THE CONATIVE FUNCTION OF LANGUAGE AND MEDIA SEMIOTICS
THE CONATIVE FUNCTION OF LANGUAGE AND MEDIA SEMIOTICS

Summary/Abstract: Within the Roman Jakobson’s linguistic model of communication, the conative function is defined in terms of the effects of the message on the behavior of the addressee. The studies of the effects of mass communication made obvious, since the beginning, the fact that the addressee is a passive element without force to avoid the influence of the addresser. But later models come to show that public is not amorphous and undifferentiated, and, moreover, it is active in receiving the message transmitted by the addresser. The semiotic view on communication leads to the change of emphasis within the models of communication, from the transmission of the message to the exchange of meanings. Media semiotics, focused on the study of meanings transmitted by the media, is emerged exactly through the interpretation of the conative function within the organicist paradigm.

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