Study Of The Sign And Code About Contemporary Chinese Cultural Periodicals

The dissertation discusses the contemporary Chinese cultural periodicals on the basis of semeiology theory. The semeiology is selected for the reason that coding mechanism theory can illustrate the relationship between periodical code and production mechanism of social culture, can demonstrate how periodical, utilizing its special characteristics of language and photo codes, produce happy feeling to express and build ideology. In view of the status that a confused application of codes happened in the area of semeiology, and to differentiate the difference between periodical code and its language and photo codes, the author plans to use the concept of "sign and code" to describe specially the commercial code which circulates in the contemporary social culture and co-use with media symbol. This is not to raise a new semeiology concept, but for the convenience of description, and to focus more clearly on this research subject that lied in the social structure in order to present special cultural view angle.The semeiology study tells us how to transfer the meaning of the code firstly. According to Sausure's discovery to signifier and signified of linguistics code, Barthes described two grades of code system, i.e. the signifier and signified of the first grade built the signifier of the second grade and formed the new signified that pointed to cultural meaning. The results are following: Firstly, the question of how to express meaning changes to what meaning to express. The meaning of code not only lies in the fact that how to express code, but also lies in the facts that which social cultural information and ideology does code codes, which realize a code's spanning from expressing system to code system. And secondly, a more profound problem is raised that how does the code that lied in the social structure relates to the social structure. Both Barthes and other people have found the fact that code is not only controlled by the ideology, but also takes part in the construction of ideology. Thus, the code possesses the meaning and value of culture production. Through a series of production and consumption activity, and through the operation of internal structure mechanism and external structure mechanism, the code joins in the whole social cultural operation mechanism. Especially for the code lied in the consumption society, the merchandizing of code, the symbolization of merchandise, and the association between code and meaning become the realization problem of the code's cultural function.Base on these theories, the author investigates the contemporary cultural periodicals from following three areas. The first is the expressing system, which analyses the characteristics of internal structure system for the periodicals coding, and explores how to code social and cultural information into the internal coding structure. The second is the code system, which decodes social and cultural information directed by all layers of internal structure from periodical code. This is to solve what it indicates. And thirdly, the dissertation analyses on how the outside structure mechanism of the periodical sign and code realizes the sign and code function through the production and the consumption, and facilitates the entire social culture mechanism to complete finally.On the first area, it is thought that language and image code possess the main position of the physical level of the periodical sign and code. They bear the weight of almost all the meaning of aesthetics level, culture level and coding level, thus there establish the key point of periodical special coding types. As far as the language media code is concerned, within the structure of the journal code, It, and its constructing of the aesthetic of the text has not been shown, while aesthetic level turns to shrink, "poetic" has become the packaging. On the one hand, it helps to transfer ideology clearly and directly; on the other hand, full of the spirit of the depth of life experience will be shielded. It also helps people in exchange for the simulation of the world's indulgence. Excluding the aesthetic of this gorgeous coat, it is much more important to show sign and code language media and the image of the fictional function. The former performs for description of "dynamic" visible image and scene image, the latter realizes fictionalization of the language coding in the virtual space and under the real event's involvement. It is the unique use of the periodical sign and code to the language medium's that causes to go directly to the cultural level and the code level, which adopts the pleasant sensation, but non-aesthetic sense. The change from aesthetic of language to pleasure of language is not a simple generalization of the aesthetic, or the problem of transmission for aesthetic taste, but the basic framework of study on sensibility (Aesthetics) to bear the ideology of social content by a new independent form. Similarly, the mode of real intervention to trigger pleasure by visual image and visual fiction also occurs in the journal image media. Through the intertextality and deconstruction between chart and image, it is again under the structure of "two dimensions" that the code has promoted this kind of pleasant sensation. When "reality" becomes "the simulation", transmission of ideology is also more direct and covert.On the second area, the question of what has been express and what has been converted, as well as what are the targets and impacts. Since the information passed by direct media code is apparent, the author will not discuss, but concentrates on the social and cultural information transferred stealthily, also on the inconspicuous ideology converted inside the code layer from periodical code. As space is limited, the author has just selected genre, discourse and the image to decode as the examples. In fact, genre/discourse/image is producing method of ideology. Different genre/discourse/image is not only a pattern of consciousness but also a way to observe the world. It impacts people's thought and life way by the ideology level. The core layer of this ideology is power (authority). On the one hand, the authority is operating oneself with the aid of the periodical sign and code operation mechanism--interior discourse and the exterior system. On the other hand, the periodical sign and code mechanism was also restrained by the authority, the demonstration authority, and the authority organization process has realized its own sign and code function. What should we pay attention to is that when authority uses periodical sign and code mechanism, how it changes the strategy, to hide themselves unceasingly; while how the periodical sign and code, in process of coding, act as the authority negotiations field. Meanwhile, the periodical sign and code also similarly transmits and has constructed the modern (or postmodern) social experience, participation of modernized (or post-modernized) advancement. In fact, modernity factor from various stratification of periodical sign and code and code, are Chinese culture modernity (post-modernity), aesthetic modernity, enlightening modernity, and even traditional coexisting society's attribute, and also the modern (postmodern) ideology influences, transmission and construction subtly.Lastly, the periodical sign and code's production has involved three aspects: Modernized business management system, professional editor/reporter, and media technology. On the request of periodical column the professional editor/reporter ruled by modernized business management system, pursues and plans the selected topic, presses again to produce according to decided pattern, sees eye to eye for chief editor who has judges the market authority. The result is the periodical text typological and the text, the image spells and pastes. Looked from the deflection that between the periodical sign and code, with other sign and codes, utilize each other in the production process, forms the text "the quotation", in text type and selected topic manufacture "plot". The sign and code plot production lets us see the entire social culture production network and their connection, see how the entire social culture production system does weave in together right "reader" react. In this already given boundary, which are accepted by us, the periodical was also to find what kind of influence give to our consciousness and the behavior, then by periodical sign and code expense situation decision. The expense is the final link which the periodical sign and code significance realizes, its immediate influence new round sign and code reproduction. The periodical sign and code is by presses to send the desire expense way to complete its function. The different type's periodical sign and code has different selection to the desire, including pleasant sensation, "daydream", status, rational demand and so on desires. On the surface looked that the desire expense has catered to reader's desire, but it also stimulated reader's desire actually, changed the latter's interest and the behavior, and causes it to become the desire which the reader market needs. Another kind is the entertaining expense. The entertainment world is inviting originally and the desire, extremely easy to become the periodical sign and code to care for to show place of the desire. But once the periodical uses the entertainment world the desire description law to describe other public figures, by pays attention to their time with the entertainment star's similar way, for instance the literary circle, the world of sport, the business circle, sometimes even are political circle's characters, on their body's entertainment then in relieves comes out. Causes the entertaining affects the factor to include: The periodical sign and code is right "the body" the attention, "the simulation" the nature, as well as brings public spatial and private boundary ablation. The periodical sign and code is precisely by reason of "the desire" and "the entertainment" the expense banner, with has been completed together the audiences the production - expense - production circulation, and causes it to become the periodical sign and code to be able immediately "the knowledge which" accepts for us boundary, and, therefore changed our consciousness and the behavior.Through above research to the periodical sign and code, we have seen how it can, also how, after authority ideology, modernity (post-), traditional factor and so on information encodings given us, but we also therefore have consciousness which, the behavior how to become habituated, and even in the life style change. Therefore, when we discuss the sign and code and the social culture relates in the broader sign and code domain, what we sees is that the culture completes the mechanism. It is through the control sign and code production and the expense, depends on the sign and code in structure to revolve. While this cultural production mechanism in fact itself with entire social structure operation close connected, authority control, thus combines the vanguard with the entire expense society driving mechanism.