媒体英语.docx

媒体英语.docx

《媒体英语.docx》由会员分享，可在线阅读，更多相关《媒体英语.docx（15页珍藏版）》请在冰豆网上搜索。

媒体英语

MISE-EN-SCÈNE

Whatisit?

WhatisputbeforethecameraandHowitisphotographed

Thus,atotalarrangementof:

Settings（布景）

Costumesandmake-up（服装和化妆）

Lightingandfigureexpression,andmovement（灯光,角色的表达和行动）

Thelanguageofmedia

Therearevariouselementsthatcombinetomakeafilm:

Cinematography（camerawork）

Sound

Mise-en-scene

Editing（剪辑）

Mostofwhatweseeinascenehasareasonforbeingthere.

Eachelementinascenehascertainconnotations.

Sound

Threemaintypesofsound:

dialogue,music,soundeffects

Thesesoundscanbeeitherdiegetic（剧情声）ornon-diegetic（外在剧情声）.

Diegeticreferstosoundthatispartofthefilmworld.

--------Itissoundthatthecharacterscan

hearaswellastheaudience,andusuallyimpliesareactionfromthecharacter,suchas:

Cinematography–framingoftheshot

Close-upshot（特写）

Indicatesfacialexpressionsorreactions,emotionalresponses.

Mediumshot

Indicatesbodymovementsfromthewaistupwards

Medium-longshot

Indicatesbodymovementsfromthekneesupwards

Angleofthecamera

Variationsofthreecameraangles:

High-angleshot（lookingdown）（俯拍）

Subjectismadetoseemsmall,weak,vulnerable

‘Bird’s-eyeview’

AnalyzingMise-en-scène

Waterworld

DawnoftheDead

ButtherelationshipbetweenthesignifierandthesignifiedisARBITRARY（任意的）,anddependentuponasharedcode.（P20）

Itisthisarbitraryrelationshipwhichpermittedalinguistictheorytobeappliedtoawiderculturalfield

C-A-T=

Theideaofthesigncanbeextendedfromthewrittenorspokenwordtoimages,objects,evenactivitiesandeventsintheeverydayworld.

“Mythologies”1957

RolandBarthes（罗兰·巴尔特）

（1915-80）

BarthesextendedSaussure’sconceptofthesigntoculturalobjects,imagesandpracticesgenerally,treatingtheseascomponentsina“language”whichcommunicatedandestablishedmeaning

withinsociety.

R.Barthes.

Twolevelsofmeaning

SIGN–firstlevel

Signifier–CAT,Englishthewordmadeupofletters.Itcouldaswellbe‘chat’or‘gatto’…

Signified–imageinyourmindofacat,anycat…

Sign–acat

‘Barbie’

Toysalwaysmeansomething..literallyprefigure（预示）theworldofadultfunctions,preparethechildtoacceptthemall…beforehecaneventhinkaboutit…thealibiofanaturewhichhasatalltimescreatedsoldiers,postmen…

Barthes.1957

Firstlevel

Denotation（表面意义）

Signifier:

Barbie（word,toy,pictureetc）

Signified:

Onthebasisoftheagreed“culturalcode”（文化代码）,intheWesternworld,theword,toyorpictureisunderstoodtobe,theMatteldollBarbie.

2ndlevel

Connotation（引申意义）

Barbieasconnotative‘sign’

Theperfectwomanwillbeperfectlythinwithelegantlimbsandflawlessskin.Shewill‘possess’;beautifulclothing,jewellery,cars,racehorses,jacuzziandjetskiinpink...Shewillneverhaveenoughstuff….….recentlyseenatParisfashionweek…perfectcontemporarywomanhood

（See:

MaryFRogers.BarbieCulture.2000）

Mythand‘naturalisation’

‘Toyshererevealthelistofallthethingstheadultdoesnotfindsounusual,war,bureaucracy…’

Atthelevelofconnotation,thesigncantellthetruthorlie,butitisconnectedtothewidersocialandculturalframework;toourvalues,ourbeliefsandoursocialsystems

Ideology

Outline

SuperstructureandBase:

Ideologydefined

L.Althusser

ExamplesofIdeology

Superstructurevs.EconomicBase

intheHistoryofMarxism:

PoststructuralistMarxism--Althusser;

Neo-Marxists’useofGramsci

IdeologyDefined

“rigidsetofideas”;e.g.somebodyrefrainsfromeatingmeat“forpracticalratherthanideologicalreasons.”--negative

rulingideology:

legitimatingthepowerofthedominantgroup--negative

setsofideastojustifycertainorganizedsocialactions--couldbepositiveornegative

＊setsofideastojustifycertainactionswhilemaskingtheirrealnature.–negative

Althusser,Louis（1918-1990）

Explainsbothsocialstructureandindividualsubject’spositioninrelationtoideology.

Althusser’sRevisionofMarxism

Ideologyisa‘Representation’oftheImaginaryRelationshipofIndividualstotheirRealConditionsofExistence.

Ideologyhasthefunctionofconstitutingindividualassubjects.（Interpellation唤询）

*Ideologyisnotanyidea;itshouldbeasystemofideas（representation）producedbysomeinstitutions（stateapparatuses国家机器）

Ideologies:

Examples

我以身为中国人为荣。

一日为师，终生为父。

Godistruth.

TheEarthisround.

Itishumannaturetolove.

MenarefromMars;womenfromVenus.

Nationalism;patriotism;

ISA=schoolinpatriarchal（父权）society

Church

--sothemythof女媧補天isameresuperstition

--soIcanloveanyoneI’dlike.

--soweshouldnotexpectmentocomfortorsupportothers.

Interpellation

TheoryofFrenchMarxistTheorist,LouisAlthusser

Althusser:

“Theideologyhailsorinterpellatesindividualsassubjects（主体）（1971）P32

Addressingtheconsumer

Advertisingusesinterpellation,theprocessbywhichtheconsumerrecognizesthemselvesinthesubjectpositionofferedinaproductoritsadvertisement.

JudithWilliamsoncallsthisappellation,where“you,”theindividual,areconstantlybeingaddressedinthemessage.

Thewholeprocessisoneinwhichweconsumeproductsthroughcommoditysigns（商品符号）.

Adscreatearelationshipofequivalence（相等；等同于）betweenaproductanditssignifier（能指）.

Sometimestheytrytoshowtheirproductisuniquewhenthereareinfact,manyproductslikeit.

Companiesalsousedifferentiation（差异化策略）toshowtheirproductisunique.

Soadsconstructrelationshipsof

equivalence,differentiationand

significationtocreatecommoditysigns.

Examples:

“No-Age:

SayNotoAging”-ChristianDior

“Whosaysyoucan’trestorewhattimetakesaway”–Nutrimentics（澳洲纽蔓氏）

So-howdoadvertisersindulgethe‘allpowerful’consumer?

1.Theyassignthemvarious‘consumeridentities’wheretheshopperis‘hailed’orappealedtoas:

Explorers

Identityseekers

Artists

Experts

Victims

2.Theycanalsoimaginedifferent‘waysofshopping’,wheretheconsumerisconsideredtoshop:

Asa‘rational’householdmanager

Asabargainhunter

Asafashionvictim

Forpoliticalreasons（green/organicshopping）

Asanexpert

FromIdeologytoHegemony

Hegemony=DominantIdeology,butnotalwayscontrollingus;

AntonioGramsci（1891-1937）

SupporterofRussianrevolutioninsocialisttransformationthroughouttheadvancedcapitalistworld.

Hegemony:

controlbyconsent（赞同）

Therulingclass’moralandpoliticalclaimstoleadership.

Hegemonyisnotdomination,whichoperatesbyforce,mostcommonlythestate’smonopoly（垄断）onviolence.Instead,it’sintellectualandmoral（Gramsci,44）.

P33

Hegemonyisaprocess,notafixedsituation.

Gramsci–hegemonyisnotsecure

Thisinvolvesthedominantgroupmaking'compromises（妥协）'thatare（orappearas）favourabletothedominatedgroup,butthatwhichactuallydonothingtodisruptthehegemonyofthedominators（统治者）.

Blackimages

I.Threestereotypes:

Mammy,slaves,clownspontaneous（自发的；无意识的）consensus（协商一致；共识）totheirslaveryorinferiority.

HegemonicTheory&Media

Mediacontributetoadominantideologywhichbenefitsthedominantclasses

IdeologicalandFictionalmediaoutput:

DemolitionMan（超级战警）

Representation

WhatisRepresentation（再现；表征）?

Stereotypes（刻板印象）

Contentanalysis（内容分析）

Ahegemonicapproach（霸权理论的研究视角）：

Anideologicalapproach

Imagesofyouth

WhatisRepresentation?

Theactofcommunicatingthroughtheuseofsymbolsorcodesstandingforthings,peopleorevents.InMediaStudiesweneedtorealisethatarepresentationisdifferentfromtherealityrepresented,andthatrepresentationsarecontrolledbymediainstitutions.P39

WhichotherKeyConceptsdoweneedtoconsider?

MediaLanguage（howtherepresentationiscreated,denotationandconnotation）

Institutionandaudience（whoisdoingtherepresentationandwhoisitaimedat?

）

Theoriesandideology（howcanwedeconstructtherepresentationandhowcanwemakesenseofit?

）

Whatdoweneedtoknow?

Whoisbeingrepresented?

•Inwhatway?

•Bywhom?

Whyisthesubject（主体）beingrepresentedinthisway?

•Istherepresentationfairandaccurate?

Society,theindividualandrepresentation

Itistoosimpletotalkjustaboutcreatingrepresentations-weneedamoresubtleunderstandingoftheprocess.Togetthiswewilllookbrieflyatsomedifferentideaspeoplehavehadabouthowrepresentationworks.Youcouldbroadlyseparatetheseintothree:

Selection

Whateverendsuponthescreenorinthepaper,muchmorewillhavebeenleftout——anynewsstoryhasbeenselectedfromhundredsofotherswhichtheproducersdecidedforyouwerelessinteresting,anypicturehasbeenchosenfromanenormousnumberofalternatives.

2.Organisation

Thevariouselementswillbeorganisedcarefullyinwaysthatreallifeisnot———invisualmediathisinvolvesmise-en-sceneandtheorganisationofnarrative,intherecordingofanalbumtheproductionmightinvolvere-mixingatrack.

Anymediumyoucanthinkofwillhaveanequivalenttothese.Thisorganisationofthematerialwillresultin…….

3.Focusing

Ifyouarewatchingafilmthecamerawillpantowardsanimportantcharacter,inatabloidtheheadlineswillscream,foryourattention.

Itcanbeeasytoignorehowdifferentfromoureverydaylivesthisis.

Ifyouarewalkingthroughafield,youareunlikelytoseeasignsaying"lookatthisamazingtree."Youmakeyourowndecisionsaboutwhatisworthourattention.Themediatexttriestodothisforus.

Anyrepresentationisamixtureof:

1Thethingitself

2Theopinionsofthepeopledoingtherepresentation

3Thereactionoftheindividualtotherepresentation

4Thecontextofthesocietyinwhichtherepresentationistakingpl