Semiotics seeks to identify codes:: social, textual, interpretive. Q's around this are whether that's all the codes or whether there are other orders of codes.
social codes. 154 Social differentiation using non-verbal codes - learned. the gaze. social distance. anthropology and ethnography tend to look at these codes. "In the process of adopting a way of seeing, we also adopt an 'identity.'" 156. As in others, the codes naturalize the constructs.
perceptual codes. 150 but v Gibson on this. We might see that codes for interpreting images are not those used for perceiving the material world. There's a hint of this on 153, chart discussing bracketed perception.
textual codes. codes tend to constrain interpretations rather than determine them, giving legitimacy to some interps and not others, demanding to be taken into account. genres and codes. C's work with four modes of writing is under-informed. 159. The question lurking is What is a genre? Recent work has seen genre as reflecting or coming about from social need, and so incorporating social codes. Memo, for instance. Fantasy film v independent film and their role in social distinctions. The novel v memoir v expose, etc.
Textual codes of realism. Back to photos and film. Peirce suggested photograph is indexical and iconic, as the signifiers are recordings of material situation 163. 'recording' becomes another relation between signifier and signified - perhaps replacing or supporting the sign. This is the denotative level of the image. We move up a level of production to read the signs 164, at a connotative level.
invisible editing - as a code 166-7. Seems to be some discussion around the "naturalness" of this code, where a shift in scene is analogous to a shift in attention. 168-9. Few defend the idea that editing is purely arbitrary, but we can see the code operating in films such as Potemkin, Last Year at Marienbad, Time Code, etc.
broadcast and narrowcast. the former learned through experience (acquired), the latter requiring deliberate learning. 171
codification - and remediation. "codes of a new medium evolve from those of related existing media." 172.