Meaning isn't guaranteed in everything you say. Introduce key themes surrounding semiotics - form a foundation of understanding.
Ferdinand - defined semiology - study of sign systems, by reducing language to sign systems also ushers in the idea of image based signs. Allows us to understand visual communication,
SIGNIFIER // SIGNIFIED // REFERENT
Referent - actual thing, concept itself
Separated the sign/word from meaning, meaning isn't inherent in a sign, there is a separation. The process of speaking, we decide what we want to say, however language itself does not belong to us, semiotics is a meta-language - a language about language itself.
What do these colours signify?
How about now?
CONNOTATION AND DENOTATION
Provides us with levels or orders of significance
MYTH
Looks at a theory of themes, objects, signs that are culturally informed
red wine in france associated with class, intelligence, intellectuals etc. no real connection between red wine and intelligence but has been associated with it for years. Milk in the USA associated with strength, wholesome etc.
SYNTAGM AND PARADIGM
syntagm - a series or collection of signifiers within a 'text' (e.g a sentence)
syntagmatic relations - how signifiers within a syntagm relate to each other
Paradigm - signifiers that relate through function or relative meaning (e.g. boy/man, male/female)
D&G
Suave
Tuxedo
Clean
Associated wit sophisticated men
metaphor can be used within images, an image of one thing can come to represent something else.
metonym - refer to my car as wheels that would be a metonym,
metonymy is where a signifier stands in for another to which it is conceptually or physically a part of (displacement)
A part to represent the whole or the whole to represent the part...association along a chain of signification.
A part to represent the whole or the whole to represent the part...association along a chain of signification.
Rhetoric - used within language, particularly politicians, journalists - can be described as the act of persuasion using words, quite often that can go without saying, so subtle your not even aware its working.
The act of effective persuasion using language:
The act of effective persuasion using language:
- politicians
- journalists
- advertisers
- PR
Photographers - what they want to try and persuade you, what and how they photograph and what ones they pick for communication
war is bad, the photograph would have us believe its that simple but its not
META
a prefic used to alter purpose of a practice or system inwards
Meta is a prefix used to alter purpose of a practice or system inwards.
Meta language - language about language
Meta narrative - an overarching narrative of other smaller narratives
Meta is a prefix used to alter purpose of a practice or system inwards.
Meta language - language about language
Meta narrative - an overarching narrative of other smaller narratives
meta-move, movie about making movie
art work about art, comments on art itself, inwardly upon itself
STRUCTURALISM
term used for the broad application of semiotics/ semiology to a range of sign systems
Further than the application solely to linguistics
structuralism emphasises structures or systems of signification
-not what it means, but how it comes to mean
-semiotic linguistic terms/structures act as analogies for other systems
Further than the application solely to linguistics
structuralism emphasises structures or systems of signification
-not what it means, but how it comes to mean
-semiotic linguistic terms/structures act as analogies for other systems
IMAGES, MUSIC, TEXT 1977
Barthes analyses a range of visual media in terms of their signifying structures:
the photographic message
the rhetoric of the image
the third meaning
POST STRUCTURALISM
is a part of post modernism
is a part of post modernism
While structuralism focuses on the structures of meaning in any signifying system...
Post structuralism focuses on the interpreter/reader and the precarious nature of meaning
DIFFERANCE
disagrees with the lot of assumed grooves of structuralism and semiotics
not what it is but what it is not, not just about difference but also being deferred
Where structuralism identified/created structures of signification...
deconstruction aims to dismantle the structures - identifying gaps and instabilities. Through deconstruction Jaques Derrida challenged 'binary oppositions' which are deeply rooted in our culture and language.
-emphasising what is lost or cast aside
Where structuralism identified/created structures of signification...
deconstruction aims to dismantle the structures - identifying gaps and instabilities. Through deconstruction Jaques Derrida challenged 'binary oppositions' which are deeply rooted in our culture and language.
-emphasising what is lost or cast aside
INTERTEXTUALITY
intertextuality describes how texts are constructs/collages of previous texts
-...when writers write they are also written
intertextuality describes how texts are constructs/collages of previous texts
-...when writers write they are also written
scary movie only has an existence because of what it references
SIMULACRA
reality - distorted so much that they no longer represent anything real, the representation comes before the thing itself
an example, Disneyland is constructed, supposed to mirror fantastical elements of society, but is distorted into a mish mash of nonsense
An Apple Mac is useful for computer aspects but also useful to say i have an Apple Mac
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