As I noted elsewhere,
in the first two weeks
of the semester, we focus on three modes of communication--orality,
literacy, and post-literacy (or, more specifically, hypertext)--and
semiotics. We read Bolter's "The Computer as a New Writing Space,"
three chapters from Jack Goody's Domestication of the Savage Mind,
Chandler's "Semiotics for Beginners" and "Observing
the Ordinary," in Donald McQuade and Christine McQuade's Seeing
& Writing.
We begin with Goody's Domestication and find that his text
serves the following purposes: 1) it summarizes the movement from
orality to literacy; 2) it offers a good introduction to the idea
of binaries. Goody tells us that the categories by which we may judge
others "are rooted in a we/they division which is both binary
and ethnocentric" (p. 1); 3) it provides an anthropological description
of the consequences of literacy on non-literate societies; and 4)
it allows us to consider Goody's challenge: "we must abandon
the ethnocentric dichotomies that have characterised social thought
in the period of European expansion" (p. 9). Essentially, in
looking at Goody, we are able to understand "man's intellectual
life" today, "where the human mind [is free] to study static
'text' (rather than be limited by participation in the dynamic 'utterance'),
a process that enabled man to stand back from his creation and examine
it in a more abstract, generalised, and 'rational' way" (p. 37).
Domestication allows us to consider the transition from orality
to literacy and the consequences of that movement--the development
of systems of classification--which perhaps have lead to binary and
hierarchical oppositions. As the quotes indicate, classifications
are not only racialized, but they are also gendered. We discuss at
length binary oppositions in terms of gender and race.
Following Domestication,
I introduce the students to Ferdinand de Saussure's theory of semiotics
through Daniel Chandler's "Semiotics for Beginners." Having
learned that literacy involves systems of classification, students
learn three things about semiotics: 1) it is "concerned with
everything that can be taken as a sign," which is "something
[that] stands to somebody for something in some respect or capacity"
(p. 3); 2) semioticians study how meanings are made and commonly refer
to films, television, radio, and advertising as "texts";
and 3) semiotics is generally regarded as "the study of signs,
signification and signifying systems." In assigning Chandler
after Goody, my hope is that students will understand just how thorough
and elaborate systems of classifications and signs can be and that
binaries and ethnocentric dichotomies are largely part of our language
system. We then begin to see how images might play a role in classifications.