What is included with this book?
Preface | p. xi |
Acknowledgments | p. xv |
Techniques of Interpretation | p. 1 |
Semiotic Analysis | p. 3 |
A Brief History of the Subject | p. 3 |
The Problem of Meaning | p. 5 |
Social Aspects of Semiotics: The Individual and Society | p. 6 |
Saussure on the Science of Semiology | p. 7 |
Signs | p. 8 |
Forms of Signs | p. 11 |
Signs and Advertising | p. 12 |
Material Culture | p. 12 |
Objects and Identity | p. 13 |
Activities and Performances | p. 13 |
Music and Sound Effects | p. 14 |
Signs and Truth | p. 14 |
Facial Expressions as Signs | p. 15 |
Hyperreality | p. 16 |
Language and Speaking | p. 17 |
Connotation and Denotation | p. 18 |
The Synchronic and the Diachronic | p. 20 |
Syntagmatic Analysis | p. 22 |
Paradigmatic Analysis | p. 27 |
Intertextuality | p. 29 |
Dialogical Theory | p. 30 |
Metaphor and Metonymy | p. 31 |
Codes | p. 32 |
Semiotics of the Television Medium | p. 35 |
Some Criticisms of Semiotic Analysis | p. 37 |
A Checklist for Semiotic Analysis of Television | p. 37 |
Study Questions and Topics for Discussion | p. 38 |
Annotated Bibliography | p. 39 |
Marxist Analysis | p. 45 |
Materialism | p. 46 |
The Base and the Superstructure | p. 48 |
False Consciousness and Ideology | p. 49 |
The Frankfurt School | p. 51 |
Class Conflict | p. 52 |
Alienation | p. 55 |
The Consumer Society | p. 57 |
John Berger on Advertising | p. 60 |
Bourgeois Heroes | p. 61 |
Hegemony | p. 62 |
The Problem of Media Consolidation | p. 65 |
The Danger of Being Doctrinaire | p. 66 |
Grid-Group Analysis | p. 68 |
Marxist Criticism in the Postmodern World | p. 70 |
Study Questions and Topics for Discussion | p. 71 |
Annotated Bibliography | p. 71 |
Psychoanalytic Criticism | p. 75 |
The Unconscious | p. 75 |
Sexuality | p. 78 |
William A. Rossi on Sexual Aspects of the Foot and Shoe | p. 79 |
The Oedipus Complex | p. 80 |
On the Importance of Myth | p. 83 |
Id, Ego, and Superego | p. 84 |
The Structural Hypothesis Applied to Culture | p. 86 |
Symbols | p. 87 |
Defense Mechanisms | p. 89 |
Dreams | p. 91 |
Condensation and Displacement | p. 93 |
Aggression and Guilt | p. 94 |
Stereotypes and Aggressive Humor | p. 96 |
Freud and Beyond | p. 97 |
Jungian Psychoanalytic Theory | p. 98 |
Archetypes | p. 98 |
The Collective Unconscious | p. 98 |
The Myth of the Hero | p. 99 |
The Shadow Element in the Psyche | p. 99 |
The Anima and the Animus | p. 100 |
Psychoanalytic Analysis of Media: A Cautionary Note | p. 101 |
Study Questions and Topics for Discussion | p. 102 |
Annotated Bibliography | p. 102 |
Sociological Analysis | p. 107 |
Émile Durkheim on Our Social Nature | p. 108 |
Some Basic Concepts | p. 110 |
Alienation | p. 110 |
Anomie | p. 110 |
Bureaucracy | p. 111 |
Class (Socioeconomic) | p. 111 |
Culture | p. 112 |
Deviance | p. 113 |
Elites | p. 114 |
Ethnicity | p. 114 |
Functionalism | p. 114 |
Lifestyle | p. 116 |
Marginalization | p. 116 |
Mass Communication and Mass Media | p. 117 |
Mass Society | p. 117 |
Postmodernism | p. 119 |
Race | p. 120 |
Role (Social) | p. 121 |
Sex (Gender) | p. 122 |
Socialization | p. 122 |
Status | p. 124 |
Stereotypes | p. 125 |
Values | p. 125 |
Uses and Gratifications | p. 126 |
Genres and Formulas | p. 133 |
Content Analysis | p. 135 |
Leo Lowenthal on Content Analysis | p. 135 |
Study Questions and Topics for Discussion | p. 138 |
Annotated Bibliography | p. 139 |
Applications | p. 143 |
Murderers on the Orient Express | p. 145 |
Organizing a Mystery | p. 145 |
Detectives as Semioticians | p. 147 |
Social and Political Dimensions | p. 148 |
Poirot as Revolutionary | p. 149 |
Study Questions and Topics for Discussion | p. 151 |
Seven Points on the Game of Football (And Some Interesting Statistics) | p. 153 |
Football Is a Game of Signs | p. 153 |
Instant Replay and the Modern Sensibility | p. 154 |
Football Socializes Us | p. 155 |
Statistics About Televised Football | p. 157 |
Why Baseball Is Boring | p. 158 |
Football as an Alternative to Religion | p. 160 |
The Marxist Perspective | p. 161 |
Football and the Psyche | p. 162 |
Concluding Remarks | p. 164 |
Study Questions and Topics for Discussion | p. 165 |
The Maiden With the Snake: Interpretations of a Print Advertisement | p. 167 |
Signs in Signs: A Primer on Applied Semiotics | p. 167 |
The Maiden in Paradise: A Case Study | p. 169 |
A Paradigmatic Analysis of the Fidji Advertisement | p. 174 |
Psychoanalytic Aspects of the Fidji Text | p. 175 |
An Aside on Moisturizers and Anxiety | p. 176 |
Final Comments on Perfume and Anxiety | p. 177 |
Study Questions and Topics for Discussion | p. 178 |
All-News Radio and the American Bourgeoisie | p. 181 |
News and Alienation | p. 181 |
News and Ruling-Class Ideology | p. 183 |
Commercials and Anxiety | p. 184 |
Caught in the Middle | p. 184 |
News From Internet and Social Media | p. 185 |
Study Questions and Topics for Discussion | p. 186 |
Video Games: A New Art Form | p. 189 |
Are Video Games an Art Form or a Medium? | p. 192 |
New Technologies and Video Games | p. 193 |
Janet Murray on Interactivity and Immersion | p. 194 |
Video Games and Addiction | p. 195 |
Video Games and the Problem of Violence | p. 196 |
Social and Physical Problems Caused by Video Games | p. 197 |
Video Games and Sexuality | p. 198 |
Conclusions | p. 199 |
Study Questions and Topics for Discussion | p. 200 |
Cell Phones, Social Media, and the Problem of Identity | p. 201 |
An Epiphany | p. 202 |
Media Use by 8 - to 18-Year-Olds | p. 202 |
Social Media | p. 204 |
A Psychoanalytic Perspective on Youth and Social Media | p. 205 |
The Cell Phone as Sign: A Semiotic Perspective | p. 208 |
Marxist Perspectives on Cell Phones | p. 209 |
Conclusions | p. 210 |
Study Questions and Topics for Discussion | p. 211 |
Epilogue: Shmoos and Analysis | p. 213 |
Study Questions and Topics for Discussion | p. 214 |
Appendix: Simulations, Activities, Gaines, and Exercises | p. 217 |
Anatomy of a Tale | p. 217 |
Paradigmatic Analysis | p. 218 |
A Lévi-Straussian Analysis of Upstairs, Downstairs | p. 219 |
Steps in Playing Lévi-Strauss | p. 219 |
Dream Analysis | p. 220 |
Writing a Therapeutic Fairy Tale | p. 220 |
Origin Tales | p. 221 |
Radio Scripts | p. 222 |
Television Narrative Analysis | p. 222 |
The Propp Game | p. 223 |
An Example | p. 224 |
Metaphors | p. 224 |
How to Play the Metaphor Game | p. 225 |
Things to Consider | p. 226 |
Advertising Analysis | p. 226 |
Playing Aaron Wildavsky | p. 227 |
Textual Analysis | p. 229 |
Semiotic Analysis | p. 229 |
Marxist/Ideological Criticism | p. 230 |
Psychoanalytic Criticism | p. 230 |
Sociological Criticism | p. 230 |
Glossary | p. 231 |
References | p. 247 |
Author Index | p. 253 |
Subject Index | p. 255 |
About the Author | p. 259 |
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