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CODESMeaning systems consisting of signs. Signs are anything that has the potential to generate meaning, to signify. When a sign has

generated meaning it has achieved signification. This is fundamental to the semiotic approach to the study of

communication.

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VALUEThe worth, importance or usefulness of something to somebody.

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IDEOLOGY

Is concerned with how we as individuals understand the world in which we live. (My ideology). It involves the relationship between

the individual and the broader social or cultural structures. Marxist ideologies.

Gramsci’s concept of hegemony, in which ‘ruling ideas’ are continually struggling with the competing world views of other

interest groups in society.Althusser described ideology as being everywhere, (family,

education, mass media) environment and language. It can be found in practices.

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MODE OF ADDRESS

A simple process model (Sender – Message – Receiver) has limitations. Here we think: Who does this text think I am?

How are we positioned and what register is used?

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NARRATIVEMeaning are constructed as stories. They may, or may not, be true.

It helps us to pass our culture down generation to generation. Presented with a set of signifiers, the human mind looks for

meaningful order, we find ‘randomness’ difficult.

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FALSE NEEDS

According to Marxist analysis, the over production of goods in Capitalist society leads to false needs, or wants and desires,

disguised as ‘needs’.

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MALE GAZELaura Mulvey coined the term when she noticed in mass media, film and advertising the viewer is placed in the position of the

heterosexual male. In film, for instance, the scene lingers on the curves of a female body. She argues this denies women human

agency, relegating them to the status of objects.

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QUEER THEORYAccording to Judith Butler, the idea of ‘male’ and ‘female’ are just

the product of representation of masculinity and femininity.

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PARODYA send-up or spoof, a work created to mock, comment on, or make

fun at an original work, by means of humorous, satiric or ironic imitation.

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ETHNOCENTRISMThe belief that one’s race or ethnic group is superior to those of

others. Could manifest in the judgement of one’s language, behaviour, customs or religion.

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MYTHA way of explaining, simplifying and organising our perceptions of

the world – making our shared understanding seem natural or taken for granted.