Introduction of Semiotics

1. INTRODUCTION TO SEMIOTICS
JANARDHAN. J

2. SUPREMACY OF COMMUNICATION…
 World is surrounded with mediated images
 Images gradually maintain their supremacy in
communication
 Reading was weakened by Watching and listening
 Messages are combined with words and pictures equally
 Sings appear in various ways; they can be written/ oral /
any kind of sound visual image

3. SIGN vs SYMBOL

4. WHAT IS SEMIOTICS…?
 The study of sign and the way it works-Semiotics or Semiology
 Sign represents complex facts, not through words or sounds
 But through visual carrier of meaning
 It consists the study of different varieties of signs
the conveying of meaning
the way it relate to the people
In the Semiotics, the focus & its attention primarily on the text
The linear models give the more attention on text
The receiver or reader, is seen as playing a more active role in
semiotics

5. WHAT IS SEMIOTICS…?
 Semiotics prefers the term ‘reader’ to ‘receiver’
 Because, it implies both a greater degree of activity
 The reading is something we learn to do
 The reader helps to create the meaning of the text
 By bringing to it his/her experience, attitudes, and
emotions.

6. BASIC CONCEPTS…
 All the models of meaning share a broadly similar form
 They concerned with three elements
The Sign
That to which it refers and
The Users of the sign
 The sign is something physical, perceivable by our senses
 It depends upon recognition by its users

7. PHILOSOPHER MODEL OF MEANING
 We have two influential models for study the meaning
C.S Peirce- Philosopher and logician model
Ferdinand de Saussure-The linguist model

8. PHILOSOPHER AND LOGICIAN MODEL
 Peirce sees the sign as the three points of a triangle
 Each angle is closely related to the other two
 It can be understood only in terms of the others.


9. PHILOSOPHER AND LOGICIAN MODEL...
 The sign consists of its physical form and an associated mental
concept
 This concept is an anxiety of external reality.
 The sign relates to reality only through the concepts of the
people who use it.
 Peirce and Ogden and Richards have explained how signs
signify
 They identified a triangular relationship b/w the sign, the user,
and external reality

10. PHILOSOPHER AND LOGICIAN MODEL...
 A sign is something which stands to somebody for
something in some respect or capacity
 It can be understood only in relation to the others
 A sign refers to something other than itself
 The object-is understood by somebody
 It has an effect in the mind of the user

11. PHILOSOPHER AND LOGICIAN MODEL...…
 The interpretant- is not the user of the sign
 But, it is a mental concept produced by both the sign and
the object.
 The semiotic models make no distinction between encoder
and decoder.
 Decoding is as active and creative as encoding.

12. OGDEN AND RICHARDS MODEL …

13. OGDEN AND RICHARDS MODEL …
 They derived a very similar triangular model of meaning
 Referent and Reference are directly connected
 But, the connection between symbol and referent is
indirect or imputed
 Ogden and Richards put the symbol in the key position
 Our symbols direct and organize our thoughts or
references
 Our references organize our perception of reality

14. FERDINAND DE SAUSSURE …
 Saussure' model primarily interested in language

15. FERDINAND DE SAUSSURE …

16. FERDINAND DE SAUSSURE …

SAMPLE
SIGN Magazine advt.
SIGNIFIERS
An image of a man and a woman embracing each other
while smiling and having a glass of drink in their hands.
SIGNIFIED
A perfectly harmonious couple, happiness, beauty,
health, pure love and romanticism

17. FERDINAND DE SAUSSURE …
 Saussure' model primarily interested in language
 This model is more concerned with the way sign is
related to other signs
 The sign is physical object with a meaning
 It consists of a signifier and a signified
 The signifier is the sign’s image as we perceive it
 The Signified is the sign’s Images as we understand the
mental concept

18. THANK YOU