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E-raamat: Power of Scandal: Semiotic and Pragmatic in Mass Media

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Are there events that are inherently scandalous? Power of Scandal finds that the very idea of 'scandal' is derived not from an event, but from public opinion - which, in turn, is construed by media narratives. Scandal is powerful because of its ability to challenge institutions by destabilizing their legitimacy. The media plays an integral role in the creation of scandal because it interprets real events as purposeful actions for the public. Examining the ubiquity of scandals in today's mass media, Johannes Ehrat's conclusions are fresh and surprising.

Ehrat applies classic semiotic and pragmatic thought to contemporary media issues, mainly moralist discourse from sex abuse cases to the phenomenon of televangelism. Arguing that sociological and communications studies of scandal have ignored the media's constructed nature, Ehrat focuses on how meaningful public narrative is produced. By examining the parallel worlds of media and public opinion,Power of Scandal uses an alternative heuristic for understanding mass communication that is both rigorous and sophisticated.



By examining the parallel worlds of media and public opinion, Power of Scandal uses an alternative heuristic for understanding mass communication that is both rigorous and sophisticated.

Preface ix
Acknowledgments xv
1 A Theoretical Approach to the Nature of Media Scandal 3(45)
1.1 How Scandal Research Tends to Treat the Achievement of Media Scandals
4(5)
1.2 Scandal as Logic: Ideal and Sanction
9(6)
1.3 Scandal as Industrial Product and Institutional Practice
15(3)
1.4 Media Scandals and What They Are Not
18(7)
1.5 Video-Truths
25(8)
1.6 Comprehending Media Scandals from Media
33(7)
1.7 Publicity Narrative as Precondition of Scandals
40(8)
2 What Is Publicity, the Public Sphere? 48(28)
2.1 Publicity as Methodological Construct
50(4)
2.2 Publicity as Simulacrum
54(5)
2.3 Publicity and Meaning as Subsistence
59(11)
2.4 Semiotic as Theory of Formal and Concrete Meaning
70(6)
3 Semiotic of Publicity 76(27)
3.1 Publicity as Teleology
78(5)
3.2 Legitimacy
83(5)
3.3 Public Opinion as Historical-Cultural Role Relation
88(3)
3.4 Public Opinion as Theatre
91(6)
3.5 Public Opinion Operates by Constructing the Role of Enunciation Instance
97(6)
4 Publicity in Media Theory 103(77)
4.1 Media – Functional or Semiotic?
104(18)
4.2 Is There a Need for a Separate Semiotic Media Theory?
122(4)
4.3 Signs of Society
126(21)
4.4 Functions of the Three Correlates in the Media Sign
147(10)
4.5 Technological Determination or Sign Process: The Case of Televangelism
157(13)
4.6 Godcasting: Meaning Apparatuses of Religious Self-Display
170(10)
5 From Jubilation to Scandal 180(35)
5.1 Religious Meaning outside of Public Opinion
181(4)
5.2 Television Studies and Aesthetic Form
185(3)
5.3 Media Construction of Religious Space and Time
188(7)
5.4 The Call Forward
195(4)
5.5 Witnessing
199(5)
5.6 PrayTV Yields to PreyTV: Acts of Televangelist Authority
204(6)
5.7 Primordial Scandal Religion
210(5)
6 Judgment: Bringing into a Scandal-Position 215(42)
6.1 Scandal Technique
216(6)
6.2 Investigative Journalism and Objectivity
222(14)
6.3 Metatexts: Simplifying Sanctions in Public Opinion Texts
236(13)
6.3.1 Metatext I: The Permission to Act
240(2)
6.3.2 Metatext II: The Scale of Self-Realization
242(7)
6.4 Deduction of Classes of Scandal
249(8)
6.4.1 Scandal of Destination
251(3)
6.4.2 Scandal of Action
254(3)
7 The Course of the Scandal Pro-Gram 257(34)
7.1 Media Scandal Methods
258(2)
7.2 Event: How Destination in the Shanley Story Created the Scandal
260(8)
7.3 The Role Structure of the Shanley Story
268(8)
7.4 Two Discursive Scandal Constructions
276(4)
7.5 Reality: News Practice between Reality Determination and Satirical Alienation
280(11)
8 Effect and Reality of Scandal 291(32)
8.1 Scandal as Objectivity Effect
292(2)
8.2 Objective Scandal Effects
294(9)
8.2.1 Scandal as Effect
297(6)
8.3 Critique of Subjectivity Approaches and Functionalism
303(4)
8.4 Scandal Effect as Semiotic
307(4)
8.5 Institutions as Pragmatic Predetermination of Purpose
311(63)
8.6 Delegitimization of an Institution as Purpose of Media Scandals
374
9 Conclusion 323(10)
Notes 333(46)
Bibliography 379(24)
Index 403
Johannes Ehrat is a professor extraordinarius in the Faculty of Social Sciences at the Pontificia Università Gregoriana.