Transmedia Storytelling in Advertising

Author(s):  
Huri Deniz Karcı

Otherization has been executed in both Orientalism and Occidentalism for a long time. People have always been expected to choose either side in a binary opposition such as “mother or father,” “male or female,” “destiny or coincidence,” “pasta or pizza,” “Fenerbahce or Galatasaray,” etc. However, the human itself is the balance of those binary oppositions such as “good and bad,” “normal and abnormal,” “optimistic and pessimistic,” etc. In this respect, this chapter offered a new term, “medientalism,” indicating advertizing as a possible alternative medium to mediate between otherized opposites such as gender, race, ideology, lifestyle, religion within the fame of the opposition between Orientalism and Occidentalism. As a result, transmedia storytelling, a persuasive multiplatform strategy to reach the audience by telling stories, was suggested as a functional tool to employ in spreading the idea of mediation between otherized opposites.

2022 ◽  
Vol 2 (2) ◽  
pp. 105-116
Author(s):  
Rifqi Ayu Everina

Binary opposition is the most important aspect that can reveal how humans think, how humans produce meaning and understand reality (Culler, 1976). Therefore, the discovery of binary oppositions is useful in providing clues to the workings of human reason. In the context of narrative analysis, binary opposition can reveal how the logic behind a narrative is made. Based on this, this study highlights how the formation of binary opposition contained in the novel "Lettres de Mon Moulin" by Alphonse Daudet uses Lévi Strauss's theory of binary opposition (1955) and structural analysis using Freytag's plot theory (1863). The corpus of the research consists of six stories contained in the novel forming a binary opposition. After doing the analysis, it was found that a pair of words with binary opposition were included in the exclusive category and two pairs of words that were included in the non-exclusive binary opposition category. From these findings, it was found that the author of the novel, Daudet, gave directions on what was good and bad by giving a clear line of separation. This is in line with the context of making stories during the industrial revolution, which mapped the world into two things, namely traditional and modern life.


2018 ◽  
Vol 1 (119) ◽  
pp. 83-96
Author(s):  
سهير فؤاد حاجو ◽  
ابراهيم علي مراد

     This paper focuses on interpreting Margret Atwood’s outlook towards the affiliation of power between man and woman, and, likewise, the hidden meaning of her message(s) to women in general. These issues will be explained by interpreting or considering her novel, The Handmaid’s Tale as a pattern of oppositions. The conceptual tool that is used to uncover the keys for the questions of whether Atwood is with or against women and how she visualizes women’s experience and distress under the patriarchal rules are; binary oppositions and Derrida’s concept of différance. Using the binary oppositions Gilead’s central and restricted ideologies and the handmaids’ silent response become comprehensible. Then by reversing these binary conceptions, depending on Derrida’s concept, the incompatibles will be proved. Atwood’s depiction of woman is not always positive and not negative as well. Therefore, this paper assumes that women are being used and dehumanized in Gilead which gives hints for the author’s view of men’s inclination to imprison women and deprive them from their right to live a normal life. Furthermore, the binary thought depicts women as inert and powerless. The second part and after reversing the binary opposition we conclude that the handmaids and women in general are able to convert the hierarchical belief by taking on the same tool that has been used to oppress them.


2013 ◽  
Vol 7 ◽  
pp. 129-144
Author(s):  
Muhammed Elham Hossain ◽  
Mustafizur Rahman

In modern linguistics binary distinctions are fundamental and many social and cultural phenomena are based on binary oppositions. Even many stereotypes of culture get formulated on the basis of binary oppositions: “If you are not with me you are against me” (Hawthorn 29) is a cultural imposition of a binary opposition upon variations of attitude. Looking down upon the natives of the Subcontinent as a people, devoid of civilization, colonial authors produced the stereotypes of attitude which remained unchanged, fortified by prejudices and cultural biases. Reading of colonial texts which are based on Indian setting, reveals these stereotypes. Rudyard Kipling’s Kim and E. M. Forster’s A Passage to India pictured colonial India from European perspective, degrading it to the level of a land of mystery, muddle, inactivity and lethargy. Both the texts depicted India as a binary opposition of Europe, formulated with cultural biases and prejudices emerging out of the boastfulness of the colonizers as the light givers of civilization to the rest of the globe. But it is true that every reading is a re-creation of the identity of the author and this axiom has inspired this paper to explore the basis of binary oppositions of the colonial attitude of Rudyard Kipling and E. M. Forster. This paper is also inspired by the perception that literary and cultural phenomena are based upon binary oppositions and in the days of postcolonial theory binary oppositions have become fundamental to many recent literary works. Keeping this in mind, this paper seeks to explore Kipling’s Kim and E. M. Forster’s A Passage to India in colonial perspective and present binary distinctions of their attitude towards India. Both the authors have chosen India as setting of their above mentioned novels and their observation of the East and the West produced binary distinctions between Europe and the Subcontinent. This paper has made a deconstructionist analysis of these stereotypes. DOI: http://dx.doi.org/10.3329/sje.v7i0.14469 Stamford Journal of English; Volume 7; Page 129-144


Via Latgalica ◽  
2010 ◽  
pp. 80
Author(s):  
Inga Belasova

<p>Character profile and the system of images as a whole demonstrates the binary structure based on the mythological tradition. Double character of the nature motif pervades the folklore tradition, which is the most demonstratively revealed by the twin motif, where two brothers at the same time are both opposites and complement each other. The paper has applied the structural semiotic method, using opinions of the Russian philologist and culture historian Eliza Meletinskii (Елеазар Мелетинский) on the connection of binary oppositions with the mythological metaphorism and pairs of binary opposition. Purpose – to describe the binarism as an underlying principle for revealing the genre specifics of the Latgalian zoomorphic anecdote at the level of images.</p><p>Struggle of opposites has a special sense in mythological consciousness. Diversity of social roles in a real life can create one character, as well as features that functions as a contrast, by becoming embodied in evil or consistently positive characters, within an anecdote can impersonate a whole ambivalent image. The mythical twin rivalry theme is very topical in the folklore tradition, since existence of pair of twins depicts a situation when two beings create one spiritual body, but at the same time the mysterious twin pair exists in separate contradictory categories.</p><p>In the context of binary opposition, personal identity problem of the hero of zoomorphic anecdotes does not stem from the world outlook, philosophy or culture, but everyday life, it is a practical problem, so to speak, choice of everyday role, place and behavior. A combination of the cliché features in a particular character serves as one of the stereotype-forming directions. Characters of the Latgalian zoomorphic anecdotes have no clearly defined understanding of their place in society, because they represent stereotypical roles of the modern world. Characters’ inherent ability to change their traditional, ideological and functional load, as justified by the progressive principle of mediation, is considered to be one of the most important features in Latgalian anecdotes about animals.</p><p>Specific research reflects also the fact that tricksterism in Latgalian zoomorphic anecdotes is a universal component of typical characters. Orientation of a trickster towards opposites and the destruction of the opposition reflects ambivalence of characters and describes them as promulgators of revolutionary ideas. Significantly enough, the particularity of a trickster can be depicted in two ways – explicitly: the character displayed in the text, and implicitly: the anecdote teller and the listener, who immanently identifies themselves with the character. This can be explained by hidden or open desire inherent in the tellers of anecdotes and the recipients to express the desires existing in subconsciousness.</p><p>Upon inquiry into the impact of trickster on the characters and its place in the system of images as a whole, binary structure based on a mythological tradition is unfold, where features of the mythical twin pair in characters of the Latgalian anecdotes is depicting their controversial nature. This has to do with the personal identity problem of images, which has to be searched for in choice of familiar role and behavior. Each situation played in anecdotes compactly illustrates the collision of opinions, notions or values, providing for the winner and loser positions, contributing to a possible change in the conventional concepts. In Latgalian anecdotes about animals, the place of a character in the system of images is often based on a binary opposition relationship the strongest – the weakest, where the physically strongest image of the anecdote do not always owns the anecdote teller’s – the listener's sympathy.</p><p>Binary oppositions in Latgalian zoomorphic anecdotes have peculiar specifics, which is due to the fact that mainly animal characters are active in the zoomorphic anecdotes. Consequently, the binary oppositions in anecdotes about animals are of more archaic and expanded nature, which is accompanied by greater generalization and certain mythological deeper layer as in other genres of anecdotes.</p>


2019 ◽  

The article is focused on the study of the sensual and conceptual component of the conceptual binary opposition human being – technology in Ray Bradbury’s works. The relevance of the research is based on the constant interest of the scientists in the study of binary opposition. The duality of world perception results in writers’ (including Ray Bradbury ) using binary oppositions as a means of conveying their own attitude to the spiritual values on mankind and the very sense of the world. The research identifies the theoretical prerequisites for the duality of human perception; reveals the methodology of frame analysis of concepts as members of binary oppositions; investigates the characteristics of concepts human being and technology as oppositions in Ray Bradbury’s works. The study shows that binary oppositions in the fictional text are preconditioned by the very nature of fiction. Binary oppositions in the fictional text have sensual and conceptual content, thus, the analysis of binary oppositions in the works of a writer gives the opportunity to identify the peculiarities of the writer’s worldview and to understand it in a more profound way. Binary oppositions are realized in the form of opposition of concepts as basic units of the cognitive code of humans with a relatively ordered internal structure. The study of concepts is carried out through the construction of frames as a means of generalized visual concept scheme. It is based and modeled on the relevant sources, collected in a single system of research and illustrative resources, and their graphical representation. This gives the possibility to identify the components of each concept and to analyze the parameters which the author considers to oppose the concepts. It is revealed that the binary opposition human being – technology in Ray Bradbury’s works is represented as an opposition of the key slots of these concept. Thus, it can be considered as a direct opposition of such slots as: animate – inanimate on the basis of functioning; feeling – insensibility on the basis of emotional capability of the world perception; interest – staticity on the basis of the cognitive abilities, and creativity – predation on the basis of the principle aim of a human being and technology.


2006 ◽  
Vol 31 (4) ◽  
pp. 95-99
Author(s):  
Tuğrul İlter

This article engages with the question of the otherness of cyberspace, VR, and hypertext, and how they are distinguished as “new” from “the traditional.” It begins by noting how this “new” present is distinguished by familiar binary oppositions like now vs. past and modern vs. traditional which rely on the notion of a new that is uncontaminated by the old. Both our enthusiasm for the singularly liberating nature of this new future as cybertechnophiles, and our Luddite resistance to its singularly fascistic and panoptic encirclement are similarly informed by this binary opposition. The paper then notes how the other in this opposition is a “domestic other.” Thus we always-already know what the other is all about. Arguing that if the other were radically other and not “domesticated,” one could not give an account of it in this way, the paper concludes that such alterity requires a rethinking of how one knows the other. The difference between this “wild” other and the “domestic” other is not an external difference but is radical; it is at the root. Therefore, our notions of space, reality, and text need to be complicated and rethought to accommodate what they seem to oppose: cyberspace, virtual reality, and hypertext.


2017 ◽  
Vol 8 (5) ◽  
pp. 1
Author(s):  
Laila M. Al-Sharqi

Yousef Al-Mohaimeed’s Wolves of the Crescent Moon is a rich contemporary novel that deploys several effective narrative strategies and themes. Binary oppositions provide the novel’s most unifying thread. This paper examines how binary opposition is used as a structural device in the novel to explore the interplay between modernity and culture in Saudi Arabia by challenging previously unquestioned aspects of life in the contemporary society. The paper focuses on the manner in which binary oppositions inform the novel’s rhetoric of displacement, which becomes a driving force determining variation in values and notions within the privileged elite. Corresponding cultural changes emerge from this elite set, whose members pursue modernity in an exclusionary manner in their rapid assimilation into modernization. They appear incapable of understanding indigenous members of Saudi society who adjust less rapidly and who perceive changes in norms and traditions as evidence that the elite regard them as inferior ‘Others’.


Author(s):  
Andrey Konev

The “binary approach” in criminal proceedings is often used as a tool for ideological opposition of principles. The existing tradition, which imposes competition and search as negating poles of the criminal process, is more an ideological Convention than a scientifically based theory. Real binary oppositions that can bring us closer to the essence of criminal proceedings are much deeper than the levels indicated by modern typology. The sharp inconsistency of these elements of binary opposition is characteristic only in the «ancient» worldview context, programming their initially opposite attitude to rationality. The basic concept of competition is actualized in the context of an irrational worldview, while the basic concept of inquisitionism is activated in the Wake of the introduction and strengthening of a rational worldview.


2020 ◽  
Author(s):  
Kateryna Podsievak ◽  
Iryna Sieriakova ◽  
Oxana Franko

This paper focuses on cognitive-linguistic features of the binary opposition “man-machinery” in the science fiction works by R. Bradbury. The article aims to determine the means of the verbal representation of “man-machinery” and build frame models of its components in Bradbury’s science fiction writings. The study contributes to the stylistic and linguo-poetic analysis of binary oppositions in fiction texts, idiostylistics and genre theory. The study relies upon linguistic, stylistic, and discursive analyses as well as cognitive linguistic analysis to ensure the reliability and validity of the obtained results. Furthermore, four-stage algorithm methodology used in this research allowed the author to define a general literary context of the analyzed works, select the research material, analyze the identified means of binary opposition “man-machinery,” and model frames of its components. The obtained results reveal that the linguistic embodiment of the components of the binary opposition “man-machinery” is based on the use of the lexical – direct and figurative, stylistic, and discursive means of nomination. The study reconstructs the concepts – the constituents of the megaconcepts man and machinery and on the basis of anthropocentric perception compares their conceptual domains, namely as physical, psychological, mental, and social phenomena. The research reveals conceptual binary opposition man-machinery as a tool for constructing a science fiction model of the world in Bradbury’s texts within three parameters: space-time coordinates, cause and effect relationships, and valorative indicators. The introduced methodology of binary opposition analysis is perspective within the scope of science fiction, fiction texts and films.


Text Matters ◽  
2020 ◽  
pp. 194-208
Author(s):  
Tomasz Fisiak

The following article is going to focus on a selection of music videos by Shakespears Sister, a British indie pop band consisting of Siobhan Fahey and Marcella Detroit, which rose to prominence in the late 1980s. This article scrutinizes five of the band’s music videos: “Goodbye Cruel World” (1991), “I Don’t Care” (1992), “Stay” (1992), “All the Queen’s Horses” (2019) and “When She Finds You” (2019; the last two filmed 26 years after the duo’s turbulent split), all of them displaying a strong affinity with Gothicism. Fahey and Detroit, together with director Sophie Muller, a long-time collaborator of the band, have created a fascinating world that skillfully merges references to their tempestuous personal background, Gothic imagery, Hollywood glamour and borrowings from Grande Dame Guignol, a popular 1960s subgenre of the horror film. Grande Dame Guignol is of major importance here as a genre dissecting female rivalry and, thus, reinterpreting a binary opposition of the damsel in distress and the tyrant, an integral element of Gothic fiction. Therefore, the aim of the article is not only to trace the Gothic references, both literary and cinematic, but also to demonstrate how Shakespears Sister’s music videos reformulate the conventional woman in peril-villain conflict.


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