69249454-chandler-semiotics

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narrowcast codes In contrast to broadcast codes, narrowcast codes
are aimed at a limited audience, structurally more complex,
less repetitive and tend to be more subtle, original and unpredictable.
See also broadcast codes, codes.
natural signs (a) (in classical theory) representational visual images
as opposed to ‘conventional signs’ (words); (b) signs not intentionally
created but nevetheless interpreted as signifying, such
as smoke signifying fire (St Augustine); (c) signs (apparently)
produced without the intervention of a code (as in Barthes’
initial characterization of photographs); (d) (allegedly in
popular perception) metonyms (in contrast to metaphors). See
also iconic, indexical.
naturalization Codes which have been naturalized are those which
are so widely distributed in a culture and which are learned at
such an early age that they appear not to be constructed but
to be naturally given. Myths serve the ideological function of
naturalization. See also denaturalization.
negotiated code and reading Within Stuart Hall’s framework, this
is an ideological code in which the reader partly shares the
text’s code and broadly accepts the preferred reading, but sometimes
resists and modifies it in a way which reflects their own
social position, experiences and interests (local and personal
conditions may be seen as exceptions to the general rule). See
also dominant (or ‘hegemonic’) code and reading, oppositional
code and reading.
object Term used in Peirce’s triadic model of the sign to describe
the referent of the sign – what the sign ‘stands for’.
open and closed texts Eco describes as ‘closed’ those texts which
show a strong tendency to encourage a particular interpretation
– in contrast to more ‘open’ texts. See also broadcast codes.
oppositional code and reading Within Stuart Hall’s framework, this
is an ideological code in which the reader, whose social situation
places them in a directly oppositional relation to the
dominant code, understands the preferred reading but does not
share the text’s code and rejects this reading, bringing to bear
an alternative ideological code. See also dominant (or ‘hegemonic’)
code and reading, negotiated code and reading.