Semiotics as a medium of analysis in selected poetic works of S.E.K. Mqhayi
- Authors: Mzinzi, Thanduxolo Samuel
- Date: 2007
- Subjects: Mqhayi, S. E. K. -- Criticism and interpretation , Poetry -- Analysis , Poetics , Semiotics
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8470 , http://hdl.handle.net/10948/576 , Mqhayi, S. E. K. -- Criticism and interpretation , Poetry -- Analysis , Poetics , Semiotics
- Description: In reference to Moleleki (1988:122), African poetry as a result of contrast rather than individual, is the representation of a community. This representation contains a scale of values based on the community, and it gives symbolic expression to the community: manifesting a community of tradition from the past through the present to the future. Going by the above notion, the poet assumes the responsibility of being the spokes-person of the community in which he/she finds and identifies himself/herself. He/she feels the pain felt by his/her people, and shares the joy shared by them. His/her representation therefore is both genuine and representatively expressive in nature. In the chosen poems of S. E. K. Mqhayi the above mentioned aspects of poetic writing are well expressed. This representation being a symbolic expression on behalf of the community holds a magnificent semiotic significance. Such semiotic significance, which boarders around the several highs and lows of the community’s lifestyle. The community poet in this context blends the past and the present in his verses attempting to both preserve and express the sorrows, the joys, the pains as well as the fears of his community and its people. These are captured in chapters three and four of this study. The community poet under the worst form of systematized inhuman, racist subjection called apartheid employed careful and skilful means of reciting as well as penning his verses. In the last four chapters one discovers a skilful means of masking in order to avoid being penalised. S.E.K Mqhayi’s element of symbolic expression is by far the most significant aspect of his poems. A man who lived in the days of abject institutionalised racism and being one of those discriminated against, had no choice but to be loyal to his oppressors and at the same time, expressing himself in the most creatively careful manner. His works are rich with encodings and embellishments. These encodings and embellishments require some careful skills to decode and unveil. This research work will centre mainly on the unravelling of all that was either encoded or embellished within each selected work.
- Full Text:
- Date Issued: 2007
- Authors: Mzinzi, Thanduxolo Samuel
- Date: 2007
- Subjects: Mqhayi, S. E. K. -- Criticism and interpretation , Poetry -- Analysis , Poetics , Semiotics
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8470 , http://hdl.handle.net/10948/576 , Mqhayi, S. E. K. -- Criticism and interpretation , Poetry -- Analysis , Poetics , Semiotics
- Description: In reference to Moleleki (1988:122), African poetry as a result of contrast rather than individual, is the representation of a community. This representation contains a scale of values based on the community, and it gives symbolic expression to the community: manifesting a community of tradition from the past through the present to the future. Going by the above notion, the poet assumes the responsibility of being the spokes-person of the community in which he/she finds and identifies himself/herself. He/she feels the pain felt by his/her people, and shares the joy shared by them. His/her representation therefore is both genuine and representatively expressive in nature. In the chosen poems of S. E. K. Mqhayi the above mentioned aspects of poetic writing are well expressed. This representation being a symbolic expression on behalf of the community holds a magnificent semiotic significance. Such semiotic significance, which boarders around the several highs and lows of the community’s lifestyle. The community poet in this context blends the past and the present in his verses attempting to both preserve and express the sorrows, the joys, the pains as well as the fears of his community and its people. These are captured in chapters three and four of this study. The community poet under the worst form of systematized inhuman, racist subjection called apartheid employed careful and skilful means of reciting as well as penning his verses. In the last four chapters one discovers a skilful means of masking in order to avoid being penalised. S.E.K Mqhayi’s element of symbolic expression is by far the most significant aspect of his poems. A man who lived in the days of abject institutionalised racism and being one of those discriminated against, had no choice but to be loyal to his oppressors and at the same time, expressing himself in the most creatively careful manner. His works are rich with encodings and embellishments. These encodings and embellishments require some careful skills to decode and unveil. This research work will centre mainly on the unravelling of all that was either encoded or embellished within each selected work.
- Full Text:
- Date Issued: 2007
The interplay of social semiotics in selected examples of experiential brand marketing
- Authors: Rennie, Tarryn
- Date: 2016
- Subjects: Communication in marketing , Semiotics , Branding (Marketing) , Social marketing
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/3695 , vital:20454
- Description: As with the traditional form of print advertising, advertisements were, and still are designed in a particular way to attract the viewer’s attention and direct the attention towards a specific area within the framework of the advertisement. However, besides print advertising, today’s markets require further interaction with consumers and the public at large. This has given rise to the use of experiential brand marketing whereby consumers interact with the brand in out-of-context situations. The advancement of technology has enabled user experiences to go beyond the traditional forms of branding such as television, print, radio and even on-line advertising, websites and so forth and users are able to upload experiential brand experiences instantly on social networking sites. This, in turn, has indicated that marketers need to take full advantage of social networking, PR and audience interaction with brands. Theo Van Leeuwen & Gunther Kress (2005:7) investigated the context of ‘framing’ in visual communication where elements either have some kind of ‘connectedness’ or ‘disconnectedness’. This study focuses on the context of Van Leeuwen’s (2005:7) ‘framing’ of traditional print magazine designs to the environments or brandscapes in which experiential brand activations are taking place. According to Lenderman (2006:52), experiential marketing requires person-to-person networking with consumers who use sophisticated networking tools for respectful conversations between the consumer and the brand. Not only is this a cost effective solution to making a relatively unknown brand reach the masses, but it also allows an opportunity of immediate audience participation and instant recording of data that can spread across a global network. The theoretical base of social semiotics, underpinned by Van Leeuwen’s theory of ‘framing’, forms the theoretical basis of this study, with case studies of various experiential brand activations being analysed. An analysis of the environment in which the brand experience takes place, along with consumer reactions and their reactions to the overall brand experience in terms of experiential branding is studied. The aim of this research is to identify how the interplay of social semiotics could be used to interpret the current trend of user brand experiences in terms of experiential, interactive marketing.
- Full Text:
- Date Issued: 2016
- Authors: Rennie, Tarryn
- Date: 2016
- Subjects: Communication in marketing , Semiotics , Branding (Marketing) , Social marketing
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/3695 , vital:20454
- Description: As with the traditional form of print advertising, advertisements were, and still are designed in a particular way to attract the viewer’s attention and direct the attention towards a specific area within the framework of the advertisement. However, besides print advertising, today’s markets require further interaction with consumers and the public at large. This has given rise to the use of experiential brand marketing whereby consumers interact with the brand in out-of-context situations. The advancement of technology has enabled user experiences to go beyond the traditional forms of branding such as television, print, radio and even on-line advertising, websites and so forth and users are able to upload experiential brand experiences instantly on social networking sites. This, in turn, has indicated that marketers need to take full advantage of social networking, PR and audience interaction with brands. Theo Van Leeuwen & Gunther Kress (2005:7) investigated the context of ‘framing’ in visual communication where elements either have some kind of ‘connectedness’ or ‘disconnectedness’. This study focuses on the context of Van Leeuwen’s (2005:7) ‘framing’ of traditional print magazine designs to the environments or brandscapes in which experiential brand activations are taking place. According to Lenderman (2006:52), experiential marketing requires person-to-person networking with consumers who use sophisticated networking tools for respectful conversations between the consumer and the brand. Not only is this a cost effective solution to making a relatively unknown brand reach the masses, but it also allows an opportunity of immediate audience participation and instant recording of data that can spread across a global network. The theoretical base of social semiotics, underpinned by Van Leeuwen’s theory of ‘framing’, forms the theoretical basis of this study, with case studies of various experiential brand activations being analysed. An analysis of the environment in which the brand experience takes place, along with consumer reactions and their reactions to the overall brand experience in terms of experiential branding is studied. The aim of this research is to identify how the interplay of social semiotics could be used to interpret the current trend of user brand experiences in terms of experiential, interactive marketing.
- Full Text:
- Date Issued: 2016
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