Cornell University Press, 1988 - Language Arts & Disciplines - 285 pages
Semiotics was defined by Ferdinand de Saussure as "the science of the life of signs in society." Robert Hodge and Gunther Kress here confront the conceptual difficulties that have limited its growth as a field of inquiry and demonstrate how it can be integrated with the social analysis of power, ideology, gender, and class.Social Semiotics explores the many possibilities for semiotic analysis that are created by the assumption that signs and messages must always be situated within the context of social relations and processes. Approaching semiotics as an evolving theory, Hodge and Kress first review the work of theoretical founders, including Saussure, C. S. Peirce, I. Voloshinov, and Freud. They build on the legacy of Voloshinov, who linked semiotics with the study of ideology, and develop the implications of his assertion that the form of signs is determined not only by the social organization of the participants but also by the immediate conditions of their interaction. Showing how such an approach can illuminate key issues is literary theory and communications, the authors analyze messages ranging from literary texts, television, and billboards to social interactions at home and school.
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Aboriginal accent Aegistheus Aeschylus affinity agent analysis Anatensol antilanguage Australian avunculate Beano behaviour Benn Bjelke-Peterson bugaup classification communication constraint constructed context contradiction culture Davy Crockett declension Dennis the Menace diachronic discourse Donatello's effect exist express familial texts father female function genre hypotactic ideological complex important instance kind label Labov linguistics logonomic rules logonomic systems male Mary Quant Meena metasigns mimetic plane modality modality markers narrative negation normally Oedipus opposition organization paradigmatic structures participants plate position power and solidarity Princess Diana produced proxemic reader reading reality reference relations relationship role Saussure Saussure's seems semiosic plane semiotic systems sense signals signifiers of power signs Simone Martini simply social meaning social semiotics society Sophocles specific speech status style syntagm syntagmatic teacher theory transformations transparent signifiers typically values verbal language viewer vowels Willesee women Wonder Woman word