MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
whereas the second arose from the development of the personality of the
main character. This is a cardinal change of personality that corresponds
with what Roland Barthes wrote about the “love” catastrophe in
A Lover’s discourse: Fragments: „A love catastrophe is close to what we
call an extreme situation in psychiatry, which is a situation the subject
experiences as if it lead irretrievably to his destruction.“ 10 Our thoughts
are not so dramatic. In this “strange case” we identiied two relevant
movements for our topic: credibility of message built on external proofs
and transgression of the narrative rules with author’s metalepsis.
Conclusion
Considering the topic we have established, the point of the story of Jekyll
and Hyde becomes clearer. If we realize that every media message has
to show certain characteristics of credibility in order to be believable.
Referring to sources and authorities in a given area or the support of
claims with oficial statements brings a similar effect as comments
which guarantee the credibility of iction. From the perspective
of modern semiotics, it is the penetration of metalanguage into
referential discourse, or mixing the position of the primary text and the
commentary. This reasoning is implicitly connected to Roland Barthes,
who distinguishes between real, terminological and rhetorical systems.
He goes from denotation to connotation, from terminology to rhetoric,
from systems which are presented as models of facts to systems which
are social constructs. And if we acknowledge that the reality which
surrounds us is of a social nature, it means that every message which
reaches us is governed by the rules of language and rhetoric, the same
as any other language construction, which inevitably brings it nearer to
the area of literature and iction. Credibility is no longer situated in a
referential framework of some message even in the text itself but rather
its destination, reader or in other words the recipient of the message,
who always creates the universe (not only of the ictional world) anew.
Acknowledgement:
This work was supported by a grant of the The Ministry of Education,
Science, Research and Sport of the Slovak Republic, project number VEGA
2/0107/14.
10 BARTHES, R.: A Lover´s discourse: Fragments. Hill and Wang, Tra Edition,
2010, p. 48.
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