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Levi-Strauss investigated the idea that texts can be understood through an examination of their underlining structures. He believed that meanings are created through pairs of oppositions which he called BINARY OPPOSITES. He suggested that the way these binary opposites are resolved to have ideological signification and as such communicate meanings to the audience. Levi-Strauss theoryContinue reading “Claude Levi-Strauss”

David Gauntlett’s theory of IDENTITY is relevant to both the forms of advertising and marketing, and music videos. He asserts that the media provides us with the ‘tools’ or resources that we use to construct our identities, Both advertising and music videos offer role ,models for viewers; he suggests that they then ‘pick and mix’Continue reading “David Gauntlett”

Barthez was a French writer who studied semiotics. SEMIOTICS: is the study of sign processes. He argued that all texts communicate their meaning through a set of signs that need to be decoded by the audience. He was particularly interested in the way in which signs take on the ideology of a specific society , and their meanings become accepted and appear natural throughContinue reading “Roland Barthez”

INTERTEXTUALITY– Representations of texts, media forms that represent other media.The process of creating references to any kind of media text. TAYLOR SWIFT-BAD BLOOD STAR QUALITY Taylor Swift’s Bad Blood video is a combination of both narrative and performance, it illustrates the creativity of the video and makes it interesting. The construction of the beginning ofContinue reading “INTERTEXTUALITY IN MUSIC VIDEOS”

HISTORY America joined World War 2 in 1941.This changed the employment picture of the USA dramatically, it become a national necessity for women to work as the men left to fight in armed forces. This would mean higher family incomes.However, with then end of the was, women were encouraged or forced to return to theirContinue reading “Component 1-TIDE SOAP POWDER”