Theory Notes

Charks Sanders Peirce (1931)

• "We only think in signs", signs are words, images, sounds, colours, flavours, acts or objects. Such things have no intrinsic meaning and become signs only when we invest them with meaning.

Roland Barthes (1967)

• Developed the idea of semiotics

Christian Metz (1974)

• Language and cinema
• Experimental stage to classic stage (codes and conventions are established) then parody stage and finally the deconstruction stage

David Buckingham (1993)

• "Genre is not simply 'given' by the culture: rather it is a constant process of negotiation and change"

John Berger (1972)

• Ways of secrecy
• Men act and women appear
• Men look at women, women watch themselves being looked at
• Women are aware of being sen by a male

Jib Fowles (1996)

• In advertising male gaze and females are gazed at