Introduction to communication studies

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 commun…

Creating value: the theory and practice of marketing semiotics research

In global consumer culture, brands structure an economy of symbolic exchange that gives value to the meanings consumers attach to the brand name, logo, and product category. Brand meaning is not just a value added to the financial value of goods, but has material impact on financial markets themselves. Strong brands leverage consumer investments in the cultural myths, social networks, and ineff…

Introduction to communication studies

In the second edition of this introductory text John Fiske draws upon the main authorities in the field, from Shannon and Weaver's Communication Theory to Saussure's structural linguistics and Peirce's Semiotics. He examines the two main schools: seeing communication as the encoding, transmission, and decoding of messages; and viewing communication as the generation of meanings. --From publishe…

Handbook of semiotics

This is the most systematic discussion of semiotics yet published. —Choice"A bravura performance." —Thomas Sebeok"N?¶th's handbook is an outstanding encyclopedia that provides first-rate information on many facets of sign-related studies, research results, and applications." —Social Sciences in General

Fifty key contemporary thinkers : from structuralism to post-humanism

"Now in its second edition the Key Guide surveys the most influential thinkers of the twentieth and twenty-first centuries. With a new introduction by the author as well as two new sections on Phenomenology and the Post-Human, full cross referencing and up-to-date guides to major primary and secondary texts, this is an essential read for anyone interested in the thinking that drives today's wor…

Semiotics : theory and applications

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[KOM-LIB-60]