The Process
The nature of the process will be determined by the form of the media to be analysed. In textual or pictorial media where individuals are the theme of the content, this might involve a substitution of words that are synonymous, or of imagery parallel in classes representing age, gender, ethnicity, religion, ability, etc. to assess the extent to which overall meaning is affected. In visual media generally, substituting different mise en scènes or backgrounds may change the significance of objects or people in the foreground. Colour selections may affect the perceived attractiveness of the scene or of individuals whose clothing is changed. The presence or absence of branded or generic goods, of stylish or outmoded clothing, etc. may help to suggest the contribution of the original signifier.
According to Daniel Chandler, the commutation test may involve any of four basic transformations which, to a greater or lesser extent, involve modification of the syntagm:
- Paradigmatic transformations
- substitution;
- transposition
- Syntagmatic transformations
- addition;
- deletion.
Read more about this topic: Commutation Test (semiotics)
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