Semiotics of contemporary genres

CHAIR: FERNANDEZ 1st QUARTER 2015

THEORY # 4 Date: 28/04/2015
Speaker: Mario Carln
Topic: Social mediation and Semiosis
Good evening, my name is Mario Carln, I am one of the people who will give
some theorists this year. In today's class, we will work with two texts, a figure
very important for Argentina semiotics as it was a promoter of research and
development in our country that is Eliseo Vern. He founded the Association Argentina
Semiotics and the magazine Languages, died about a year ago, was a figure
popular because it had significant media intervention, wrote a column in the
daily profile with which then published a book. Sometimes they invited programs
television, had a great knowledge about the functioning of the media
mass communication. He had begun his training at the Faculty of Philosophy and Letters,
then moved to France to study with Levi Strauss and Roland Barthes, was an actor
very important in the development of semiotic research internationally, and
especially in the 80s. It is interesting that the two texts that we will raise
Today they are at the time, of the '80s.
The text we will talk about today is the prologue of a very important book about him
that is to build the event and will discuss a chapter also very
Interestingly, with which we can say that have formed generations of semioticians and
communications specialists, not only in Latin America, it called "The Meaning and
Production
Discourse ".
Eliseo Vern, somehow develops two production fields
knowledge and movement, one is the field of the theory of mediations, which in
Latin America is very strong figure. The other field is the Theory of Production
Social Sense, ie analysis of social discourse, a socio. One

You could say that after his death, his recognition has grown, and begins
discussion of their work. Among the most "unfriendly" Veron things he did in his life,
of those was filed against the law of Audiovisual Communication Services in
court hearing.

Eliseo Vern.
Now, Build Event is published in France in 81 and then
I was brought here, she enters a complex discussion with different authors, has recoveries

Immediate eg the work of Umberto Eco, but not do it explicitly,

It is a book that hits because somehow develops a perspective on the discussion
media that is particular in the French countryside. Besides always Veron
He worked hard in the private field and in college. That work in the private sector will
He gave an added knowledge of some phenomena that were happening in terms of the
circulation of discourses of mass communication, which was a plus that more empirical
the look of philosophical reflection of the media. His works have been widely discussed
of course, and there begins a discussion of the role and activity of intellectuals.
But otherwise you can not deny that when the published texts in the field
Academic: about the phenomena of media coverage, institutional communication,
the operation of the mass and other communication, these investigations were
based on much knowledge of empirical research on consumption. This double
profile he gave his work a particular work. So not only read the prologue

Build the Event, is a very interesting book that is not very extensive, they will
find an intense research and descriptive analysis of the functioning of
the media.
The work reflects on the
status today begins
with a double intervention
controversy. A Veron liked
install themes of discussion on
especially when it is intervening
publicly. The first is that the
Today is the result of a
production process thereof
so that a table is produced.
In this regard, media
communication, not copied if not
they produce. Resumes
concept of Cultural Industry,
but not in a metaphorical way
as it has taken in the work
Adorno says that in the field
intellectual concept Industry
Cultural worked as a
metaphor for his shock or stress,
between the idea and the idea industry
culture. A Veron you think that the idea of Cultural Industry must take shape
more literal than metaphorical. You have to attach the idea that today is a process
and produced by a production industry in the same way others they are offered
Products listeners, consumers, readers, and so on.
The second controversial speech said that the media does not build a
illusion in the sense of what a sham, the way he uses the word drill

It is different from how you use Baudrillard for example, already an author in Boca.
Baudrillard

tended to use the idea of simulation in a different way than it does Veron, because
for a mock Veron it is always something else. That is replaced by an element
another. For Baudrillard, the position of the drill is characterized often
there was nothing behind.
Veron says: "Today is not a drill because the speech that builds
does not represent anything, it is a replacement of something else and media produced,
not all, but
if the reality of an industrial society, while becoming reality presented as
collective experience to stakeholders ". Then, the facts of that reality
the media construct not exist before the media will build as
social facts. This means that the facts of this social reality, do not exist before
which means the building as social events. After the media
built many things happen: governments react, begin to intervene in the
media, people communicate with one another, the facts desmediatizan, become part
inter reality through conversation. Common sense resists
think that the media construct reality because common sense tends to confuse
two things, first the "fact" that is collective order in a society of "
experience "that is the individual order. This is a thesis that he presents, and if it is
an idea, I would say today, in which he succeeds much more, but all the time we
in conflict with that idea, we have an absolute novelty thus perhaps exposed
for the time. This is one of the texts that will open the strong possibility to
research on the problems of mass media and in some
It is a very big way on his theory of mediations history.
Then, as I said, there are two strongly differentiated levels together, which is
on the one hand the level of events that has to do with the collective order of society,
This idea that the media construct these facts, is the idea that it was controversial and
novel
in that moment. And the experience is about the individual. To what extent these
two phenomena are different phenomena, or two different orders? Veron says that
between
both orders the distance is absolute. The observer says Veron, tend to always believe
some image today, although we have a personal experience
the facts. That is, although we have no direct relation to the facts, we tend to
believe with an image of the media. Who do you believe? And here's a thesis on the

Belief: believe him who makes us postulate are descriptions

similar to those which we have done if we had experience
Direct facts. But this postulate is absolutely unverifiable, because no
we described how we would experience if we had lived.

It seems to me, is important to understand that there is no denial that the media
somehow they represent something in particular. As it usually usually think. The
was happening is that something was changing on the functioning of the media
the 80s, that is, something was changing with photography, the TV image,
daily. And something was changing about the institutions in relation to the media in the
80s. And that is what is captured by Veron, presenting a thesis
constructivist about social reality, through the media, which
It presented as new. Then we will discuss what is the scope of that
constructivism he presented in relation to certain types of events
which the media realize.
Student - If social facts are built which are before they are built?
Well, that's the point, if the facts are constructed by the media, then
What they are before they are built? The problem, for me, has to do with that part
where he speaks of facts that are shared collectively by participants in
part of a reality. If I locate in position Veron: I do not say no
facts, he would say. The problem is that the facts become part of a reality
shared through the media. And that's what produces what Veron called a
scaling. When mediation occurs it is a change of scale. But that
scaling is not safe, is not neutral but has to be thinking from a
production theory of meaning that is what he will be developing over time.
We have heard ad nauseum that the media have an interest have
Reviews and somewhat true. I think something happened in the last decade is that they
put in
evidence, largely, the operation of the media. Remember
We are talking about a work of the '80s.
The issue of construction of the event, had a major impact
in the international arena and in the local countryside. The effects of the book Build

Event, they were not only in the academic field if not the reflection of the
cultural industries, the media and others. Today we face a
media scene that is not restricted to mass media. And the
question is: What happens to these discussions on the extent to which these phenomena
have
I changed my scale?