.

0 (hodnocen0 x )

(10) Půjčeno:10x 

BK

2nd ed.

Manchester : Manchester University Press, 2002

xiv,241 s. : il.

ISBN 0-7190-6205-5 (brož.)

Obsahuje černobílé fotografie, poznámky, předmluvu, úvod, rejstřík

Bibliografie na s. 228-237

Masmédia - reklama - sémiotika - studie

Masmédia elektronická - sémiotika - studie

000059956

Contents // List of illustrations page xi // Preface and acknowledgements xiii // Introduction 1 // 1 Signs and myths 5 // THE SEMIOTIC POINT OF VIEW 5 // SIGN SYSTEMS 8 // COMPONENTS OF THE SIGN 11 // SEQUENCES OF LINGUISTIC SIGNS 13 // VISUAL SIGNS 14 // CONNOTATION AND MYTH 16 // MYTHOLOGIES OF WRESTLING 17 // MYTH AND SOCIAL MEANINGS 20 // MYTH AND IDEOLOGY 24 // SOURCES AND FURTHER READING 26 // SUGGESTIONS FOR FURTHER WORK 27 // 2 Advertisements 28 // INTRODUCTION 28 // THE ADVERTISING BUSINESS 29 // ANALYSING ADVERTISING 30 // THE SEMIOTIC CRITIQUE OF ADS 32 // IDEOLOGY IN ADS 34 // THE IDEOLOGY OF ADS 36 // PROBLEMS IN THE IDEOLOGICAL ANALYSIS OF ADS 37 // VOLKSWAGEN GOLF ESTATE 39 // THE VW GOLF ESTATE AD’S CONTEXTS AND READERS 43 WONDERBRA 46 // THE WONDERBRA AD’S CONTEXTS AND READERS 50 // SOURCES AND FURTHER READING 52 // SUGGESTIONS FOR FURTHER WORK 53 // Vlil // Contents // 3 Magazines 5 5 // INTRODUCTION 55 // THE MAGAZINE BUSINESS 56 // MYTHS OF GENDER IDENTITY 59 // THE READING SUBJECT 63 // ADDRESS AND IDENTITY 66 // MASCULINE AND FEMININE ‘WORLDS’ 71 // THE LIMITS OF THE IMAGINARY 75 // SOURCES AND FURTHER READING 77 // SUGGESTIONS FOR FURTHER WORK 78 // 4 Newspapers 79 // INTRODUCTION 79 // THE NEWSPAPER BUSINESS 80 // NEWS VALUE 82 // NEWS DISCOURSE 88 // HEADLINES AND GRAPHICS 92 // PHOTOGRAPHS IN THE NEWS 94 // NEWSPAPER READERS 99 // SOURCES AND FURTHER READING 103 // SUGGESTIONS FOR FURTHER WORK 104 // 5 Television news 105 // INTRODUCTION 1Q5

// NEWS IN THE TELEVISION SCHEDULE 106 // DEFINING TELEVISION NEWS 110 // MYTHIC MEANINGS IN TELEVISION NEWS 112 // THE STRUCTURE OF TELEVISION NEWS 116 // MYTH AND IDEOLOGY IN TELEVISION NEWS 121 // MAKING SENSE OF TELEVISION NEWS 124 // GLOBAL NEWS 126 // SOURCES AND FURTHER READING 129 // SUGGESTIONS FOR FURTHER WORK 129 // Contents // ix // Television realisms 131 // INTRODUCTION 131 // CONTEXTS OF NON-FICTION TELEVISION 133 // CODES OF TELEVISION REALISM 136 // TELEVISION AND SOCIETY 139 // DRAMATISING THE REAL 144 // VIEWER INVOLVEMENT 148 // SOURCES AND FURTHER READING 153 // SUGGESTIONS FOR FURTHER WORK 153 // 7 Television fictions 155 // INTRODUCTION 155 // AUDIENCES FOR TELEVISION FICTION 156 // CODES OF TELEVISION FICTION 158 // FICTION AND IDEOLOGY 161 // POSTMODERNISM AND TELEVISION 168 // TELEVISION AUDIENCES 172 // SOURCES AND FURTHER READING 177 // SUGGESTIONS FOR FURTHER WORK 177 // 8 Cinema 179 // INTRODUCTION 179 // THE FILM BUSINESS 180 // CINEMA SPECTATORSHIP 183 // THE GENDERED SPECTATOR 186 // FILM SIGNS AND CODES 190 // FILM NARRATIVE 195 // FILM GENRE 199 // CINEMA AUDIENCES 202 // SOURCES AND FURTHER READING 205 // SUGGESTIONS FOR FURTHER WORK 205 // x // Contents // 9 Interactive media 207 // INTRODUCTION 207 // MOBILE COMMUNICATIONS 207 // INTERACTIVE TELEVISION 211 // COMPUTER GAMES 216 // THE INTERNET AND WORLD WIDE WEB 219 // CONCLUSION 223 // SOURCES AND FURTHER READING 226 // SUGGESTIONS FOR FURTHER WORK 227 // Bibliography 228 // Index 238