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    題名: 「結構符號學與傳播文本---理論與研究實例」專書寫作計畫
    其他題名: Structural Semiotics and Communication Texts---Theories and Applications
    作者: 孫秀蕙
    貢獻者: 國立政治大學廣告學系
    行政院國家科學委員會
    關鍵詞: 結構主義;符號學;大眾傳播;敘事學;圖像文本;超文本
    Structuralism;Semiotics;Mass Communication;Narratology;Pictorial Text;Hyper Text
    日期: 2009
    上傳時間: 2012-10-18 09:20:43 (UTC+8)
    摘要: 「結構符號學與傳播文本：理論與研究實例」專書寫作計畫擬從符號學研究的源流及演變出發，探討這些概念如何運用於傳播文本之研究。在章節的安排方面，「理論篇」將特別著重歐陸學派的介紹，例如：源自俄國的形式主義文學及故事研究、瑞士學者Saussure與美國學者Peirce的論述、以及以法國學者為主的結構主義符號研究。這些重要的符號學思想及其分析至今仍深深影響文本研究取徑，對於傳播研究更有不可抹滅的貢獻。本書希望可以重返（revisit）歐陸的結構主義符號學論述，介紹分析主軸及研究面向，並示範如何運用於傳播文本，例如：政治演講、政論節目、網路謠言、平面廣告、宣傳海報……等，希冀豐富相關論述。另外，考量自八○年代末以降，由於新興網路媒體的發達，資訊的傳遞與流通與傳播理論所描繪的傳統模式已大相逕庭，社會環境的劇烈變動，也影響了符號指涉的變化速度，無論是從「文字文本」到「圖像文本」或是「超文本」，傳播符號學研究均需要考量這些發展，重新省思研究方法的適切性，為快速變化的文本形式，量身打造出一套合宜的分析取徑。研究者這幾年來的研究計畫，以符號研究為方法，傳播文本為分析對象，已初步累積成果，在本書「研究實例篇」的部分，希望可藉由不同實例的呈現與分析，強化台灣符號學與傳播研究之對話。
    The book writing project of Structural Semiotics and Communication Texts: Theories and Applications traces the development of semiotic studies and discusses how these theoretical and methodological concepts are applied to the analysis of communication texts. The book will be divided into two parts: 1. semiotic theories and 2. the applications. First of all, the author will introduce basic concepts of semiotics proposed by Saussure and Peirce, and proceed to present Russian formalism and folklore studies, which have a significant impact on French structuralism and in turn affect approaches of textual analysis in mass communication greatly. The author hopes to enrich the dialogue between structural semiotics and mass communication by revisiting these European semioticians’ thoughts and demonstrating how their analytical methods are applied to examine texts of popular culture such as political speech, television talk shows, the Internet rumors, print ads, calendar posters and etc. In addition, since the late 1980’s, the rise of the Internet has not only sped up the flow of information but also changed social communication substantially. The signifying process of texts has become more complicated, calling for newly appropriating research methods of semiotics to analyze either linguistic texts, pictorial texts or even hyper texts. For the past few years the author has conducted several semiotic studies concerning different forms of mass communication texts. Therefore, in the second part of the book “the applications,” the author will present research results and hopefully will make contributions to the field of communication semiotics in Taiwan.
    關聯: 基礎研究
    學術補助
    研究期間:9808~ 9907
    研究經費:436仟元
    資料類型: report
    顯示於類別:[廣告學系] 國科會研究計畫

    文件中的檔案:

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    982410H003.pdf4841KbAdobe PDF23018檢視/開啟


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