2003 5 2 2003 2007 1
2007 4 12 4 13 4 13 2006 2007 9 52 A.C. Nielson 2006 2
2005 2005 Marshall McLuhan The Media is the message 3
2001 4
1-1 1999 2003 2003 5 2 24 Next Media 2007 (SOPA) (Ifra) 2007 12 12 http://apple.1-apple.com.tw/index.cfm?fuseaction=aboutapple 5
2006 50 texts Roland Barthes 6
7
Ferdinand De Saussure signifier signified denotation connotation 8
1-1 1-1 9
2003 2006 2006 10
1945 10 25 1946 10 2003 1947 228 1949 2003 1987 Anna R. Paddon 1999 11
1988 1999 1988 1 1 2000 1999 1988 2003 2005 2000 12
2003 5 2006 2005 50 60 2-1 2-1 1958 10 18 1957 1 5 1957 8 2 2007 4 15 http://readopac.ncl.edu.tw/cgi/ncl9/m_ncl9_news 2007 4 12 http://paper.ntl.gov.tw/ 13
1992 1956 1971 10 160 2-2 2-2 2-2 14
2-2 1956 3 13 1957 3 5 2007 4 12 http://paper.ntl.gov.tw/ 2003 15
2-1 2-16
1971 8 28 2005 10 12 2007 4 15 http://readopac.ncl.edu.tw/cgi/ncl9/m_ncl9_news 2007 4 15 http://apple.1-apple.com.tw/index.cfm?&showdate=20051012 17
2003 5 2-2 2006 2005 2004 18
19 155 2006 110 2004 97 2004 2004 138 2005 92-93 2004 2-3 2004 2004
20 image 2-4 2005 2005 2004 2004 2004
111 2005 57-59 2005 17 2004 2005 21
2005 2005 2005 2004 2004 2005 2005 2006 2004 22
Roland Barthes signifier signified Charles Sanders Peirce Ferdinand de Saussure 23
24 1995 1996 sign signifier signified 2-3 2001 Course in General Linguistics arbitrary convention 1992 sign - - signifier signified 2-3 2-3
acoustic image concept 1992 arbitrary 2005 2002 2001 1992 2-4 25
2-4 2-5 object interpretant 2-5 63 1995 iconic indexical symbolic 26
27 1995 2000 1992 2-5 2-5 1 Qualisign Sinsign Legisign = 2 Iconic indexical symbolic 3 Rheme Dicent sign Argument 251 2000
Elements of semiology 1968 28
2-6 29
2-6 sign-functions langue parole 1992 30
31 signification connotation 1999 denotation connotation text 2-7 2005 sign - - signifier signified denotation connotation 2-7 36 2005
metalanguage signification 2-8 32
...... 2-8 197 1991 33
34
3-1 3-1 35
Bernard Berelson 1992 3-2 36
3-2 1992 Weber 1990 1992 1992 37
denotation 2003 Berger 2000 1992 Weber 1990 iconic indexical symbolic 38
2005 Allen 2003 1995 signifier signified 39
2006 denotation connotation 1995 myth symbolic 40
denotation 213 41
texts 42
2003 5 2003 5 2007 5 2003 5 2007 5 213 3-1 3-2 3-3 3-4 3-5 43
44
45
2003 5 2007 5 systematic random sampling 46
How is said What is said 1992 iconic indexical symbolic 1995 2000 1992 47
48
49 3-6 X ( ) (iconic) ( ) (indexical) (symbolic) nominal level
3-6 descriptive statistics 3-7 50
213 3-6 213 X 3-8 213 213 51
iconic (indexical) (symbolic) 2007 4 15 http://1-apple.com.tw/apple/index.cfm?&showdate=20030618 52
3-3 3-3 53
213 3-9 3-10 1 2 3 1 2 3 n n 54
213 3 56 1 26.29 71 33.33 2 4-1 154 72.3 4-2 collage 55
4-1 4-2 56
213 207 97.18 2.82 6 4-3 4-3 213 4-4 4-5 57
4-4 58
4-5 4-4 4-5 213 107 18.67 5.58 69 12.04 21 3.66 66 11.52 59
60
213 1995 photomontage 1997 1981 61
2003 11 5 2005 10 12 2007 4 4 4-6 2007 4 15 http://1-apple.com.tw/apple/index.cfm 4-6 2003 11 5 2005 10 12 2007 4 4 62
2003 11 5 2005 10 12 2007 4 4 1997 see read 2005 7 6 2005 7 27 2006 2 15 4-7 2007 4 15 http://1-apple.com.tw/apple/index.cfm 4-7 2005 7 6 2005 7 27 63
2006 2 15 1995 2005 2004 3 17 2005 7 13 2005 8 31 2006 5 10 2007 1 24 2007 4 25 64
4-8 2007 4 15 http://1-apple.com.tw/apple/index.cfm 4-8 2005 8 31 2006 5 10 2007 1 24 2006 5 10 2004 3 17 2005 7 13 2007 4 25 65
66
2003 9 24 2004 6 2 2005 1 12 2005 8 10 4-9 2007 4 15 http://1-apple.com.tw/apple/index.cfm 2003 9 24 4-9 2004 6 2 2005 1 12 67
2005 8 10 2005 1 19 2005 11 30 2006 5 3 4-10 2007 4 15 http://1-apple.com.tw/apple/index.cfm 4-10 2005 1 19 2005 11 30 2006 5 3 68
2005 1 19 11 30 2006 5 3 2004 2005 2006 1 25 2006 8 16 69
4-11 2007 4 15 http://1-apple.com.tw/apple/index.cfm 2006 1 25 4-11 2006 8 16 2006 1 25 2006 8 16 2003 dramatic 2004 2003 70
2004 7 7 2004 7 21 2004 8 4 2004 9 1 4-12 2007 4 15 http://1-apple.com.tw/apple/index.cfm 4-12 71
2004 8 4 72
73
74
4-13 75
1. 2. 3. 1. 2. 4-13 76
connotation 2007 2004 1973 1998 77
2002 punctum Studium 1997 champs 2003 1990 1995 78
2003 representation 79
code 1997 1999 1997 80
81