Igmatic Analysis To Understand The Aesthetics Of Independent Newspapers

The methods used in this research are twofold. Firstly, I used paradigmatic analysis to understand the aesthetics of independent publications and their choice to use one design element in place of another; and secondly, I applied the ‘Uses and Gratifications’ theory of Katz and Blumler (1974), and the ‘Medium is the Message’ theory of McLuhan (1964) to understand consumer motivations for magazine usage, and investigate whether the publication’s paradigm choices have an effect on this.
THEORETIC BACKGROUND
Semiotics
Ferdinand de Saussure (1916) defined a sign as containing a signifier, the form the sign takes; and the signified, the concept it represents. The sign is the result from the connotation between the signifier with the signified(59). Crucially, meaning results from from the differences between signifiers, which are syntagmatic differences (concerning positioning) and paradigmatic differences (concerning substitution)(74). To explain, Saussure used the example of the French word ‘mouton’ and the English word ‘sheep’. These words both refer to the animal, but their meaning depends in part on their differences. In French, ‘mouton’ covers both the animal and the

Although having the same premise, a movie based on the book, will be experienced differently by the audience. The audience selecting the paper page over celluloid, demonstrates that different mediums affect the viewer’s experience. From this, we can deduce that the medium is important in itself, and as important as the content, even shaping the content’s meaning (e.g. reading a magazine is an experience in itself regardless of the content)(72). Therefore McLuhan’s theory can be seen as reflecting a semiotic concern: the medium is not neutral(73). I will explore how the physical and visual differences between independent and commercial titles are themselves a message, and discuss that the medium is a paradagmatic