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Communication Studies: Semiotics and Meaning

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Communication Studies: Semiotics and Meaning

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Questions and Answers

What is the primary goal of ethnography as a research method?

To analyze the dominant ideology of a culture

To understand the cultural phenomenon from the perspective of the members of that culture (correct)

To examine the array of resistive pleasures that audiences derive from media

To understand the cultural phenomenon from the perspective of an outside observer

What type of pleasure is associated with a dominant and comfortable culture?

Jouissance

Plaisir (correct)

Polysemy

Polyvalence

What is the term for the literal or primary meaning of a word?

Polysemy

Denotation (correct)

Connotation

Decoding

What is the term for the process of creating a message using symbols?

Encoding Signup and view all the answers

What is the term for a text whose meaning is relatively clear and settled?

Readerly text Signup and view all the answers

What is the term for the coexistence of many possible meanings for a word or phrase?

Polysemy Signup and view all the answers

What is the primary characteristic of writerly text?

It invites the audience to co-create its meaning. Signup and view all the answers

What is the term for the simultaneous presentation of multiple points of view or perspectives in a text?

Polyphony Signup and view all the answers

What is the term for the organized communities of fans who create and participate in communal practices around a media text?

Fandom Signup and view all the answers

What is the approach to media analysis that focuses on the role of economic exchange and the profit motive?

Marxist Analysis Signup and view all the answers

What is the characteristic of time-biased media?

Characteristic of tribal or oral civilizations Signup and view all the answers

What is the term for the interpretation of a text through personal associations and connections?

Drifting Signup and view all the answers