A System For Interpretation

Media has infiltrated almost every aspect of our lives. As technology progresses so does the study of media. This class media studies has built upon each subject discussed.

We began by discussing hermeneutics which can be considered a way of thinking, or a philosophy. 

There are five types of hermeneutics:

 - normative 

- scientific

- philosophical 

- depth  

- natural

Each is a method of interpretation.

Figure 1.

Which leads to the discussion of interpretation which can be explained through examples in our everyday life, but in order to begin interpreting we must understand signification, which is broken down by what is known as a signifier and what is signified. Signification is based signs and how we view them which is heavily shown in ideology and mythology.

We create interpretations every day and go through this process without a single thought. By studying this it adds a sense of awareness to something we naturally do. I can walk into a room and see the atmosphere, which creates a feeling. Therefore the temperature, the lighting, what objects surround me and I can create an assumption of what might happen, a certain feeling can come about and I will immediately formulate an opinion. 

                                                                     Figure 2.

This is systematic and it works for each new experience.  

Social Subjectivites: How to Be Judgmental Without Even Knowing It

There are many social subjectivities, but the ones that come to mind are: Age, class, gender, race, religion, sex, and sexuality.

Due to the commonality of social subjectivities as well as its connection to ideologies, social subjectivities becomes an important phenomenon to discuss in media studies.

Social subjectivities occur in our everyday lives. It is how one person views another person and is tied to ideology because of how much value is placed on social subjectivities. For instance, we can look at how someone is dressed as well as their grammar and try to determine what class they fall into, we develop a narrative of their life, and we do it without evening thinking about it. For example with all of the signifiers in this picture, the missing tooth, the flannel, the cowboy hat, the guns, and confederate flag, are all signs that this is a redneck. So we social subjectify him as such.

                                                               figure 1.

It’s strange that at this point in time, in my personal life, I am not experiencing social subjectivities. Many women find themselves as activists for feminism, I have yet to experience my gender holding me back from goals, jobs, etc.

Media in terms of its use for empowerment has definitely been used in the past couple of years. I have not personally used it for empowerment purposes, but those that have include, gay rights, black lives matter, woman’s rights and more.

A recent use of media for empowerment was the half-time show performance at the 2016 Super Bowl represented the Black Lives Matter movement and the Gay Rights movement. Coldplay based his part of the show around Gay Rights through symbolism, with vivid colors and the recurrence of the symbol for Gay rights the rainbow. 

                                          figure 2. 

The Black Lives Matter movement was shown through Beyoncé’s performance who is a powerful Black Women who showed her support through the dressing up in 

Black Panther attire and singing her song Formation that directly discusses race.

By referencing the Black Panthers in Beyoncé’s performance, she is using subject positioning and directly using popular culture to do so. The Super Bowl half-time show was one of the best times to make a statement through media to have access to the largest audience possible. Which was a smart move on her part.

                                          figure 3.

Those that viewed the half-time show had much to say regarding her performance on whether it was right or wrong and those beliefs and values that are reflected while ideological are basing their opinions on what was observed through social subjectivities.

Links: 

https://s-media-cache-ak0.pinimg.com/564x/f9/0f/77/f90f7718bb22f16073bebb286e37da4a.jpg

http://www.theblaze.com/wp-content/uploads/2016/02/Screen-Shot-2016-02-08-at-10.22.02-AM-620x413.jpg 

 https://kellygermaine.files.wordpress.com/2016/02/beyoncc3a9-superbowl-2016.png?w=568&h=307

RSA and ISA, What Do You Believe?

Ideology is understood as beliefs, values and ideas. Most link ideology to Communism due to the various texts written by Marx such as the Communist Manifesto.

                                      Figure 1.

Much of ideology is based on politics and social structure such as the class system. Production in the world is created because of social structure and in order to have effective production in society there needs to specific conditions. These conditions are effective because the previous production is reproduced.

For instance, you have a product, in order to obtain that product you have materials, the materials are obtained from a merchant, that merchant has workers, those workers get paid wages. The wages keep the workers returning in order to feed their family so that their children will continue the job when they are gone. If this exact formula is reproduced than it is reproduction of production.

Although with every formula rules are applied in order to achieve the same outcome.

But with rules, or signifiers comes user error due to metaphor. This is why ideology can produce different results because people can have different beliefs, values and ideas based on variables.

Figure 2. 

So Marx created 2 representations of ideology such as, ISA which is Ideological State Apparatus and RSA: Repressive State Apparatus. 

The ISA is described by Marx as religious, educational, family, legal, political, trade-union, and communications and cultural.Marx says that all of these elements function together as Ideology, by beliefs, values and ideas. He goes on to describe RSA.

RSA is described by Marx as, “the Government, the Administration, the Army, the Police, the Courts, the Prisons etc.” (Althusser, Ideology andIdeological State Apparatuses.)

Where ISA is considered mainly ideology with little to no violence  RSA is considered violent, with the main word examined is repress. A current example of RSA is the Police brutality and Black Lives Matter movement.

                                     Figure 3.

Now when examining media and media studies these topics fit under the Ideological State Apparatus. For example media and media studies fits under communications. Communications can be heavily based on metaphor because of its basis on language. 

When one studies media they realize that there are various different platforms where media can be expressed through language and through content. One platform can be social media such as twitter. When one writes on twitter sometimes their messages can be misconstrued because of how the reader interprets the text due to metaphor or preconceived ideas. Once again ideology is beliefs, values and ideas, therefore communications in this example is considered ISA.

Links:

https://ato1952.files.wordpress.com/2014/02/ac019-9914779-background-concept-wordcloud-illustration-of-ideology-glowing-light.jpg?w=450&h=350

https://blinkutopia.files.wordpress.com/2013/03/karl-marx.jpg

http://america.aljazeera.com/content/ajam/articles/2015/5/28/minneapolis-may-become-the-next-baltimore/_jcr_content/image.adapt.480.low.Minneapolis_police_black_white_race_aclu_05289.jpg

https://www.marxists.org/reference/archive/althusser/1970/ideology.htm#n8 

A Walk Through Interpretation: The Semiotic Way

As humans we create meaning in our everyday lives. When we see a stop sign we understand that, that means stop. 

The manner in which we create meaning is done through the identification and study of signs, this is called semiotics. Semiotics is very much a study of language as well, since so much meaning derives from the written word.

A sign can be described by an equation:

 signifier + signified = sign

Signifier and signified I believe were best described by Daniel Chandler in his writings of Semiotics for Beginners. A signifier is said to be “the form which the sign takes” where the signified is said to be “the concept it represents.” (Chandler. Signs) 

So we use the stop sign analogy: the color red + the word stop + the octagonal shape (signifiers) + Red means danger + word stop means stop + octagon shape is a warning (signified) = Stop sign (sign)

                                                          Figure 1. Stop Sign 

Signs require other signs in conjunction, in order to develop meaning, which is the idea of codes.

Codes explain why signs make sense; they are our reasoning behind developing meaning.

Though semiotic analysis may seem complex it is extremely important to success in various fields of work, for instance advertisements are always directed towards a certain audience and are trying to present a product in a certain light.  By using certain images and colors or even music these are the signs they are using to create meaning for the viewer.

For example you could produce a semiotic analysis for McDonalds and develop an interpretation as to why the advertisers chose the colors they did and how we know that a sign in a McDonalds sign, what characteristics signify that it is in fact a McDonalds.

                                                           Figure 2. McDonalds 

You would look into the letter M, the color yellow, the word McDonalds and so on. 

Meanings and interpretations are never ending, because we spend our lives interpreting what’s around us.Semiotics can define success and by studying it and understanding the reasoning behind interpretations we get closer to understanding humans and thought processes.

Links: 

  http://visual-memory.co.uk/daniel/Documents/S4B/

  http://theleadershipprogram.com/wp-content/uploads/2013/01/stop-sign.jpg 

  http://news.bbcimg.co.uk/media/images/50921000/jpg/_50921947_mcdonalds.jpg

Not Judgmental Just Interpreting: Hermeneutics

Much of your time spent on earth is spent trying to understand your surroundings, what your purpose is, how people interact and defining who you are as a person.

Unbeknownst to many there is in fact a method we use when trying to understand these elements of our lives.

Hermeneutics, what is it, why is this word relevant and why should you care about any of this? 

                                               https://onechristiandad.files.wordpress.com/2015/02/10378061_10152770327236192_8992050941441346455_n.jpg

In its simplest form hermeneutics is the science of understanding or interpreting.

So to say we spend most of our time on earth trying to understand or interpret, well then you are really practicing hermeneutics.

 But hermeneutics is broad, there are 5 types of hermeneutics to understand.

•            Natural
•        Normative
•           Scientific
•           Philosophical
•           Depth

Natural hermeneutics is interpreting everyday life. For instance, you meet someone for the first time, you  will probably “naturally” read this person intensely by their body language, how they talk, and how well they present themselves over all to make an assumption. This is interpreting in your everyday life and it is a normal function for human beings, thus the best example for natural hermeneutics. 

Normative hermeneutics is deliberate and rule based. If you are practicing normative hermeneutics you  will most likely follow strict rules or readings, and will wear a suit or maybe even robes depending on your career choice. This is because you will typically find normative hermeneutics being practiced by judges, lawyers, or priests. They are the prime example for those who interpret text.

Scientific hermeneutics, if you are in school, you have used it.  The scientific method is the key to understanding this type of hermeneutics, it is the foundation of most science experiments and how data is discovered and interpreted.

Philosophical hermeneutics is best explained in the classroom. It is a way of thinking and interpreting building a foundation of information and connecting with it somehow. When you read a text you interpret that text, it’s a constant cycle of reading and interpreting, finding meaning in the words on a page.

                           http://www.sfu.ca/media-lab/cycle/presentation/images%20(presentation)/Hermeneutic%20cycle.jpg

Depth hermeneutics is what I believe to be the most complex. There are so many levels to this particular interpretation involving suspicion of various levels such as ideology, the unconscious, language, and discourse. Many of these levels flow into the other but it is all about assumption and liberation.

So why does this matter to you? By understanding how one interprets information, you will find it helps to pull as much information as possible as well as providing an explanation for the conclusions we come to on a daily basis whether intentional or not.

To discover more information on hermeneutics and its history check out: http://plato.stanford.edu/entries/gadamer/