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Loosely, the attribution of value, but more specifically in semiotics its attribution to members of binary oppositions, where one signifier (and signified) is unmarked (and positively valorized) while the other is marked (and negatively valorized). Valorization is involved in processes of naturalization while devalorization (or revalorization) is involved in the deconstruction of the ideological assumptions built into oppositional frameworks (a process of denaturalization). See also markedness.

Subjects: Media Studies.

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