Remediation of Sign Texts as the Theme of Cultural Studies

Abstract

Problem Statement: Sign texts hide different versions of cultural reality, in whose creation and interpretation are involved their producers and consumers. The problem is what role in the processes of text interpretation constructing cultural realities plays remediation as a transport of texts from one communication medium into another. Research Questions: The study aims to find out what role in the processes of cultural practices plays remediation of visual sign texts and what changes in the mediated contents causes remediation of visual sign texts? Purpose of the Study: The study aims to reflect the fact that the socio-cultural reality is presented, constructed and stored in the processes of cultural practices, which is an essential component of remediation and interpretation of sensate sign texts as tools of semiotic and cultural transfer and to analyze selected visual texts with the intention to identify changes that causes remediation carried out by different communication media. Research Methods In context of textual approaches of cultural studies the study uses qualitative methods – semiotic, narrative and discourse analysis of visual sing text. The study analyzes selected visual sign texts that carry different communication media, among other artistic collage, poster, exhibition catalog, illustration in a popular science book, and e-mail. Findings: The study showed that the remediation of visual texts is an instrument of semiotic and cultural transfer, is initiated by socio-cultural practices and brings changes in contents of sign texts. It further showed that the remediation is simultaneously the bearer of cultural traditions and initiator of cultural changes since ancient times. Conclusion: Interpretation of selected visual texts concluded that remediation is a basic condition for reproduction of cultural values, norms and myths as elementary forms of cultural integration and that remediation in the context of contemporary cultural studies is not only an important research topic, but also the research problem that has not been sufficiently thoroughly theoretically nor practically processed.