Point 1- Polysemy is a word to describe the range of ways a text is interpreted. However it can be argued that all media texts are to degree, polysemic.
Point 2- Spectatorship is the way the consumers receive films which is effected by our social and political backgrounds.
Point 3- Auteur Theory- When directors have characteristic traits in the way in which films are produced and therefore become recognizable for it.
Point 4- Conventions- in moving images conventions such as camera angles, sound effects, dialogue all have semiotic meanings that overtime, consumer has learned to associate with certain genres. Therefore to follow the conventions of a specific genre, editing is used.
Point 5- The media is now challenged by digital media as to how much it can be changed to create new concepts, while maintaining mainstream ideas of the current media.
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