Page 239 - Communication Cultural and Media Studies The Key Concepts

SYNTAGM

others around us (see Bilton et al., 1987). This was an important
development within a discipline that had previously studied only
observable behaviour. What this theory recognised was that
between communication and response there existed the commu-
nication and interpretation of symbols. As a method symbolic
interactionism will consider, for example, language, behaviour and
body language. Giddens (1993: 716) notes that when ‘we interact
with others, we constantly look for clues about what type of
behaviour is appropriate in the context and about howto interpret
what others intend’. Accordingly there is a need for shared cultural
consensus of meaning. Giddens uses the example of the first date to
demonstrate howtwo individuals, while remaining aware of their
own behaviour, will engage in interpreting the other’s behaviour in
order to reveal their true opinions. The possibility of romance in
this example is revealed both through language and through
symbolic communication (see Blumer, 1969).

SYNTAGM

A ‘chain’ of signs which are combined or organised in a meaningful
order from a paradigmatic set of choices. Some examples of syntagm
arrangements include a sentence, which is a syntagm of words (signs)
or a melody that is a syntagm of notes (also signs). In these examples
we can understand how the meaning of the sign in these arrangements
can be informed by the elements that surround it.
Combination is rule-governed. Choice of food from a menu
involves a syntagmatic process that guides the order in which
different foods are eaten (no custard with beef, although you may eat
it after beef). Different cuisines have different rules of combination
and sequence, so a Chinese meal (properly done) involves a
syntagmatic chain of dishes that bears no resemblance to a Western
meal.
Analysis of syntagmatic structure is rare in contemporary media
studies. However, the study of narrative continues to carry on this
tradition to some extent. Within film narrative, syntagm analysis looks
at howevents are combined into sequences and how sequences are
then ordered into the story through temporal succession (one event
follows another) and causality (one event makes another happen).
Narrative analysis of this kind demonstrates the syntagmatic choice and

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