their products or service and to influence the audience. The advantage of using advertising is the ability in reaching masses of geographically scattered buyers, and it enables the seller to repeat a message many times.
    [Show full text]
  • Difference, Deconstruction, Undecidability: a Derridean Interpretation
    Difference, Deconstruction, Undecidability: A Derridean interpretation Janet Mansfield Derrida’s theoretical work in cultural theory and on the philosophy of difference ‘reso- nates’ in educational philosophy and theory. It reveals a will to reconstitute the humanist subject, which, surpassing the transcendental humanist subject, invites the play of dif- ference in pedagogy and curriculum content knowledge, the nature of knowledge, and a questioning of the notion of universally applied notions of ‘quality’ and the ‘expert’s’ knowledge based upon deference to received wisdom and ‘origins’. Against a background of Derridean philosophy, it is possible to see the danger of such ‘certain’ approaches. Autonomous knowledge that is self-referential and invested with canonical status has represented a challenge to Derrida’s deconstructionist philosophy. Derrida’s thinking has encouraged us to think deeply about inherited canonical versions of epistemological status bestowed on knowledge, and also about the partial and cultural nature of knowledge. Introduction This article draws on Jacques Derrida’s philosophy as a methodological tool for examining the notion of ‘difference’. A Derridean thinking opens up spaces for educators, including art and music educators, to work towards internalising and integrating into practice contradictory notions of truth, calling into question, for example, such European hegemonic ruling categories as ‘quality’, ‘beauty’, ‘art’, ‘taste’, etc. Derrida may, for instance, in questioning the notion of ‘quality’ in contemporary times, go back to the notion of ‘qualis’ and refer to the specificity of quality – quality of this or that kind. Derrida’s philosophy of difference enables resistance to the dialectical, for conflation of the heterogeneity of the other is assured within the dialectical as is the production of singularity and universality.
    [Show full text]