Semiotic and Hermeneutic Dimension of Audiovisual Television Images
Semiotyczno-hermeneutyczny wymiar telewizyjnych obrazów audiowizualnych
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In the case of television images, and the meanings they carry, symbolic interaction mainly concernshuman communities. At the moment when signs and things do not match each other, when theimage, in this case – television, no longer reflects the truth about reality, participation in the space ofthe text and image becomes complex and difficult to read. In the new media space in which old andnew media collide, it becomes necessary to have specific skills in reading messages, ways of seeingand perceiving media images, and competences in various reception areas referred to as media literacy.The lack of time for ourselves makes it easy for television stations to influence our receivingpreferences and attitudes by means of the audiovisual productions they broadcast. A given image isalways associated with some social context which, in turn, has an impact on this image. A particulargroup of viewers brings specific interpretations and observations to a given image, thus influencingits meaning and impact. Carried out in terms of both hermeneutics and semiotics, the analysis andinterpretation of television visual representations will depend on the contexts taken from the life ofthe recipient.
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