Introduction to Communication Studies by John Fiske

By John Fiske

This revised variation of a now vintage textual content features a new creation through Henry Jenkins, explaining ‘Why Fiske nonetheless concerns’ for today’s scholars, via a dialogue among former Fiske scholars Ron Becker, Elana Levine, Darrell Newton and Pamela Wilson at the subject matter of ‘Structuralism and Semiotics, Fiske-Style’. either underline the ongoing relevance of this foundational textual content in verbal exchange studies.

How will we learn verbal exchange? What are the most theories and techniques of approach?

This vintage textual content offers a lucid, available creation to the most gurus within the box of conversation stories, aimed toward scholars coming to the topic for the 1st time. It outlines various tools of analysing examples of communique, and describes the theories underpinning them. therefore armed, the reader should be in a position to tease out the latent cultural meanings in such it sounds as if uncomplicated communications as information pictures or renowned television programmes, and to determine them with new eyes.

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Example text

Is a way of limiting their availability as was the Soviet government’s policy of publishing certain books with very small print runs, so that they would be available only in major libraries, and thus to a restricted readership. Availability: further implications Perhaps the most significant increase in availability has been the result of the development of broadcasting. Before radio, access to information was confined to the literate. The ability to read had been necessarily and traditionally confined to the educated minority, who thus controlled the flow of information to the uneducated majority.

Semiotics, as we will call it, has three main areas of study: 1. The sign itself. This consists of the study of different varieties of signs, of the different ways they have of conveying meaning, and of the way they relate to the people who use them. For signs are human constructs and can only be understood in terms of the uses people put them to. 2. The codes or systems into which signs are organized. This study covers the ways that a variety of codes have developed in order to meet the needs of a society or culture, or to exploit the channels of communication available for their transmission.

We shall then look at some models with more specific and limited claims. Lasswell takes the basic shape of Shannon and Weaver’s model, verbalizes it, and then applies it specifically to the mass media. Newcomb breaks with this approach by giving us a new triangular shape for a model, and by referring it mainly to interpersonal or social communication. Westley and MacLean bring this model back towards the more familiar linear shape when they develop it for application to the mass media. Finally we look at Jakobson’s model, which can be seen as a bridge between the process and semiotic models of communication.

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