# data[].attributes.body
imap1

# data[].attributes.body
imap2

# data[].attributes.body
imap3

# data[].attributes.body
imap4

# data[].attributes.body
Catalogue

# data[].attributes.body
1.Yidan Wang 1911510215
2.Nuoyi Chen 191151021
3.Chen Wang 1911510212
4.Jingkun Hsu 1911519213
5.Yiru Wang 1911510214

# data[].attributes.body
‘Semiotics sees communication as the generation of meaning in messages— whether by the encoder or the decoder. Meaning is not an absolute, static concept to be found neatly parcelled up in the message. Meaning is an active process: semioticians use verbs like create, generate, or negotiate to refer to this process. Negotiation is perhaps the most useful in that it implies the to-and-fro, the give-and-take between person and message. Meaning is the result of the dynamic interaction between sign, interpretant, and object: it is historically located and may well change with time. It may even be useful to drop the term ‘meaning’ and use Peirce’s far more active term ‘semiosis’—the act of signifying.’（introduction to communication studys，pg46）

# data[].attributes.body
Take our earlier example:

‘pulling my earlobe as a sign to an auctioneer. In this case the sign refers to my bid, and this is recognized as such by both the auctioneer and myself. Meaning is conveyed from me to the auctioneer: communication has taken place.’（introduction to communication studys，pg41）

# data[].attributes.body
‘Noise is a dysfunctional factor: any interference with the message travelling along the channel which may lead to the signal received being different from that sent. ’ (In Daniel Chandler,1995)
‘Noise would include crackling from the wire.’ (In Daniel Chandler,1995)

# data[].attributes.body
‘A sign is something which stands to somebody for something in some respect or capacity. It addresses somebody, that is, creates in the mind of that person an equivalent sign, or perhaps a more developed sign. The sign which it creates I call the interpretant of the first sign. The sign stands for something, its object.’ (In Zeman, 1977)

# data[].attributes.body
‘Myth as serving the ideo logical interests of the bourgeoisie."bourgeois  ideology…turns  culture into nature"(Barthes 1974.206)
“Myths serve the idological function of naturalization.”(Barthes 1974.456)
"The denotation of a representational visual image is what all viewers from any culture and at any time would recognize the image as depicting"(Panofsky 1980a,513)
"The  term‘connotation’ is used to refer to the socio _cultural and ’personal’ associations(ideological, enotional etc.）of the sign.these are tupically related to the interpreter’s class,age,gender,ethnicity and so on. Signs are more ‘polysemic’_more open to interpretation_in their dentations.Denotation is sometimes rearded as adigital code and connotayion as an analogue code.”(Whilden 1987.244）.
“Denotation is what is photographed,connotation is how it is photographed"(Fiske 1982.91）

# data[].attributes.body
‘Once a unit has been chosen from a paradigm it is normally combined with other units. This combination is called a syntagm. Thus a written word is a visual syntagm composed of a sequence of paradigmatic choices from the letters of the alphabet. A sentence is a syntagm of words. ’（introduction to communication studys，pg58）

# data[].attributes.body
“Pardigmatic relationships can opeetate on the level of the signifier,the signified or both.”(Saussure 1983，121_124:Saussure 1974,123-126,Silrrman 1983,10:Harris 1987,124）
“Paradigmatic relations are those which belong to the same set by virtue of a function they share …A sign enters into paradigmatic relations with all the signs which can also occur in the same context but not at the same time"(Langholz Leymore 1975.8）.
Syntagm is an orderly combination of interacting signifiers which forms a meaningfulwhole within a text sometimes,following Saussure called a‘chain’,such combinations are made wirhin a framework of synatactic rules and convention(both explit and inexplicit）
syntagm,in laugage,a sentence ,for instance, is a syntagm of words；so too paragraphs and chapters"there are always larger units,composed of smaller units,with a relation of interdependence holding between both”(Saussure1983,127；Saussure 1974.128）

# data[].attributes.body
“Of course,has high redundancy because it is vital to minimizeerrors  of decoding and there may be a lot of 'noise'.
（Fiske.J(1982)Introuction to Communication Studies.London）

# data[].attributes.body
‘In an icon the sign resembles its object in some way; it looks or sounds like it. In an index there is a direct link between a sign and its object: the two are actually connected. In a symbol there is no connection or resemblance between sign and object: a symbol communicates only because people agree that it shall stand for what it does. A photograph is an icon, smoke is an index of fire, and a word is a symbol.’（introduction to communication studys，pg46）

# data[].attributes.body
In this assignment, we chose to analyze the poster of the Chinese animated film white snake: origin. Its story is derived from and adapted from ancient Chinese folklore. In a sense, it is also related to other related works such as the legend of the white lady, which reflects intertextuality. ‘The concept of intertextuality reminds us that each text exists in relation to others. In fact, texts owe more to other texts than to their own makers.’（Foucault 1974, 23）And these associations can only be interpreted by readers who are familiar with Chinese culture. On the whole, the poster focuses the camera on one eye of the white snake, and the tears represent the tragic ending of the story. The distant mountains and pavilions in the eyes of the white snake are similar to Chinese landscape paintings, which can give a direct feeling to people who know Chinese landscape paintings when they watch them. These are also so-called symbols of China. ‘A sign is something which stands to somebody for something in some respect or capacity. It addresses somebody, that is, creates in the mind of that person an equivalent sign, or perhaps a more developed sign. The sign which it creates I call the interpretant of the first sign. The sign stands for something, its object.’ （In Zeman, 1977)After seeing such a sign, not only think of mountains and pavilions, but also of Chinese culture, which can bring people a stronger feeling of Chinese wind.

References ：
1.‘The concept of intertextuality reminds us that each text exists in relation to others. In fact, texts owe more to other texts than to their own makers.’（Foucault 1974, 23）
2.‘A sign is something which stands to somebody for something in some respect or capacity. It addresses somebody, that is, creates in the mind of that person an equivalent sign, or perhaps a more developed sign. The sign which it creates I call the interpretant of the first sign. The sign stands for something, its object.’ （In Zeman, 1977)

# data[].attributes.body
‘What myth does is to hollow out the signs it uses,leaving only part of their meaning,and invest them with a new signification which directs us to read them in one way and no other.’(Bignell,Jonathan.Media 2002 pp.22)
'Myth means used as signs to communicate a social and political message about the world.'(Bignell,Jonathan.Media 2002 pp.21)
'Myth is not an innocent language,but one that picks up existing signs and their connotations,and orders them purposefully to play a particular social role.'(Bignell,Jonathan.Media 2002 pp.17)
'Myth means used as signs to communicate a social and political message about the world.'(Bignell,Jonathan.Media 2002 pp.21)
'The myth which are generated in a culture will change over time,and can only acquire their force because they relate to a certain context.'(Bignell,Ionathan.Media 2002 pp.22)
'Myth is a type of speech.'(Barthes 1973:109)
'Myth serves the ideoolgical interests of a particular group in society,which he terms 'the bourgeoisie''(Barthes 1973:137)
'Myth makes particular social meanings acceptable ae the common sense truth about the world.'(Bignell,Jonathan.Media 2002 pp.23)