Semiotics

Slide 1: Semiotics The study of signs (or, “Introducing fish to water.”)

Slide 2: What is a sign? • The word sign is used to describe anything that carries meaning - whether it’s a word, a symbol/image, or a sound. • Signs form part of the coded system within a media text

Slide 3: Encoding & Decoding • Media texts are encoded by their producers and decoded by their audiences • Sometimes the same system of codes is used by both producers and audience... • But sometimes the spectator interprets the text using a completely different system

Slide 4: Signifiers • Because of their nature, we have to view signs as having two distinct parts: • The signifier, which is the physical sign itself • The signified, which is the meaning carried by the sign.

Slide 5: Denotation/ Connotation • Alternatively, we can think in terms of the denoted meaning (what the thing is), and... • The connotations carried by the thing in that particular context • The most important thing to remember is that signs are polysemic: open to many interpretations.

Slide 6: CODE SIGN signifier signified denotation connotation mechanical human technical cultural process expression -- . -.. .. .- ... - ..- -.. .. . ...

Slide 7: Polysemy • Media texts can be seen as open or closed • An open text can have multiple meanings and interpretations, depending on the conditions of reception • A closed text offers a particular preferred meaning, allowing little space for the reader to interpret it

Slide 8: Preferred — or Dominant? • Whether we consume or “read” a media text alone or as part of a group, we always draw upon shared codes and conventions to make sense of it. • The ‘preferred’ reading can also be described as the dominant reading – relating to the idea of hegemony.

Slide 9: Different Types of Code Technical Symbolic Written Camera angle Objects Headlines Camera Movement Setting Captions Framing/cropping Body language Story Shutter speed Clothing Style Focus/DoF Colour Speech bubbles Lighting & Exposure Juxtaposition Typography

Slide 10: Time & Culture • Because code systems are cultural in origin, they can change over time. • Over time, the weight of meaning carried by signs and symbols within the code inevitably increases. • Given the sheer quantity of media output, to what extent do we really “share” a common code system? • Sometimes we really need to be trained!