69249454-chandler-semiotics

TEXTUAL INTERACTIONS 179
1
2
3
4
5
6
7
8222
9
10
1
2
3
4
5
6
7
8
9
20
1222
2
3
4
5
6
7
8
9
30
1
2
3
4
5
6
7222
‘content’ which resides within the text and is delivered like a parcel
(Reddy 1979). This model is implicit, for instance, in the Pioneerplaque
designer’s reference to the intention to ‘convey . . .
information’. Transmission is also the basis of Claude Shannon and
Warren Weaver’s well-known model of communication, which makes
no allowance for the importance of social codes or contexts – though
ironically, to criticize that particular model for this reason would
be to ignore the context of telephone engineering for which it was
developed (Shannon and Weaver 1949).
Figure 6.2 shows Saussure’s model of oral communication.
While (for its time) it is innovatingly labelled as a ‘speech circuit’ and
includes directional arrows indicating the involvement of both participants
(thus at least implying ‘feedback’), it too was nevertheless a
linear transmission model (albeit a ‘two-track’ one). Furthermore,
the speaker’s role was ‘active’ and the listener’s role was ‘passive’
(Saussure 1983, 13). In this respect a richer model had appeared in
audition
C
FIGURE 6.2
phonation
S
Key
C: concept
S: sound image
Saussure’s speech circuit
Source: Based on Saussure 1967, 27, 28
C
phonation
S
audition