Module Database Search

Module Title
Media Semiotics And Discourse
Reference BS2291 Version 3
Created March 2017 SCQF Level SCQF 8
Approved August 2010 SCQF Points 15
Amended June 2017 ECTS Points 7.5

Aims of Module
To understand the basics of semiotic theory and the principles of discourse analysis, and to apply these to media texts.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 apply semiotic techniqes to the analysis and evaluation of media texts.
2 understand the basic currents of structuralist and post-structuralist semiotics.
3 understand the main elements of discourse theory as applied to media.
4 be able to conduct a discourse analysis of selected media texts.

Indicative Module Content
The sign, signifier and signified; paradigmatic and syntagmatic semiotic analysis; codes; semiotic systems; intertextuality, empty and floating signifiers; discourse theory; discourse and power; elements and approaches to media discourse; broadcast news discourse; press discourse.

Module Delivery
Lecture format for delivery of theoretical element. Seminar/workshop format for textual analysis and discussion.

Indicative Student Workload Full Time Part Time
Contact Hours 36 N/A
Non-Contact Hours 114 N/A
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
Actual Placement hours for professional, statutory or regulatory body    

If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 100% Outcomes Assessed: 1, 2, 3, 4
Description: Portfolio Assessment

Explanatory Text
The module is assessed by one component: C1 - Coursework - 100% weighting. Module Pass Mark = Grade D (40%)
Module Grade Minimum Requirements to achieve Module Grade:
A 70% or above
B 60% - 69%
C 50% - 59%
D 40% - 49%
E 35% - 39%
F 0% - 34%
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None in addition to SCQF 8 entry requirements or equivalent.
Corequisites for module None.
Precluded Modules None.

1 BARTHES, R., 2000. Mythologies. London: Vintage.
2 CHANDLER, D., 2005. Semiotics: the basics. Oxford: Routledge.
3 FAIRCLOUGH,N., 2014. Language and Power. 3rd ed. London: Routledge.
4 MACHIN, D. and MAYR, A., 2012. How to do critical discourse analysis: a multimodal introduction. London: Sage.
5 MATHESON, D., 2005. Media discourses: analysing media texts. Maidenhead: Open University Press.
6 VAN DIJK, T., 2008. Discourse and power. London: Palgrave MacMillan.
7 VAN LEEUWEN, T., 2005. Introducing social semiotics. London: Routledge.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781