This document introduces textual analysis and semiotics. It discusses how signs construct meaning through denotation and connotation. Roland Barthes developed the idea that signs function through signification and mythmaking. Media texts can be deconstructed into visual codes like color, costume, and expression, and technical codes like camerawork and editing. Analyzing these codes reveals how meaning is made for the character, narrative, genre, and audience. Semiotics examines how symbolic, written, and technical signs produce understanding across cultures.

2. 1.2 INTRODUCTION TO TEXTUAL ANALYSIS AND SEMIOTICS

3. SIGNS
What do the following signs mean to you?

4. But in parts of the Middle
East, this signal is
considered extremely
rude
– equivalent to
‘Up Yours’!

5. Or you’re an Internet
conspiracist in which case you
believe it is a sign of The
Number of the Beast (666) and
The Illuminati

6. Introducing Textual Analysis
A key feature of studying the media is TEXTUAL ANALYSIS.
This is when we ANALYSE media ‘texts’.
These are not just written
texts, but will include all
types of media – adverts,
music videos, TV & Radio
programmes, magazines,
DVD sleeves, videos
games, films, etc…

7. Introducing Textual Analysis
What do you think ANALYSE means?
TASK: In pairs, write a single sentence definition.
• To study something closely.
• To break something down into its component parts
• To examine a structure critically and in detail to explain/interpret it
and discover its meaning.
Why do you think we ANALYSE texts?

8. Semiotics (AKA Semiology)
The Study of Signs
Examines how symbolic, written and technical signs
construct meaning
Looks at how meaning is made and understood
A sign is something that stands for something other than
itself. For example:

9. Semiotics (AKA Semiology)
“TREE”
“Arbre”

10. What do you think this sign represents?

11. Semiotics and Roland Barthes
Roland Barthes (1915-1980) was a French literary theorist, philosopher,
linguist, critic, and semiotician

12. Semiotics and Roland Barthes
Barthes is credited with 3 key ideas that you are required to know and
understand
• [Media] Texts communicate their meanings through a process of
signification
• Signs can function at the level of denotation, which involves the ‘literal’ or
common-sense meaning of the sign, and at the level of connotation, which
involves the meanings associated with or suggested by the sign.
• Constructed meanings can come to seem self-evident, achieving the status
of myth through a process of naturalisation.

13. Signification: Denotation & Connotation
THE SIGNIFIED
The concept/ meaning/associations that
the sign refers to (i.e. BLUE is often
associated with sadness or the sea etc.).
= The CONNOTATION(S)
THE SIGNIFIER
The actual thing: a word, colour or
image (i.e. the colour BLUE).
= The DENOTATION
THE
SIGN
+
=

14. The Sign: Example
The Signifier
(denotes)
The Signified
(connotes)
X

15. The Sign: Example
The Signifier
(denotes)
The Signified
(connotes)
Two black lines crossing
each other diagonally
X

16. The Sign: Example
The Signifier
(denotes)
The Signified
(connotes)
Two black lines crossing
each other diagonally
The letter ‘X’,
The Roman numeral 10,
A Kiss,
Treasure,
Incorrect,
Danger,
Toxic,
No,
A signature
Unknown
‘Extra’
X

17. The Sign: Example
The Signifier
(denotes)
The Signified
(connotes)
The connotations may change depending upon who is interpreting the sign and the cultural
context.
The denotation always stays the same.

18. Media Textual Analysis, Signs and Codes
When deconstructing media texts to analyse them, we are
breaking them down into signs or codes.
Media texts may be made out of a range of types of codes
Visual Codes: use of colour, costume, gesture,
expression, font, etc
Technical Codes; use of camera (framing, angle), editing,
audio and SFX (*Induction hwk)

19. Analysing Visual
Codes
Consider this image.
What meaning is made by the use of
• Colour,
• Costume,
• Gesture and expression,
• Props
• Setting
• Other?
What do these codes tell you about the
character /narrative /genre / target
audience?
For each codes – state the demotation and
connotation

20. Colour Costume
Gesture & Expression Other
Analysing Visual Codes