Semiotics

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Semiotics

  1. 1. • Read the denotative and connotative levels of meaning within photographic images • Use and understand the key terms used in the analysis of media language (Denotation, Connotation, Signifier & Signified) LEARNING OUTCOMES
  2. 2. WHAT IS SEMIOTICS? • The study of signs and symbols and their use or interpretation. • Looks at how meaning is made and understood
  3. 3. KEY TERMS • THE SIGNIFIER – The sign: a word, colour or image (i.e. the colour BLUE) • THE SIGNIFIED – The concept/ meaning/associations that the sign refers to (i.e. BLUE is often associated with sadness or the sea etc.)
  4. 4. SIGNIFIER & SIGNIFIED: EXAMPLES • Signifier: Red rose with a green stem • Signifies: a symbol of passion and love - this is what the rose represents • Signifier: Brown cross • Signifies: a symbol of religion, or to be more specific this is a symbol of Christianity • Signifier: Red heart • Signifies: a symbol of love and affection
  5. 5. SIGNIFIER: Blonde Hair Signifies: Ideal Woman, Innocence, Looks ‘gold’ SIGNIFIER: Perfume Bottle Signifies: Looks Jewel- like, Buried Treasure SIGNIFIER: Jewellery Signifies: Extravagance, Excess, Glamour, Decadence SIGNIFIER: Word ‘Love’ Signifies: Passion, Excitement, Lust SIGNIFIER: Colour Gold Signifies: Luxury, Riches, Expense, Success, Shimmering SIGNIFIER: Font Signifies: Dior Logo, Brand Name, Designer
  6. 6. HOW TO READ THE SIGNS AND SIGNIFIERS WITHIN PHOTOGRAPHIC IMAGES • DENOTATIVE LEVEL: (Signifier) What we actually see… The surface meaning • CONNOTATIVE LEVEL: (Signified) What you associate with this image… The deeper or hidden meanings and associations
  7. 7. Denotation: (What you see) Connotation: (The meaning of what you see) Use denotation and connotation to analyse this image. Task
  8. 8. Denotation: (What you see) Connotation: (The meaning of what you see) • Half naked, thin and bony girl in her room looking into the mirror. In the reflection there is a well proportioned girl staring back • Its about anorexia • The girl is sickly thin but sees a body she is not happy with every time she looks in the mirror • This suggest that she has low self esteem
  9. 9. TEASA T What is the technique? E What is the effect? A What is the effect on the audience? S What else could it symbolise? A Consider an alternative viewpoint.
  10. 10. T = What is the Technique? E = What is the Effect? A = What is the effect on the Audience? S = What else could it Symbolise? A = Consider an Alternative viewpoint.
  11. 11. WHAT HAVE YOU LEARNED? • Semiotics as a method of analysis • New terminology: • Signifier = Denotation • Signified = Connotation • TEASA Technique Effect Audience (effect on them) Symbolism (Any thing else) Alternative view points

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