Matrix semiotics

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Matrix semiotics

  1. 1. Chapter 25Semiotics“The study of the social production of meaning from sign systems;the analysis of anything that can stand for something else”By: Shannon Abraham & Brendan CurryBig Bang
  2. 2. November 12, 1915 – March 25, 1980Studied at the University of Paris, where he took adegree in classical letters, grammar and philology.Taught semiology at the College of France
  3. 3. Hulk HoganWrestling, violence& entertainmentSignified is theCONCEPTSignifier isthe IMAGESIGN WWE (World Wrestling Entertainment)
  4. 4. SignifierSignifiedSign
  5. 5. Signs tend to change meaning over time:1980 Hostage CrisisYellow ribbons hung “we want you back theme”.Sign taken from 1972 songPersian Gulf WarYellow ribbons hung carried the same message.Though presence of shameful acts or forgivenessPride in victory
  6. 6. Every ideological sign isresult of two interconnectedsign systemsFirst is descriptive –Denotative sign systemDescriptive sign withoutideological contentConnotative sidestepKey to transformationSecondary (connotative)systemConnotative sign systemA mythic sign that has lostits historical referent; formwithout surface
  7. 7. 1972 SongForgiveness to stigmaHostage crisisWe want you backPersian GulfPride in victoryPost 9/11Support of nationalism
  8. 8. Connotative Sign“We’re number one” War meant ghastly DEATH
  9. 9. 1998 NBA PlayoffsMichael Jordan Gatorade CommercialMJ/Gatorade
  10. 10. “Like Mike”Denotative systemSell GateradeConnotative systemThe ad becomes culturallylinkedAfrican American childSinging “that he is me”Look of yearningAudience invited toparticipate in ad.
  11. 11. Commercial functions as aglorification of unfulfilleddesireLife Lesson + Theirproduct = strong consumerresponseFuels capitalist systemMaintain the dominance ofthose who hold the reins ofcommerce and power
  12. 12. Signifier – shoelacesaround telephone wiresSignified – hope, POW,Support of NationSignifier – Womanescaping AlbaniaSignified – suitcase bomb,destruction, threat.
  13. 13. “A good plan today is better than a perfect plantomorrow,”- General George S. Patton- Conrad Brean“Why change horses midstream?”- Abraham Lincoln- President’s Campaign Commercial
  14. 14. IS MADONNA A SIGN? YES OR NOQueen
  15. 15. Barthes’ claimsconnotative signsreinforce dominant valuesCountercultureconnotative systemschallenge the status quo.Black ribbons representdeath
  16. 16. The Green Lantern1. Hal Jordan1952Post war26 year old white maleMiddle class2. John Stewart1972Post Civil RightsVeteran MarineAfrican-American3. Alan Scott2011Push for Same Sex MarriageOpenly Gay
  17. 17. BLOODsCRIPs• Hand sign• Color• Shirt• Bandana• Hat

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