Showing posts with label modernity. Show all posts
Showing posts with label modernity. Show all posts

Sunday, January 24, 2010

Language plays a very important role in todays society. Each word's meaning can provoke thoughts or feelings. De Saussure delves into the semiotics of language and sound because "there are no pre-existing ideas, and nothing is distinct before the appearance of language." (pg 5) Word and symbols coupled with sounds make advertising effective. Jingles and symbols are recognized at the drop of a hat. here is an example of symbol recognition in advertising (http://www.sporcle.com/games/corplogos2.php) It has become a game to recognize certain brands and logos because they have been ingrained in our mind through the thousands of advertisements we see daily. This recognition is the signifier according to de Saussure.

This week I tried to define modernity for myself. From what I gather it is a changed way of thinking about the world. It is influenced by science and technology and drifting further away from religion. The beliefs now are more on facts rather than left up to a higher god-like power. Science challenged religion making it hard to have faith. Postmodernism is more of a questioning of "what is real?" This video also helped me to understand more about what post modernism is (http://www.youtube.com/watch?v=oL8MhYq9owo&feature=related)

We also talked this week about the aesthetic of speed. In today's world everything must be fast. We have fast food, instant messaging, text messaging, faster cars, everything evolves around instant gratification. We want things and we want them at that instant. For example if you have a question and need an answer then you can go on your phone (most have internet now) and google it to get the answer. If you are hungry then screw making food just go to a drive through and in 5 minutes you have a hot meal for about $3. Our world is obsessed with fast everything. I think this is because we think we can do so much more if we make simple tasks quicker. Now people need to have things the moment they need them or the world will end. If you asked students what would happen if they didn't have a cell phone most would tell you it would be impossible. It has become a necessity to always be able to be contacted.