Professional paper
The Commercial ‘All That We Share’: A Contemporary Reality Television Myth
Vesna Karuza Podgorelec
orcid.org/0000-0003-2881-4666
; Josip Juraj Strossmayer University, Osijek, Croatia
Abstract
The aim of the paper is a semiotic analysis of the commercial All That We Share by TV 2 Denmark A/S within the
contemporary theoretical framework of Barthes, Fiske, Hartley, Silverstone and Solar. The paper briefly outlines the
theories these authors developed regarding myth as discourse, the mythical and bardic role of television, television as a
transitional object that participates in the establishment of ontological security and myth as an expression of mythical
consciousness that still coexists with other forms of consciousness. The text of All That We Share is viewed in relation to
the goal of creating and achieving results, by analysing the affiliation of media and genre and by a semiotic analysis of
its structural components, as well as the expressive means used. The paper attempts to prove that the text is a contemporary
reality TV myth that uses digital distribution models and the moment of emergence of curatorial culture in which,
apart from losing the clean boundaries between genres and the media, the viewers take on the role of distributors and
co-creators of the narrative. The text does not only stay within the code of the television and the mythical code but it also
presents these codes in their direct, simple and clear form. This form of storytelling, harmonised with the precise selection
of the initial moment of text distribution that strongly contextualises it, contributes to the creation of its meaning, enhances
its distribution and ensures the global success of the text.
Keywords
All That We Share, discourse, myth, television, semiotics
Hrčak ID:
239582
URI
Publication date:
30.12.2019.
Visits: 1.650 *