Курс английского языка: введение в семиотику

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Lesson 10: Modes of Address

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Texts within a code

The modes of address employed by texts within a code are influenced primarily by three inter-related factors:
  • textual context: the conventions of the genre and of a specific syntagmatic structure;

  • social context (e.g. the presence or absence of the producer of the text, the scale and social composition of the audience, institutional and economic factors); and

  • technological constraints (features of the medium employed).
A basic typology of modes of communication in terms of synchronicity - whether or not the participants can communicate 'in real time' - without significant delays:
  • synchronous interpersonal communication through both speech and non-verbal cues (e.g. direct face-to-face interaction, videolinks); through speech alone (e.g. telephone) or primarily through text (e.g. internet chat systems);

  • asynchronous interpersonal communication primarily through text (e.g. letters, fax, e-mail);

  • asynchronous mass communication through text, graphics and/or audio-visual media (e.g. articles, books, television etc.).

Class assignment (group work, done orally):

The typology above seems to ignore the importance of "communication in small groups". Can you describe this mode of communication and its specific features relevant to the subject of the lesson?

 

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Resources for Lesson 10:
  • Chandler, Daniel. Semiotics for Beginners.
  • Alberti, Leon Battista (1966): On Painting (trans. John R Spencer). New Haven, CT: Yale University Press
  • Wright, Lawrence (1983): Perspective in Perspective. London: Routledge & Kegan Paul
  • Romanyshyn, Robert D (1989): Technology as Symptom and Dream. London: Routledge
  • Foucault, Michel (1970): The Order of Things. London: Tavistock
  • Peirce, Charles Sanders (1931-58): Collected Writings (8 Vols.). (Ed. Charles Hartshorne, Paul Weiss & Arthur W Burks). Cambridge, MA: Harvard University Press
  • Johnson, Richard (1996): 'What is Cultural Studies Anyway?'. In Storey (Ed.) op. cit., pp. 75-114
  • MacCabe, Colin (1974): 'Realism and the Cinema', Screen 15(2), pp. 7-27
  • Althusser, Louis (1971): Lenin and Philosophy (trans. Ben Brewster). London: New Left Books
  • Booth, Wayne C ([1961] 1983): The Rhetoric of Fiction (2nd Edn.). Chicago, IL: Chicago University Press
  • Kress, Gunther & Theo van Leeuwen (1996): Reading Images: The Grammar of Visual Design. London: Routledge
  • Tolson, Andrew (1996): Mediations: Text and Discourse in Media Studies. London: Arnold
  • http://www.rrrrrrrr.ru/img/7809.jpg
  • Пермский государственный университет

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