In the field of cultural studies, scholars use the term polysemy to describe the

Question

In the field of cultural studies, scholars use the term polysemy to describe the notion of multiple meanings in media texts. Media are said to be polysemic—to have multiple mean- ings. Where do you believe these meanings come from? Is polysemy the result of audience activity, or is it the result of the properties of the media themselves? In other words, are multiple meanings simply the result of different audience members constructing different interpre- tations, or do they exist because the texts themselves are “open”—that is, structured in such a way as to allow for multiple readings? Give examples of 2 media texts that are polysemic and explain what you believe it is the audience interpretation or some aspect of the text itself that is causing it to be polysemic.

Explanation / Answer

Polysemy is usually a result of people interpreting the meaning of a media text or films differently.This difference in interpretations is because social and cultural differences. For example, difference in upbringing, family environment or nationality and surrounding influences can have a huge effect on what people interpret. However, advertisers also use polysemy intentionally to give a long lasting impression in the minds of the people.

For example, an ad in newspaper says "Women use our fairness cream and excel in their careers." This is interpreted by different people in different ways. Some understand that being fair will result in better careers. Others see the ad as negatively affecting the confidence of people with a dark tone. Some others understand that women are supposed to be fair and beautiful, otherwise they cannot excel in their life or careers. People also interpret it as only fair women would excel in their careers and hardwork is not required for such women.

Another example of polysemy is a politician taking about using the resources in a niggardly manner. Actually he meant that they were equipped with less resources and hence had to use them carefully and wisely without wasting them. However, the article got criticism from many groups of people as being racially abusive. It was offensive particularly to people of African origin. However, many people from other races did not find it as offensive. So, the word "niggardly" led to many interpretations in this case.

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