This document provides an introduction to semiotics and media language. It defines key terms like denotation, connotation, and semiotics. Denotation refers to the literal or obvious meaning, while connotation involves cultural associations and symbolic meanings. Semiotics is defined as a system for analyzing visual images and words. The document discusses Ferdinand de Saussure's concept of the signifier, signified, and referent. It also covers Roland Barthes' theory that meanings are constructed through processes of signification and myth-making. Barthes argued that symbolic meanings become naturalized as cultural myths. Examples are provided to illustrate how to identify denotations and connotations, as well as potential myths, in media images

1. Odd one out?

2. Introduction to Media Language
Lesson 5: Semiotics

3. Learning Questions
• What is denotation and connotation?
• What is semiotics?
• What is Roland Barthes theory on
‘Signification’ and ‘Myth’?

4. Definitions…
Write definitions for the following…
• Semiotics
• Denotation
• Connotation

5. Definitions…
Write definitions for the following…
• Semiotics – a system for analysing and deconstructing
visual and moving images and words
• Denotation
• Connotation

6. Definitions…
Write definitions for the following…
• Semiotics – a system for analysing and deconstructing
visual and moving images and words
• Denotation - the first and simplest level of meaning of an
image
• Connotation

7. Definitions…
Write definitions for the following…
• Semiotics – a system for analysing and deconstructing
visual and moving images and words
• Denotation - the first and simplest level of meaning of an
image
• Connotation – the meaning attributable to an image
beyond the obvious denotational level

8. Ferdinand de Saussure
1857 - 1913
• Ferdinand de Saussure asked the question
“why does a word mean what it means”?
• He developed a system that could be applied to all
“signs” not just words
• He claimed that a sign was composed of three
elements
Signifier
(sound, image
etc)
Signified
(the concept)
Referent
(real item)

10. Romance/
Love
Human Heart

11. What are the connotations of these
images?

12. DENOTE? CONNOTE?
What you see/hear
What it is
Noun
What it means
American
flag/colours
Cape
Hands on hips
Patriotic
Superhero
genre
Strong and
determined

13. Try it yourself!
Discuss 2 things that you can denote from one or
more of the above images e.g. costume, colours
shot type, posture etc.
Then consider what your denotations
could connote for example; about the
genre, characters, storyline, target
audience, themes etc.
1.
2.

14. Semiotics
• In semiotics, denotation and connotation are
terms describing the relationship between the
signifier and its signified. A distinction is
made between two types of signifieds: a
denotative signified and a connotative
signified. Most semioticians argue that no sign
is purely denotative - lacking connotation.

15. Roland Barthes
Media Studies: Key Theory
Media Language

16. Roland Barthes’ Model
• Extending on Saussure’s Langue, Barthes
studied Popular Culture as a language in itself
– looking for the meaning in the images or
events themselves.
• Barthes saw all culture as a text to be read
• He argued that all objects or images were
constructed to convey meaning

17. Roland Barthes
• The idea that meaning is created in texts
through a process called ‘signification’
• Two levels of ‘signification’: Denotation
(literal) Connotation (symbolic)
• Meanings that are symbolic are often seen as
‘natural’ described by Barthes as ‘myths’.

18. What could the myths be attached
these images?

19. What do these colours connote to
you?
Do any of your connotations link
to cultural myths?

20. Riverdale
What cultural myths
could you attach to these
images from Riverdale?

21. Gender roles in other cultures
Gender roles aren’t
fixed and vary in
different cultures

22. Gender roles evolving
in Western cultures

23. The ‘myth’ attached to
gender roles still
influence our culture

24. Reviewing Media Language and
Semiotics: Main Activity
• Watch the following sequence
• Fill in your works sheets with examples of
media language (denotations)
• Make links to what the media language is
communicating (connotations)
• Consider what myths are associated with what
you have noted
• Discuss in groups and share with the class

26. And finally…
• Write down 2 sentences about the semiotics
of the clip
• Use your completed sheet to help you
• Try to use the key terms: denotation,
connotation, signifier and signified, myth
• Be prepared to share your ideas with the class