Question:
Why is pragmatics an important consideration when examining visual communications? Provide
Why is pragmatics an important consideration when examining visual communications? Provide
relevant examples to illustrate your point.
Answer:
Meaning is determined by pragmatics such as codes, modality, sender, receiver and context.
These pragmatics factors influence and change the meaning of the signifier and sign.
1. Codes
Codes are set of rules agreed upon by a culture and society.
For example in some cultures, taking off shoes is obligate before entering someone's house.
2. Modality
According to Dr Chris Woo's lecture notes, the medium that transmits the information. "Medium is the message" (McLuhan, 2001). He argued, the medium, was just as important if not more important than the content.Television, radio, newspaper, etc are examples of medium. He believed that the medium plays an important role in capturing people's attention. For example an adverstising below:
http://www.youtube.com/watch?v=PR_UYx4vSPs
In the advertising, the audience are being captured with the laughs of the people in the video. They will started to ask. Why are they laughing? Finally, they will wait til the last minutes of the video which is about Volkswagon.
Another example is:
Justin Bieber is famous among teenagers and even adults. There are approximately about 28
million Beliebers on twitter following him. Beliebers are his fansclub's name. As McLuhan had
agreed that medium plays a vital role in advertising. In the magazine above, Rolling Stone chose Justin bieber as their model for their magazine. By putting Justin Bieber wearing muscle T would attract readers or even buyers.
3. Sender and Receiver
The meaning of a text created by an author. Author intention and encoded message is transmitted. Receiver decodes text by using available cultural and technological resources. For example:
The author of this blog is Perez Hilton. He wrote "Have Robert Pattinson and Kristen Stewart reconciled? The message had been sent to the receiver and decoded by them for example by assessing to the internet and it is normal for a couple to reconcile to the society.
4. Context
Space and time in which the message is uttered. For example:
1. He thought his girlfriend is that innocent LOL
2. Oh my God! I didn't know that is her boyfriend. I thought..never mind. LOL
3. I mistaken someone today. I pat him on the back. It is so embarrassing LOL
4. Hahahaha LOL
References:
- Dr Chris Woo's Lecture notes
Meaning is determined by pragmatics such as codes, modality, sender, receiver and context.
These pragmatics factors influence and change the meaning of the signifier and sign.
1. Codes
Codes are set of rules agreed upon by a culture and society.
For example in some cultures, taking off shoes is obligate before entering someone's house.
2. Modality
According to Dr Chris Woo's lecture notes, the medium that transmits the information. "Medium is the message" (McLuhan, 2001). He argued, the medium, was just as important if not more important than the content.Television, radio, newspaper, etc are examples of medium. He believed that the medium plays an important role in capturing people's attention. For example an adverstising below:
http://www.youtube.com/watch?v=PR_UYx4vSPs
In the advertising, the audience are being captured with the laughs of the people in the video. They will started to ask. Why are they laughing? Finally, they will wait til the last minutes of the video which is about Volkswagon.
Another example is:
Justin Bieber is famous among teenagers and even adults. There are approximately about 28
million Beliebers on twitter following him. Beliebers are his fansclub's name. As McLuhan had
agreed that medium plays a vital role in advertising. In the magazine above, Rolling Stone chose Justin bieber as their model for their magazine. By putting Justin Bieber wearing muscle T would attract readers or even buyers.
3. Sender and Receiver
The meaning of a text created by an author. Author intention and encoded message is transmitted. Receiver decodes text by using available cultural and technological resources. For example:
4. Context
Space and time in which the message is uttered. For example:
1. He thought his girlfriend is that innocent LOL
2. Oh my God! I didn't know that is her boyfriend. I thought..never mind. LOL
3. I mistaken someone today. I pat him on the back. It is so embarrassing LOL
4. Hahahaha LOL
References:
- Dr Chris Woo's Lecture notes
- McLuhan, M. (2001). Understanding Media. London: Routledge
0 comments:
Post a Comment