9-第九讲巴尔特理论.ppt

三种讯息 语言学讯息（The linguistic message） 被编码的图像讯息（ A coded iconic message ） 非编码的图像讯息（ A non coded iconic message ） 一、语言学讯息 形象是多义的：所指的“漂浮链” 语言学讯息是一种技术：确定所指的漂浮链条，意义的停泊。 功能：停泊，中转（Anchorage and Relay） 停泊（ Anchorage ） - Helps me to choose（选择） the correct level of perception,- Permits me to focus not simply my gaze（关注点） but also my understanding（促进理解）.- The text guides not only identification（识别、辨认） but also interpretation（解释）.?- It limits（限制） the projective power of the image.- The text directs the reader through the signifieds of the image, avoiding some and receiving others.?（选择）- Text remote controls viewer towards a meaning chosen in advance.（意义定点）- Text with an image is an ideological control.（意识形态） 中转功能 Text in a complementary（补充） relationship with the image. Text provides meaning not found in the image. For quick reading, text illustrated with image. The image seems “lazier”（懒散）. Conveys information readily through less symbols.（较少劳累） Text and images are both fragments. The unity of message realized at a higher order, that of the story。（秩序） Coded iconic message 1) Open bag : Return from market Signifies freshness, domestic preparation. 2) Colors as cultural messages signify Italianicity. Resonates with Panzani text.（共鸣） Italianicity is a specific knowledge, signifying only to non-Italians. 3) Inventory of Objects signify a complete system: a total culinary experience. 4) Aesthetic referent: the still life, nature morte. Heavily cultural, requires specialized knowledge. 5) The image/text as ad : Contextual information. The messages placement within a magazine, etc. Non coded iconic message：The literal visual message The photographic representation repeats rather than transforms the source subject matter. It is a literal message as opposed to the previous symbolic ones. But it functions as the support of the symbolic messages. 而巴尔特则以其《神话集》对此做了无情的剖析，借用特伦斯·霍克斯在《结构主义和符号学》一书里的概括：他无情地剖析了法国大众传播媒介创造的“神话”，揭露了它为自身的目的而暗中操纵代码的行径。 尽管这些媒介的公开态度是：根本不存在这些代码，它们不带任何偏见地描述真实的