Techniques Of Semiotic Analysis By O. J. Simpson

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This essay will explore a selected media text using techniques of semiotic analysis, in order to establish an argument that racial identities and portrayal are essentially stereotyped by media representation. This essay will analyse the controversial edition of Time magazine featuring O.J Simpson on its cover to present a discourse of how signs convey meaning and connotations to the audience, then present an argument for conveying a predominantly negative impression on Simpson’s racial identity. Interpretation of a media text is highly influenced cultural, social, and racial identities, therefore it is inevitable that each iconic and symbolic signs will bring forward manipulated message to the viewer. This essay will conclude with the discourse …show more content…

It studies the role signs in social life and how the nature of signs coming together to form a cohesive meaning. Semiotics is the theory of sign production and the interpretation of it. In order to achieve meaning, an object or act is defined as a sign and differentiated from other form of signs. It plays on the nature of relationship between signs (University of Twente, 2010). The society is defined by the organisation of signs and the codes derived from understanding them (Boatman, 2010). It becomes apparent that in order to function well within the society, the ability to read and assess both obvious and hidden meanings behind visual signs (Chandler, 2005). To understand a visual text, one must be able to identify the signifier, the form which the sign takes, and signified, the concept represented by the sign (Saussure, 1916) (Boatman, 2010). Therefore, this essay will analyse the signs employed by Time magazine to signify meaning to its viewers in its edition displaying O.J. Simpson on its cover (refer to Appendix for media …show more content…

O.J Simpson was formerly a national football star in the U.S and hailed as one of the country’s foremost top athlete star, and has even reached celebrity status in his own right in securing endorsement deals (Swisher, 1994), acting roles (Lowry, 2000), and talk show guest appearances (Espn.com, 2003). During his athletics career, he earned the nickname “The Juice” from his name initial, O.J, as “orange juice” and a metaphor for electricity or power referring to his charismatic embodiment of might and power (Moran,

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