- Tapa blanda: 248 páginas
- Editor: Routledge; Edición: 3 (29 de septiembre de 2010)
- Colección: Studies in Culture and Communication
- Idioma: Inglés
- ISBN-10: 0415596491
- ISBN-13: 978-0415596497
- Clasificación en los más vendidos de Amazon: nº82.137 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
- Ver el Índice completo
The John Fiske Collection: Introduction to Communication Studies (Studies in Culture and Communication) (Inglés) Tapa blanda – 29 sep 2010
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This revised edition of a now classic text includes a new introduction by Henry Jenkins, explaining ‘Why Fiske Still Matters’ for today’s students, followed by a discussion between former Fiske students Ron Becker, Elana Levine, Darrell Newton and Pamela Wilson on the theme of ‘Structuralism and Semiotics, Fiske-Style’. Both underline the continuing relevance of this foundational text in communication studies.
How can we study communication? What are the main theories and methods of approach?
This classic text provides a lucid, accessible introduction to the main authorities in the field of communication studies, aimed at students coming to the subject for the first time. It outlines a range of methods of analysing examples of communication, and describes the theories underpinning them. Thus armed, the reader will be able to tease out the latent cultural meanings in such apparently simple communications as news photos or popular TV programmes, and to see them with new eyes.
Biografía del autor
John Fiske is Professor Emeritus in the Department of Communication Arts at the University of Wisconsin-Madison, USA.
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Fiske presents two main schools of communication studies. The first part of the book deals with the “process school” which sees communication as the transmission of messages. Shannon and Weaver, Lasswell , Gerbner and Newcomb consider the meaning as contained in the messages. Fiske explains the notions “Information”, “Redundancy”, “Entropy” and “Noise”. He shows the mechanistic and linear nature of these models.
The larger second part consists of an in depth presentation of semiotics and Structuralism, strongly based on the earlier works of Roland Barthes. Semiotics sees communication as the production and exchange of meaning. It deals with the role of texts in our culture. How do messages in texts interact with people in order to produce meaning? Fiske explains Stuart Hall’s “Encoding/Decoding” Model of Television which shows the consumer as co-producers of meaning.
What is lacking in Fiske’s valuable overview is an account of the relationship between communication and the labour process. Human beings have to communicate because their interaction with nature is always social and not Robinson Crusoe-like. Communication has to deal with the technical and social division of labour. I miss an account of the relationship between semiotics and political economy. How do semiotic and Structuralist theories explain the importance of advertisement in late capitalism and its domineering influence on culture?