Publication details
Problémy vznikající při hledání, výběru a užití vhodného interpretačního klíče k mediálnímu textu
| Title in English | The problems arising in finding, selecting and using an appropriate interpretative key to the media text |
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| Authors | |
| Year of publication | 2012 |
| Type | Article in Proceedings |
| Conference | (KO)MÉDIÁ. Vedecké a odborné štúdie zamerané na marketingovú komunikáciu |
| MU Faculty or unit | |
| Citation | |
| Field | Mass media, audiovision |
| Keywords | media text; net communication; semiotic and narrative analysis; interpretation |
| Description | The study illustrates the general problems and difficulties arising in finding, selecting and using an appropriate interpretative key to the media text presented on a specific example, an analysis and interpretation of a digital text “Glasses with dental brushes and dental prosthesis.” The starting theoretical reference frame of the study is a communication and pragmatic concept of culture, semiotics and structuralist narratology, the interpretation tool of a media text is a semiotic and narrative analysis. The opening part of the study defines the orientational communication as an elementary communication form of living organisms, and emphasizes the interconnectedness of orientational communication with a mass and net communications, because by means of them the text gets to its consumers and interpreters. The analytical and interpretive part of the study explains the probable genesis of the text “Glasses with dental brushes and dental prosthesis”, and shows that the text can live in the bodies of different media. The study aims to reveal the character and the narrative structure of the text “Glasses with dental brushes and dental prosthesis”, and on this basis, to interpret the meaning of the text. The study illustrates, on this specific example, a general proposition that the choice of the keys to media texts depends on the construction of the text. |