Introduction to Cultural Studies - Week 2 PDF

English Department, American Studies Program Introduction to Cultural Studies Week 2 Representation I: Representation and Semiotics PD Dr. Birte Christ REGISTRATION & TUTORIAL 1. Is everyone registered for the lecture? if NOT, write an email t...

English Department, American Studies Program Introduction to Cultural Studies Week 2 Representation I: Representation and Semiotics PD Dr. Birte Christ REGISTRATION & TUTORIAL 1. Is everyone registered for the lecture? if NOT, write an email to me with your Matrikelnummer asking me to register you for the lecture 2. Is everyone able to attend the tutorial they have been assigned to? if NOT, write an email to me with your Matrikelnummer with a valid reason why you can’t attend the slot, asking me to register you for a different tutorial. Specify TWO alternative tutorials. TODAY 1. Recap 2. Why Do We Need Theories and Models? 3. Our Model For This Lecture: The “Circuit of Culture” 4. Our Schedule 5. Representation 6. Three Theories of Representation 7. The Implications of the Constructionist Approach 8. The Legacy of de Saussure 9. Semiotics: The General Study of Signs 1. Recap culture – the definition we work with cultures in the plural high/popular culture – why hierachies are ir/relevant for Cultural Studies Literary Studies and Cultural Studies 2. Why Do We Need Theories and Models? Theories make our assumptions explicit theories provide us with the concepts and the vocabulary we need to describe to analyze our object of study  theories allow us to be exact and intersubjective theories are like lenses or glasses; they allow us to see certain things (but prevent us from seeing others)  different theories lead to different results Models are formal or graphic representations of a theory or a component part of a theory focus on those characteristics that are relevant for a specific theory  models help us to better understand complex theories 3. Our Model for Culture in This Lecture  The “Circuit of Culture” Paul du Gay et al., Doing Cultural Studies: The Story of the Sony Walkman 4. Our Schedule Questions? 5. Representation bird Representation something stands for something else means that it represents it - the picture of a bird represents a bird - the member of parliament from your county represents you “representation is the production of meaning through language” (Hall 16, 28) “representation is the production of meaning through language” (Hall 16, 28)  Hall distinguishes between two system of representation. What are they and how are they related? Take three minutes with your neighbor to compare your notes and discuss your thoughts. Mental Representations: Concepts abstract concept of bird “different classifying systems […] conceptual maps” (Hall 18, 19) “Linguistic” Representations: Words, Images, Signs  “We must [...] be able to represent or exchange meaning and concepts, and we can only do that when we have access to a shared language” (Hall 18) combination of sounds (spoken language) e.g. [ˈbɝd] combination of letters (written language) e.g. “bird” drawing / photograph etc. of a bird  Three Kinds of Signs iconic signs: resemble the referent  drawing, photographs etc. symbolic signs: arbitrary relationship to the referent  words indexical signs: cause-effect relationship to the referent  smoke as a sign of fire; siren as a sign of a fire engine Bringing the Two Systems Together: The Code  referents: real bird [ˈbɝd ] signs: word “bird”, mental representations: pictures of birds concept of a bird Questions?  The Consequence: A More Nuanced Definition of “Culture” “One way of thinking about ‘culture’, then, is in terms of these shared conceptual maps, shared language systems and the codes which govern the relationships of translation between them” (Hall 23; his italics). 6. Three Theories of Representation  Intentional Approach claims that words and other signs mean what their authors want them to mean But: “communication […] depends on shared linguistic conventions and shared codes” (Hall 25)  children need to learn the words of their language to communicate effectively  children’s private language, e.g. in Kalle Blomquist by Astrid Lindgren.Each consonant is doubled and an “o” is placed between them. “Kalle Blomquist” = “Kokalollole Boblolomquoquisostot”  Reflective Approach sees representations as a kind of transparent mirror on reality, language simply mirrors the world some truth to it when it comes to iconic signs However: even understanding images is governed by conventions obviously fails when it comes to symbolic signs  word for a thing is determined by the code, not by the thing itself  Constructionist Approach if meaning is not determined by speakers’ intentions or the things themselves, it must come from the systems of representation “it is not the material world which conveys meaning: it is the language system or whatever system we are using to represent our concepts” (Hall 25) “Meaning is produced by the practice, the ‘work’, of representation” (Hall 28) Questions? Why are traffic lights such a good example to illustrate the constructionist approach? Discuss this in small groups for five minutes.  Traffic Lights colors have no fixed, “natural” meaning; their meaning has been arbitrarily determined  but: their meaning may appear “natural” to us  process of naturalization Important concept on Cultural Studies: “naturalization” always means that meanings are not natural – everything could be different!  Traffic lights the colors in traffic lights (and their actual positions) form a system  meaning depends on their differences  meaning depends on their combination “Meaning, the constructionists would say, is ‘relational’” (Hall 27) that meaning is constructed does not mean that it is less real 7. The Implications of the Constructionist Approach  language does not simply mirror the world but determines how we experience the world  “we have to ‘enter language’” (Hall 33) speakers of different languages understand and experience the world differently  linguistic determinism (Hall 23) The Guugu Yimidhirr of Northeastern Australia speakers have geocentric spatial grid, think of directions in terms of north, south, east, and west superior orientation compared to speakers with an egocentric spatial grid who think of directions in terms of left, right etc. Historically, Two Terms for “Uncle” in German Onkel – the brother of the father [Tante] Oheim – the brother of the mother [Muhme] - more active role in education of child - guardian in case parents died  agnate/cognate lines in Roman law Traits projected onto inanimate objects speakers often project masculine and feminine traits onto inanimate objects, in accordance with the grammatical systems of their languages Italian la luna: often seen as feminine, representing change, nature, the feminine cycle, the magic and the mysterious German der Mond: often seen as masculine, energetic, dangerous (fire), der Mann im Mond, popular culture: “Lady Sunshine und Mr Mond” Questions? 8. The Legacy of de Saussure - Swiss linguist - “father” of modern linguistics and semiotics - Cours de linguistique générale (1916) Ferdinand de Saussure (1857-1913)  referents: real bird [ˈbɝd ] signs: word “bird”, mental representations: pictures of birds concept of a bird  referents: real bird [ˈbɝd ] signs: word “bird”, mental representations: pictures of birds concept of a bird The Sign the signifier word, image etc. [ˈbɝd ] the signified the concept de Saussure’s Ideas relationship between signifier and signified is arbitrary “in language there are only differences without positive terms”  the system, i.e. the relationship between different signs determines their meaning  selection and combination are crucial [paradigmatic /syntagmatic choices] The bird sings. A girl shouts. de Saussure’s Ideas – most important for cultural studies: many other aspects of life (fashion, food, film etc.) function like language proper  semiotics Questions? 9. Semiotics: The General Study of Signs  “all cultural practices depend on meaning, they must make use of signs, and in so far as they do, they must work like language works” (Hall 36) approach known as “the linguistic turn in the social sciences and cultural studies” (Hall 19) we “read” not only texts but also films, food or fashion Denotation and Connotation  denotation: “the simple, basic, descriptive level, where consensus is wide and most people would agree on the meaning” (Hall 38). connotation: “broader themes and meanings” (Hall 38) N.B. connotations are NOT just individual associations, they are shared within a culture