Chapter 13 10/13

In this chapter, the ideas of Russian communication theorist Mikhail Bahktin are discussed. His theory of dialogism focuses on the two-way aspect of communication. Dialogism is made up of dialogue, which is the basic unit of communication. When we speak with other people, we must remember what has already been said in the conversation in order to know what we are going to say later in the conversation. The chapter later discusses another of Bahktin’s ideas, intertexuality. This theory believes that there is a strong relationship between a text being produced at any time with texts or any media that has been produced throughout history. We may be conscious of these earlier texts, however other times artists are influenced by these texts unconsciously. I don’t believe a work can ever not be intertextual, as I think all media is influenced in some way by past forms of communication. However, I cannot find how our advertisement has any intertextuality. I also believe there is dialogue in our advertisement, as it is a basic idea of communication. The commercial takes into account cultural norms/ beliefs and plays against the norms by creating this sarcastic skit. Also, from what I understand about dialogue, isn’t it considered dialogue when there is a two-way conversation between people? In this case, our advertisement is full of dialogue, as it contains many conversations between the host and the audience of the game show.