LANGUAGE - LEVI STRAUSS - INTRO TO THEORY AND WRITTEN TASK

Levi Strauss
Intro to theory and Q1 Written Task

1. MEDIA LANGUAGE

2. Semiology – Barthes Semiology is the study of signs. Signs consist of a signifier (a word, an image, a sound, and so on) and its meaning – the signified. The denotation of a sign is its literal meaning (e.g. the word ‘dog’ denotes a mammal that barks). Denotations signify connotations – the associations of the denotation (e.g. ‘dogness’ – the thoughts and feelings associated with dogs). Denotations and connotations are organised into myths – the ideological meaning. These make ideology seem natural . For example, a Bulldog might activate a myth of Britishness. HOW MIGHT WE APPLY THIS TO NEWSPAPERS?

3. Semiology – Barthes Denotations and connotations are organised into myths – the ideological meaning. These make ideology seem natural . For example, a Bulldog might activate a myth of Britishness. HOW MIGHT WE APPLY THIS TO NEWSPAPERS?

4. Semiology – Barthes Denotations and connotations are organised into myths – the ideological meaning. These make ideology seem natural . For example, a Bulldog might activate a myth of Britishness. WHAT ‘MYTHS’ OR IDEOLOGICAL POSITIONS ARE BEING EVOKED?

5. Semiology – Barthes Denotations and connotations are organised into myths – the ideological meaning. These make ideology seem natural . For example, a Bulldog might activate a myth of Britishness. WHAT ‘MYTHS’ OR IDEOLOGICAL POSITIONS ARE BEING EVOKED?

6. Semiology – Barthes Denotations and connotations are organised into myths – the ideological meaning. These make ideology seem natural . For example, a Bulldog might activate a myth of Britishness. WHAT ‘MYTHS’ OR IDEOLOGICAL POSITIONS ARE BEING EVOKED?

7. Semiology – Barthes Denotations and connotations are organised into myths – the ideological meaning. These make ideology seem natural . For example, a Bulldog might activate a myth of Britishness. WHAT ‘MYTHS’ OR IDEOLOGICAL POSITIONS ARE BEING EVOKED?

8. Semiology – Barthes Denotations and connotations are organised into myths – the ideological meaning. These make ideology seem natural . For example, a Bulldog might activate a myth of Britishness. WHAT ‘MYTHS’ OR IDEOLOGICAL POSITIONS ARE BEING EVOKED?

9. Structuralism – Levi-Strauss Structuralism is the study of the hidden rules that govern a structure. Levi-Strauss thought that the human mind could be investigated by studying the fundamental structure underlying myths and fables from around the world (which he saw as one unitary system). He developed the idea of the ‘ binary opposition ’ – that the system of myths and fables was ruled by a structure of opposing terms , e.g. hot-cold, male-female, culture-nature, raw-cooked. Many writers have analysed media products using the idea of the binary opposition, but seeing the overall system as ‘ideology’ rather than ‘human consciousness’

10. Structuralism – Levi-Strauss In an essay on Levi-Strauss, you might wish to consider some of the functions of binary oppositions within the structure of texts:

11. Structuralism – Levi-Strauss In an essay on Levi-Strauss, you might wish to consider some of the functions of binary oppositions within the structure of texts: 1 – As a shorthand to clarify ideas Binary oppositions can simplify a viewpoint to a very basic level. News stories are often presented in a way that avoids nuance. The Daily Mail often asks its audience to adopt a black and white point of view, with a right-wing ideological bias. The Guardian may adopt a black and white point of view, with a left wing bias, but is more likely to be nuanced in its reporting.

12. Structuralism – Levi-Strauss In an essay on Levi-Strauss, you might wish to consider some of the functions of binary oppositions within the structure of texts: 2 – To make narratives more compelling Binary oppositions are (by definition) centred on conflict. Levi-Strauss argues that all narratives feature conflict on some level and that more distinct oppositions make for more identifiable and therefore more compelling narratives.

13. Structuralism – Levi-Strauss In an essay on Levi-Strauss, you might wish to consider some of the functions of binary oppositions within the structure of texts: 3 – To construct easily identifiable characters (audience gratification) In fiction texts, media language is constructed to establish characters that fit inside binary oppositions. The audience develops expectations around generic tropes (e.g. the hero defeats the villain). One gratification comes when the audience finds it expectations being fulfilled. Another gratification may come when audience expectations are manipulated (reversed, subverted etc.)

14. Structuralism – Levi-Strauss In an essay on Levi-Strauss, you might wish to consider some of the functions of binary oppositions within the structure of texts: 3 – To construct easily identifiable characters (audience gratification) In non-fiction texts (like newspapers) we can see how constructing easily identifiable characters works in the same way as stereotyping and that it can lead to similar issues, perhaps reinforcing social/cultural/political tribalism. Some audiences may find gratification in supporting one group/person or in villainising others. Conversely, some audiences may pride themselves on seeking a more nuanced perspective that avoids stereotyping.

15. Structuralism – Levi-Strauss Structuralism is the study of the hidden rules that govern a structure. Levi-Strauss thought that the human mind could be investigated by studying the fundamental structure underlying myths and fables from around the world (which he saw as one unitary system). He developed the idea of the ‘ binary opposition ’ – that the system of myths and fables was ruled by a structure of opposing terms , e.g. hot-cold, male-female, culture-nature, raw-cooked. Many writers have analysed media products using the idea of the binary opposition, but seeing the overall system as ‘ideology’ rather than ‘human consciousness’

16. Structuralism – Levi-Strauss Structuralism is the study of the hidden rules that govern a structure. Levi-Strauss thought that the human mind could be investigated by studying the fundamental structure underlying myths and fables from around the world (which he saw as one unitary system). He developed the idea of the ‘ binary opposition ’ – that the system of myths and fables was ruled by a structure of opposing terms , e.g. hot-cold, male-female, culture-nature, raw-cooked. Many writers have analysed media products using the idea of the binary opposition, but seeing the overall system as ‘ideology’ rather than ‘human consciousness’ HOW MIGHT WE APPLY THIS TO NEWSPAPERS?

17. Structuralism – Levi-Strauss What is/are the ‘ binary opposition/s ’ underpinning the Myths/ideology that is/are encoded in this cover? How are they used: 1 – As a shorthand to clarify ideas? 2 – To make narratives more compelling? 3 – To construct easily identifiable characters? (audience gratification) 4 – To encourage audience identification? HOW MIGHT WE APPLY THIS TO NEWSPAPERS?

18. Structuralism – Levi-Strauss In an essay on Levi-Strauss, you might wish to consider some of the functions of binary oppositions within the structure of texts: 4 – To encourage audience identification Binary oppositions encourage audiences to identify with a character/person. In fiction texts, much of the tension is created by the audience’s capacity to identify with a character (empathise or sympathise). In non-fiction texts the audience’s tendency to empathise/sympathise can be manipulated to create ideological alignment.

19. Structuralism – Levi-Strauss What is/are the ‘ binary opposition/s ’ underpinning the Myths/ideology that is/are encoded in this cover? How are they used: 1 – As a shorthand to clarify ideas? 2 – To make narratives more compelling? 3 – To construct easily identifiable characters? (audience gratification) 4 – To encourage audience identification? HOW MIGHT WE APPLY THIS TO NEWSPAPERS?

20. Structuralism – Levi-Strauss What is/are the ‘ binary opposition/s ’ underpinning the Myths/ideology that is/are encoded in this cover? How are they used: 1 – As a shorthand to clarify ideas? 2 – To make narratives more compelling? 3 – To construct easily identifiable characters? (audience gratification) 4 – To encourage audience identification? HOW MIGHT WE APPLY THIS TO NEWSPAPERS?

21. Structuralism – Levi-Strauss What is/are the ‘ binary opposition/s ’ underpinning the Myths/ideology that is/are encoded in this cover? How are they used: 1 – As a shorthand to clarify ideas? 2 – To make narratives more compelling? 3 – To construct easily identifiable characters? (audience gratification) 4 – To encourage audience identification? HOW MIGHT WE APPLY THIS TO NEWSPAPERS?

22. Structuralism – Levi-Strauss What is/are the ‘ binary opposition/s ’ underpinning the Myths/ideology that is/are encoded in this cover? How are they used: 1 – As a shorthand to clarify ideas? 2 – To make narratives more compelling? 3 – To construct identifiable characters? (audience gratification) 4 – To encourage audience identification? HOW MIGHT WE APPLY THIS TO NEWSPAPERS?

23. Structuralism – Levi-Strauss What is/are the ‘ binary opposition/s ’ underpinning the Myths/ideology that is/are encoded in this cover? How are they used: 1 – As a shorthand to clarify ideas? 2 – To make narratives more compelling? 3 – To construct easily identifiable characters? (audience gratification) 4 – To encourage audience identification? HOW MIGHT WE APPLY THIS TO NEWSPAPERS?

24. LET'S LOOK AT A PAPER 1: QUESTION 1 Analyse the way that Media Language is used to present social and cultural contexts in Source A (The Daily Mail) and Source B (The Guardian Online). Apply Levi-Strauss theories about structuralism in your answer.

25. LET'S LOOK AT A PAPER 1: QUESTION 1 Analyse the way that Media Language is used to present social and cultural contexts in Source A (The Daily Mail) and Source B (The Guardian Online). Apply Levi-Strauss theories about structuralism in your answer. YOUR INTRODUCTION NEEDS TO DEMONSTRATE YOUR CLEAR UNDERSTANDING OF THE THEORY

26. Structuralism – Levi-Strauss What is/are the ‘ binary opposition/s ’ underpinning the Myths/ideology that is/are encoded in this cover? How are they used: 1 – As a shorthand to clarify ideas? 2 – To make narratives more compelling? 3 – To construct easily identifiable characters? (audience gratification) 4 – To encourage audience identification? HOW MIGHT WE APPLY THIS TO NEWSPAPERS?

27. LET'S LOOK AT A PAPER 1: QUESTION 1 Analyse the way that Media Language is used to present social and cultural contexts in Source A (The Daily Mail) and Source B (The Guardian Online). Apply Levi-Strauss theories about structuralism in your answer. YOUR INTRODUCTION NEEDS TO DEMONSTRATE YOUR CLEAR UNDERSTANDING OF THE THEORY Levi-Strauss theorises that all narratives are organised into binary oppositions. By analysing the underlying oppositions within a text, we may understand the ideological positions that are being taken.  In addition, these binary oppositions may be used as a shorthand to clarify ideas or as a way to make narratives compelling. They may also be used to construct easily identifiable character and to encourage audience identification. What is/are the ‘ binary opposition/s ’ underpinning the Myths/ideology that is/are encoded in this cover? How are they used: 1 – As a shorthand to clarify ideas? 2 – To make narratives more compelling? 3 – To construct easily identifiable characters? 4 – To encourage audience identification?

28. LET'S LOOK AT A PAPER 1: QUESTION 1 Analyse the way that Media Language is used to present social and cultural contexts in Source A (The Daily Mail) and Source B (The Guardian Online). Apply Levi-Strauss theories about structuralism in your answer. YOUR INTRODUCTION NEEDS TO DEMONSTRATE YOUR CLEAR UNDERSTANDING OF THE THEORY Levi-Strauss theorises that all narratives are organised into binary oppositions. By analysing the underlying oppositions within a text, we may understand the ideological positions that are being taken.  In addition, these binary oppositions may be used as a shorthand to clarify ideas or as a way to make narratives compelling. They may also be used to construct easily identifiable character and to encourage audience identification. What is/are the ‘ binary opposition/s ’ underpinning the Myths/ideology that is/are encoded in this cover? How are they used: 1 – As a shorthand to clarify ideas? 2 – To make narratives more compelling? 3 – To construct easily identifiable characters? 4 – To encourage audience identification?

29. Apply Levi-Strauss to: Image Layout - literally opposite Connotations of: Young vs Old Progressive vs Traditional Self vs Duty Anchoring Text Speaking Out vs Speech (Complaining vs Doing duty) Banner Headline Sub headline Stand first Sub-headline 2 Teasers?

30. Apply Levi-Strauss to: Image Layout - literally opposite Connotations of: Young vs Old Progressive vs Traditional Self vs Duty Anchoring Text Speaking Out vs Speech (Complaining vs Doing duty) Banner Headline Sub headline Stand first Sub-headline 2 Teasers?

31. Apply Levi-Strauss to: Image Layout - literally opposite Connotations of: Young vs Old Progressive vs Traditional Self vs Duty Anchoring Text Speaking Out vs Speech (Complaining vs Doing duty) Banner Headline Sub headline Stand first Sub-headline 2 Teasers? How are they used: 1: As a shorthand to clarify ideas? 2: To make narratives more compelling? 3: To construct easily identifiable characters? 4: To encourage audience identification?

32. Apply Levi-Strauss to: Image Layout - literally opposite Connotations of: Young vs Old Progressive vs Traditional Self vs Duty Anchoring Text Speaking Out vs Speech (Complaining vs Doing duty) Banner Headline Sub headline Stand first Sub-headline 2 Teasers? How are they used: 1: As a shorthand to clarify ideas? 2: To make narratives more compelling? 3: To construct easily identifiable characters? 4: To encourage audience identification? A good essay will: Answer the question [0,1,2] Correctly characterise the theory [0,1,2] Use specific and detailed examples [0,1,2] Apply the theory to the examples [0,1,2] Use Media Studies terminology [0,1,2]

33. Apply Levi-Strauss to: Image Layout - literally opposite Connotations of: Young vs Old Progressive vs Traditional Self vs Duty Anchoring Text Speaking Out vs Speech (Complaining vs Doing duty) Banner Headline Sub headline Stand first Sub-headline 2 Teasers? How are they used: 1: As a shorthand to clarify ideas? 2: To make narratives more compelling? 3: To construct easily identifiable characters? 4: To encourage audience identification? A good essay will: Answer the question [0,1,2] Correctly characterise the theory [0,1,2] Use specific and detailed examples [0,1,2] Apply the theory to the examples [0,1,2] Use Media Studies terminology [0,1,2] The two images encode a binary opposition between Markle - connoting  selfishness and progressivism - and the Queen - connoting  duty and traditionalism. Her smile and direct mode of address positions the reader   to identify with the Queen, while Markle is looking off camera and appears smug. The text is constructing the underlying ideological assumption that it values traditionalism and duty (right-wing cultural values) over progressivism (a left-wing cultural value) and selfishness. This messaging appeals to the right-wing values of Daily Mail readers.  The anchoring text furth encodes the opposition between the Queen making a 'Speech' as British monarch and Markle 'Speaking Out' against her treatment. Daily Mail readers are socially conservative and patriotic so they will respect the Queen being dutiful, but will view Markle's speaking publicly about private issues as distasteful.

34. Apply Levi-Strauss to: Image Layout - literally opposite Connotations of: Young vs Old Progressive vs Traditional Self vs Duty Anchoring Text Speaking Out vs Speech (Complaining vs Doing duty) Banner Headline Sub headline Stand first Sub-headline 2 Teasers? How are they used: 1: As a shorthand to clarify ideas? 2: To make narratives more compelling? 3: To construct easily identifiable characters? 4: To encourage audience identification? A good essay will: Answer the question [0,1,2] Correctly characterise the theory [0,1,2] Use specific and detailed examples [0,1,2] Apply the theory to the examples [0,1,2] Use Media Studies terminology [0,1,2]

35. Apply Levi-Strauss to: Image Layout - literally opposite Connotations of: Young vs Old Progressive vs Traditional Self vs Duty Anchoring Text Speaking Out vs Speech (Complaining vs Doing duty) Banner Headline Sub headline Stand first Sub-headline 2 Teasers? How are they used: 1: As a shorthand to clarify ideas? 2: To make narratives more compelling? 3: To construct easily identifiable characters? 4: To encourage audience identification? A good essay will: Answer the question [0,1,2] Correctly characterise the theory [0,1,2] Use specific and detailed examples [0,1,2] Apply the theory to the examples [0,1,2] Use Media Studies terminology [0,1,2]

36. Apply Levi-Strauss to: Image Layout - literally opposite Connotations of: Young vs Old Progressive vs Traditional Self vs Duty Anchoring Text Speaking Out vs Speech (Complaining vs Doing duty) Banner Headline Sub headline Stand first Sub-headline 2 Teasers? How are they used: 1: As a shorthand to clarify ideas? 2: To make narratives more compelling? 3: To construct easily identifiable characters? 4: To encourage audience identification? A good essay will: Answer the question [0,1,2] Correctly characterise the theory [0,1,2] Use specific and detailed examples [0,1,2] Apply the theory to the examples [0,1,2] Use Media Studies terminology [0,1,2]

37. Apply Levi-Strauss to: Image Layout - literally opposite Connotations of: Young vs Old Progressive vs Traditional Self vs Duty Anchoring Text Speaking Out vs Speech (Complaining vs Doing duty) Banner Headline Sub headline Stand first Sub-headline 2 Teasers? How are they used: 1: As a shorthand to clarify ideas? 2: To make narratives more compelling? 3: To construct easily identifiable characters? 4: To encourage audience identification? A good essay will: Answer the question [0,1,2] Correctly characterise the theory [0,1,2] Use specific and detailed examples [0,1,2] Apply the theory to the examples [0,1,2] Use Media Studies terminology [0,1,2]

38. Apply Levi-Strauss to: Image Layout - literally opposite Connotations of: Young vs Old Progressive vs Traditional Self vs Duty Anchoring Text Speaking Out vs Speech (Complaining vs Doing duty) Banner Headline Sub headline Stand first Sub-headline 2 Teasers? How are they used: 1: As a shorthand to clarify ideas? 2: To make narratives more compelling? 3: To construct easily identifiable characters? 4: To encourage audience identification? A good essay will: Answer the question [0,1,2] Correctly characterise the theory [0,1,2] Use specific and detailed examples [0,1,2] Apply the theory to the examples [0,1,2] Use Media Studies terminology [0,1,2]

39. Apply Levi-Strauss to: Image Anchoring Text Headline Sub-headlines Bullets Standfirst Copy (The body of writing) Read more (Treat it like a teaser) Most viewed (Treat it like a teaser)

40. Apply Levi-Strauss to: Image Anchoring Text Headline Sub-headlines Bullets Standfirst Copy (The body of writing) Read more (Treat it like a teaser) Most viewed (Treat it like a teaser)

41. Apply Levi-Strauss to: Image Anchoring Text Headline Sub-headlines Bullets Standfirst Copy (The body of writing) Read more (Treat it like a teaser) Most viewed (Treat it like a teaser)

42. Apply Levi-Strauss to: Image Anchoring Text Headline Sub-headlines Bullets Standfirst Copy (The body of writing) Read more (Treat it like a teaser) Most viewed (Treat it like a teaser)