1. Ferdinand de
Saussure: the
Signifier and
Signified (media
language)
By Priscilla Amponsah

2. Ferdinand de Saussure
 Born: November 26, 1857 in Geneva
(Switzerland)
 Died: Feburay 22, 1913
 He was a Swiss linguist, where he was often
referred to as the founder of modern linguistics
(study of nature/structure and a variation of
language).
 Wrote ’Course in General Linguistics’ - book.
Here he explained that there is a relationship
between speech and the development of
language, investigating language as a
structured system of signs.
 His study consisted of two part: concept of
meaning and sound image (not reference
to spoken or written words, but to the mental
impressions made on our senses by certain
things, together with sound system of
language creates ‘signs’ which he refers to)

3. Signifier and Signified: what does this
actually mean?
 The signifier: (this is the
sign)- a word or image such
as purple.
 The signified: (meaning and
associations) in which the
sign refers to e.g. Purple is
often associated with
royalty and wealthy.
Signifier : physical
Signified: mental concept
No fixed rules between the two, where
together they form the sign.

4. In depth: signifier
 Words, both oral and
written are known to be
signifiers.
 The brain then exchange
the signifier for a working
definition.
 In context, the word
‘vampires’ for example is a
signifier. Here you can
associate horror films from
what the brain substitutes
for the word ‘vampires’.

5. In depth: Signified
 What the signifier refers to
(what it connotes). Here it
points to the signified but has
a deeper meaning.
 A prime example of this can
be seen with ‘vampires’=
scary, supernatural,
menacing, Dracula,
bloodsucker, fangs ect..

6. Examples...
 Signifier: Red dress
 Signifies: a symbol of love,
romantic, seductive, sexy,
passion ect...
 Signifier: Cross
 Signifies: symbol of
religion, hope, faith
 Signifier: blood
 Signifies: symbol of evil,
vampire, death, horror
movies, Halloween,
hospital ect...