Anchorage

Mwe - 19/09/12

Anchorage:

 

A somewhat clear definition of Anchorage: How a meaning is fixed - For example, how a caption fixes the meaning of a picture.

Of course, there is no such thing as a completely fixed meaning. Therfore, everything is slightly 'loose' or has some sort of leverage over the chosen subject or topic.   

 

You may want to see it as an anchor from a boat.

 

 

The anchor is the key thing, the key topic that everything moves around. It does not move but allows "The Boat" to move as long as it has some connection with "The Anchor".

 

 

 

 

 

The most clear example of this is seen with headlines and pictures. -

 

 

 

With this picture alone, you may think that it's adversing the christmas season, shopping, holidays ect. This has no real fixed subject or point because it has no anchor.

 

 

 

 

 

 

Winter Shopping Deals!            

 

This headline is the picture's anchor, as there is now a chosen topic that pictures and texts can revolve around. The chosen picture could have been mittens, someone skiing, fluffy jumpers ect. These would all have worked because they have a connection with the headline, but without this text the pictures could have multiple meanings!

 

So, the best a media producer can do is to "Anchor" the viewer/audience around prefered readings. This process is known as anchorage!

 

 

 This has been my interpretation of anchorage in media. I have tried to explain as fully as I can and hope that everything is clear and precise.

 



My First Post! - Semiotics & Juxtaposition

Mwe - 11/09/12

Lesson 1: Semiotics

Semiotics refers to the system of signs, such as pub signs road signs and star signs. Drawings, paintings and photographs are also included. However, what most people don't realise is that words, sounds and body language are also considered as important 'Signs'. 
In semiotics, denotation and connotation are terms describing the relationship between the signifier and its signified. 'Denotation' tends to be described as the 'common sense' meaning of a sign. The term 'connotaion' is used to refer to the 'personal' associations of the sign. Connote = meaning by association, a deeper meaning.

The 'Signifier' - The form which the sign takes.
The 'Signified' - The concept it represents.

There are three main types of signifiers.

1.) Symbolic: Signs that you have grown up learning, where in the back of your mind, you automatically know what it signifies.

2.) Iconic: This is the accurate representation of the real. (E.g. A photo) They have a physical similarity to the object that they signify. For example, the use of a wheelchair to signify facilities for disabled people.
Another example - we can usually find the men's and women's toilets by looking for the iconic signs on the doors.

3.) Indexical: Indexical signs are often based on logic or common sense. For example, a high temperature registered on a thermometer is an indexical sign that someone has a fever, or if you see smoke, it is an indexical sign that there is a fire. However, to assign these meanings to something, we would have to have previously experienced these signs.

The Power of Juxtaposition

Juxtaposition is used to create an effect. Two completely different objects have two completely different meanings, but when put together can create an effect or idea.
For Example:



A woollen hat creates a happy, calm atmosphere. The first thing that comes to mind may be the elderly or grandparents - A vulnerable and loving picture.






Juxtaposed with a dark, sinister background, they could signify the elderly being cast away and lost in the depths of society!


This has been a breakdown of my first Media lesson with Mr Wroe. I have tried to explain as easily and as fully as I can, the basics of Semiotics and Juxtaposition.