By John Fiske
This revised version of a now vintage textual content contains a new advent via Henry Jenkins, explaining ‘Why Fiske nonetheless concerns’ for today’s scholars, by means of a dialogue among former Fiske scholars Ron Becker, Elana Levine, Darrell Newton and Pamela Wilson at the topic of ‘Structuralism and Semiotics, Fiske-Style’. either underline the continued relevance of this foundational textual content in conversation studies.
How will we examine verbal exchange? What are the most theories and techniques of approach?
This vintage textual content offers a lucid, obtainable advent to the most gurus within the box of communique reviews, geared toward scholars coming to the topic for the 1st time. It outlines a number equipment of analysing examples of communique, and describes the theories underpinning them. therefore armed, the reader should be capable of tease out the latent cultural meanings in such it seems that basic communications as information photographs or well known television programmes, and to determine them with new eyes.
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Extra resources for Introduction to Communication Studies
Sample text
We do not often see a ring of policemen apparently attacking a respectably dressed young lady (even if she is black). Conventionally, we think of our police as defenders of law and order, not as aggressors. Photographs are never as easy to decode as they may appear, and are usually open to a number of readings: one clearly possible reading of this one is that the police are aggressors and the blacks are victims. If this is the message it would be entropic for the typical Daily Mirror reader—though probably highly redundant for some urban blacks.
There is no noise; I do not wish to put over an entropic content; the audience is receptive. I am engaging in what Jakobson (see below) calls phatic communication. By this, he refers to acts of communication that contain nothing new, no information, but that use existing channels simply to keep them open and usable. In fact, of course, there is more to it than that. What I am doing in saying ‘Hello’ is maintaining and strengthening an existing relationship. Relationships can only exist through constant communication.
Social psychologists talk of the ego-drive, a need to have our presence noticed, recognized, and accepted. Not saying ‘Hello’, that is, cutting someone dead or looking right through them, is frustrating this need. It is socially necessary that I say ‘Hello’. Phatic communication, by maintaining and reaffirming relationships, is crucial in holding a community or a society together. And phatic communication is highly redundant; it must be, because it is concerned with existing relationships, not with new information.
