Tuesday, 2 October 2012

ROLAND BARTHES

Roland Barthes was a French semiotcian. He had identified 5 codes within a media product. These 5 codes identify how a narrative engages the attention of the audience. In order of importance these codes are:
  1. The enigma code - this is where the audience is intrigued by the need to solve a problem
  2. The action code - this is where the audience is excited by the need to resolve a problem
  3. The semantic code - this is where the audience are directed to another meaning in the video by way of connotation
  4. The symbolic code - this is where the audience assumes that a character dressed in black is evil or menacing and forms expectations of his/her behaviour on this basis.
  5. The cultural code - this is where the audience derives meaning in a text from the shared cultural knowledge about the way the world they live in works.
Within RnB the cultural code would be most relevant to the genre. This would be because the lyrics within the song give the audience the chance to relate with the song, and more importantly the audience can relate to the artist.


An example of 'the cultural code' being used within RnB is Ne-Yo's song 'Mad'. It is a good example, as it shows how the audience can relate to this situation that the artist is in. The lyrics in the video are illustrated through the act of the video. For example when the artist sings' sometimes its going to rain' he is singing in the rain. The semiotics in this video is what we would want to use for our video as it is effective within RnB. 

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