This document provides an overview of semiology and structuralism. It defines semiology as the study of signs and how they are used to convey messages. Structuralism views phenomena through structures and relations rather than causes. Signs are composed of a signifier and signified. Meaning is constructed through shared sign systems rather than reflecting objective reality. The document outlines various concepts in semiology, including denotation vs connotation and the different orders of signification.
El documento describe las diferentes funciones de los objetos de diseño como signos en el proceso comunicativo. Identifica 8 funciones: referencial (informar), connotativa (provocar reacción), emotiva (expresar actitud del emisor), poética (valor estético), fática (mantener contacto), metalingüística (definir significado), fática (guiar atención del receptor a través del medio), y fática en un cartel (seducir al espectador resaltando puntos clave). El objetivo general es explicar cómo los objetos de diseño
El documento define y describe los conceptos de código, signo, icono y símbolo. Un código es un sistema de signos que permite transmitir ideas y experiencias mediante el convencionalismo y requiere aprendizaje. Un signo puede ser cualquier elemento utilizado para simbolizar un significado en el lenguaje humano. Un icono es una imagen que representa un objeto o idea de manera analógica o simbólica. Un símbolo es un signo que transmite un mensaje más allá de la semejanza o contigüidad, representando una idea.
Semiotics is the study of signs and symbols and their interpretation. A sign is composed of the signifier, which is the form the sign takes, and the signified, which is the concept the sign represents. There is an arbitrary relationship between the signifier and signified. Meaning is constructed through a system of differences between signs rather than being intrinsic to any single sign. A word's denotation is its basic meaning, while its connotation encompasses emotional and cultural associations.
This slide deck introduces the audience to semiotics, a discipline of social sciences that extends to structural linguistics to the analyses of verbal, visual, and spatial sign systems. Semiotics exceeds the rhetorical or content analyses of brand meaning as it casts light on cultural codes that structure the phenomenal world into semantic categories that implicates customers in the brand world. Sudio Sudarsan demonstrates the application of semiotics to brand building using a century-old brand, the Muthoot Group.
El documento presenta una introducción a la semiótica, definiéndola como el estudio de los signos y sus sistemas de comunicación. Explica que Platón y Aristóteles fueron precursores al reflexionar sobre el origen del lenguaje. Menciona a Saussure como el fundador de la semiología y a Peirce como el padre de la semiótica moderna, destacando sus teorías sobre los signos. Finalmente, resume las contribuciones de autores como Barthes, Eco y Morris a este campo de estudio.
Well, I was given an assignment wherein two groups were made and given the same topic to present upon the winning team would get full marks and the losing one gets 50%.... here i give you the best presentation I have ever made in the pressure of getting full marks
El documento resume los conceptos clave de la retórica de la imagen y las figuras retóricas. Explica que Roland Barthes aplicó por primera vez las figuras retóricas al análisis de publicidad e identificó tres tipos de mensajes. También clasifica las figuras retóricas en cuatro grupos y define figuras como metáfora, metonimia, hipérbole y otras que actúan sobre la materia, sintaxis, significado y lógica del discurso.
The document discusses semiotics, the study of signs and how they are used in communication. It provides examples of different types of signs including icons, indexes, and symbols. It also discusses how visual codes like lighting, color, and composition are used in media texts to convey certain meanings and appeal to target audiences.
El documento describe las diferentes funciones de los objetos de diseño como signos en el proceso comunicativo. Identifica 8 funciones: referencial (informar), connotativa (provocar reacción), emotiva (expresar actitud del emisor), poética (valor estético), fática (mantener contacto), metalingüística (definir significado), fática (guiar atención del receptor a través del medio), y fática en un cartel (seducir al espectador resaltando puntos clave). El objetivo general es explicar cómo los objetos de diseño
El documento define y describe los conceptos de código, signo, icono y símbolo. Un código es un sistema de signos que permite transmitir ideas y experiencias mediante el convencionalismo y requiere aprendizaje. Un signo puede ser cualquier elemento utilizado para simbolizar un significado en el lenguaje humano. Un icono es una imagen que representa un objeto o idea de manera analógica o simbólica. Un símbolo es un signo que transmite un mensaje más allá de la semejanza o contigüidad, representando una idea.
Semiotics is the study of signs and symbols and their interpretation. A sign is composed of the signifier, which is the form the sign takes, and the signified, which is the concept the sign represents. There is an arbitrary relationship between the signifier and signified. Meaning is constructed through a system of differences between signs rather than being intrinsic to any single sign. A word's denotation is its basic meaning, while its connotation encompasses emotional and cultural associations.
This slide deck introduces the audience to semiotics, a discipline of social sciences that extends to structural linguistics to the analyses of verbal, visual, and spatial sign systems. Semiotics exceeds the rhetorical or content analyses of brand meaning as it casts light on cultural codes that structure the phenomenal world into semantic categories that implicates customers in the brand world. Sudio Sudarsan demonstrates the application of semiotics to brand building using a century-old brand, the Muthoot Group.
El documento presenta una introducción a la semiótica, definiéndola como el estudio de los signos y sus sistemas de comunicación. Explica que Platón y Aristóteles fueron precursores al reflexionar sobre el origen del lenguaje. Menciona a Saussure como el fundador de la semiología y a Peirce como el padre de la semiótica moderna, destacando sus teorías sobre los signos. Finalmente, resume las contribuciones de autores como Barthes, Eco y Morris a este campo de estudio.
Well, I was given an assignment wherein two groups were made and given the same topic to present upon the winning team would get full marks and the losing one gets 50%.... here i give you the best presentation I have ever made in the pressure of getting full marks
El documento resume los conceptos clave de la retórica de la imagen y las figuras retóricas. Explica que Roland Barthes aplicó por primera vez las figuras retóricas al análisis de publicidad e identificó tres tipos de mensajes. También clasifica las figuras retóricas en cuatro grupos y define figuras como metáfora, metonimia, hipérbole y otras que actúan sobre la materia, sintaxis, significado y lógica del discurso.
The document discusses semiotics, the study of signs and how they are used in communication. It provides examples of different types of signs including icons, indexes, and symbols. It also discusses how visual codes like lighting, color, and composition are used in media texts to convey certain meanings and appeal to target audiences.
Este documento presenta un resumen de cinco capítulos sobre semiología. El Capítulo I discute las funciones lingüísticas y los medios de comunicación. El Capítulo II cubre la significación y la forma del signo. El Capítulo III describe los códigos lógicos. El Capítulo IV analiza los códigos estéticos. Finalmente, el Capítulo V examina los códigos sociales.
1) Media texts are composed of signs, which can have multiple meanings depending on their denotation and connotations.
2) Signs take on dominant meanings when viewed in the context of other signs through codes. Anchorage and cropping are used to guide interpretation of signs.
3) However, signs can still be open to polysemic, or multiple, interpretations depending on a person's cultural and experiential background knowledge. Understanding how signs operate individually and together through codes is important for interpreting media texts.
El documento presenta una breve línea de tiempo de pensadores clave en el desarrollo de la semiótica y sus definiciones de signos, desde Aristóteles en el 348 a.C hasta Charles Peirce en 1950. Figuras como Aristóteles, Santo Tomás de Aquino, John Locke, Yuri Lotman clasificaron y definieron signos y su relación con la realidad y el conocimiento. Charles Peirce influyó la semiótica moderna al definir el signo como algo que representa algo para alguien en algún sentido.
La semiología es la disciplina que estudia los signos y la producción de significado en las sociedades humanas. Analiza fenómenos como objetos con sentido, sistemas de significación, lenguajes y discursos. Surge del griego "semion" que significa signo. Dos de sus principales teóricos fueron Ferdinand de Saussure y Charles Peirce, quienes definieron al signo lingüístico y sus componentes de significante, significado y referente. La semiología tiene diversos campos como la semiótica clínica, zoosemi
Semiotics is the study of signs and sign systems. It examines how people understand phenomena and share that understanding through communication. There are three main branches of semiotics: semantics, which studies the relationship between signs and what they refer to; syntactics, which looks at relationships among signs in formal structures; and pragmatics, which considers the relationship between signs and their effects on people. Signs take on meaning through a three stage process of perception, interpretation, and response. They can also convey different values through detachment, dominance, or dependence.
This document provides information on logos, including their definition, history, types, and elements of effective logo design. It defines a logo as a graphical element that forms a trademark or brand along with its logotype. The history section outlines how logos have evolved from early inventions like seals and coins to the modern abstract logos of today. It also describes the types of logos such as symbols, word marks, letter marks, combination marks, and emblems. The document concludes with principles of effective logo design such as simplicity, memorability, timelessness, versatility, and appropriateness.
El documento define la retórica como el arte de comunicar de manera eficaz para deleitar, persuadir o conmover. Explica que la retórica es una herramienta importante para la publicidad al permitir una explicación clara y persuasiva de los productos. Además, detalla algunas técnicas retóricas como la alegoría e inventio, dispositio y elocutio que guían la elaboración de mensajes publicitarios efectivos.
Este documento define el concepto de signo y describe las tres clases principales de signos según la teoría de Charles Sanders Peirce. 1) Los indicios tienen una relación física o de causa y efecto con lo que representan, como huellas o humo. 2) Los iconos se parecen a lo que representan, como pinturas o mapas. 3) Los símbolos tienen una relación arbitraria establecida por acuerdo, como palabras, números o banderas.
El documento explica la diferencia entre paradigmas y sintagmas, que son dos maneras de organizar signos en códigos. Los paradigmas son conjuntos de signos asociados que pertenecen a una misma categoría, mientras que los sintagmas son combinaciones ordenadas de signos que forman unidades significativas. Estas dos dimensiones se presentan como ejes ortogonales, siendo el eje vertical el paradigma y el eje horizontal el sintagma.
El documento proporciona información sobre señalización y señalética. Explica que la señalización se utiliza para regular el movimiento de personas y vehículos en espacios externos a través de un sistema universal de conductas, mientras que la señalética identifica servicios dentro de entornos específicos utilizando códigos locales. También describe los diferentes tipos de señales, elementos como la tipografía, colores y pictogramas que componen la señalización y señalética, así como sus características y clasific
(1) A semiótica estuda os signos e a comunicação. (2) As palavras podem ser consideradas signos, apesar de inicialmente não parecerem, pois estão submetidas a códigos linguísticos. (3) Ao incluir as palavras no estudo dos signos, a semiótica amplia seu escopo para abarcar toda expressão, comunicação e pensamento humanos.
Este documento describe diferentes tipos de lenguaje visual como signos, símbolos, marcas, logotipos, pictogramas, señales y monogramas. Explica que un signo representa un objeto o idea, un símbolo representa una realidad de forma abstracta, una marca identifica el origen de un producto, un logotipo es la firma de una empresa, un pictograma transmite un mensaje de forma simplificada, una señal comunica mensajes de forma abstracta dentro de figuras geométricas, y un monograma es un símbolo formado por le
El documento clasifica los signos en tres tipos: indicios, iconos y símbolos. Los indicios son fenómenos naturales involuntarios que no tienen intención comunicativa. Los iconos intentan parecerse a lo que representan y pueden entenderse sin conocer el código. Los símbolos requieren conocer el código para interpretarlos y la mayoría de palabras son símbolos.
This document defines key terms used in media studies. It outlines terms such as primary and secondary audiences, demographics, institutions, representation, sub-genres, hybrid genres, brand reach, synergy, convergence, user generated content, distribution, readership, and circulation. It also defines additional relevant terms like disposable income, social groups, brand loyalty, connotation, denotation, and uses and gratifications.
Roland Barthes fue un crítico, ensayista y semiólogo francés que realizó importantes contribuciones al campo de la semiótica. Algunas de sus obras más destacadas incluyen Mitologías, El grado cero de la escritura y Fragmentos de un discurso amoroso. Barthes consideró que todas las formas de comunicación son artificiales y están basadas en estructuras sociales, no en un estado natural. Aplicó el análisis semiológico a diversos campos como la literatura, el cine y las relaciones sociales para estudiar
Este documento discute los códigos visuales y cómo la semiótica no se limita al lenguaje. Explica que los códigos visuales tienen su propia estructura vinculada a los principios de percepción. Los signos icónicos reproducen algunas condiciones de la percepción del objeto una vez seleccionadas por medio de códigos de reconocimiento y anotadas por medio de convenciones gráficas. También destaca que todas nuestras operaciones figurativas están reguladas por una convención y que los artistas traducen lo que ven en
1. El documento habla sobre la introducción a la señalización y señalética, explicando que la señalización busca orientar a las personas en espacios mediante el uso de señales visuales de forma universal e instantánea. 2. La señalética se refiere al diseño de sistemas de señales para identificar y facilitar el acceso a servicios en entornos específicos. 3. Una buena señalización y señalética puede ahorrar tiempo y mejorar la calidad de vida de las personas.
La semiótica es el estudio de los signos. Los signos son la unidad mínima de significado que nos permite representar y significar objetos. Existen diferentes tipos de signos como los naturales, artificiales, símbolos, iconos e índices. Los signos también se pueden clasificar según su denotación y connotación. Para que un signo sea entendido, debe considerarse su forma, significado y uso pragmático.
The document discusses OM PRAKASH PFC and his character traits and actions as a public servant. It describes him as courageous, capable, dependable, logical, and having high self-esteem despite coming from a feudal family. It also discusses how he believed in honesty, transparency, sincerity and introduced a reward system. While usually strict, he was considerate in genuine cases. The document raises questions about whether he was entirely ethical in all of his dealings, using an example of how he tactfully handled a situation with a politician.
The JustGO solution provides a complete mobile e-commerce platform for businesses. It allows businesses to reach customers in real time on their mobile phones, communicate products and offers, provide customer service conveniently, and enable mobile purchases. The platform includes modules for payments, receipts, product content, loyalty programs, and integrates with backend systems. It brings seamless integration of retail point-of-sale systems and web services with mobile devices.
Este documento presenta un resumen de cinco capítulos sobre semiología. El Capítulo I discute las funciones lingüísticas y los medios de comunicación. El Capítulo II cubre la significación y la forma del signo. El Capítulo III describe los códigos lógicos. El Capítulo IV analiza los códigos estéticos. Finalmente, el Capítulo V examina los códigos sociales.
1) Media texts are composed of signs, which can have multiple meanings depending on their denotation and connotations.
2) Signs take on dominant meanings when viewed in the context of other signs through codes. Anchorage and cropping are used to guide interpretation of signs.
3) However, signs can still be open to polysemic, or multiple, interpretations depending on a person's cultural and experiential background knowledge. Understanding how signs operate individually and together through codes is important for interpreting media texts.
El documento presenta una breve línea de tiempo de pensadores clave en el desarrollo de la semiótica y sus definiciones de signos, desde Aristóteles en el 348 a.C hasta Charles Peirce en 1950. Figuras como Aristóteles, Santo Tomás de Aquino, John Locke, Yuri Lotman clasificaron y definieron signos y su relación con la realidad y el conocimiento. Charles Peirce influyó la semiótica moderna al definir el signo como algo que representa algo para alguien en algún sentido.
La semiología es la disciplina que estudia los signos y la producción de significado en las sociedades humanas. Analiza fenómenos como objetos con sentido, sistemas de significación, lenguajes y discursos. Surge del griego "semion" que significa signo. Dos de sus principales teóricos fueron Ferdinand de Saussure y Charles Peirce, quienes definieron al signo lingüístico y sus componentes de significante, significado y referente. La semiología tiene diversos campos como la semiótica clínica, zoosemi
Semiotics is the study of signs and sign systems. It examines how people understand phenomena and share that understanding through communication. There are three main branches of semiotics: semantics, which studies the relationship between signs and what they refer to; syntactics, which looks at relationships among signs in formal structures; and pragmatics, which considers the relationship between signs and their effects on people. Signs take on meaning through a three stage process of perception, interpretation, and response. They can also convey different values through detachment, dominance, or dependence.
This document provides information on logos, including their definition, history, types, and elements of effective logo design. It defines a logo as a graphical element that forms a trademark or brand along with its logotype. The history section outlines how logos have evolved from early inventions like seals and coins to the modern abstract logos of today. It also describes the types of logos such as symbols, word marks, letter marks, combination marks, and emblems. The document concludes with principles of effective logo design such as simplicity, memorability, timelessness, versatility, and appropriateness.
El documento define la retórica como el arte de comunicar de manera eficaz para deleitar, persuadir o conmover. Explica que la retórica es una herramienta importante para la publicidad al permitir una explicación clara y persuasiva de los productos. Además, detalla algunas técnicas retóricas como la alegoría e inventio, dispositio y elocutio que guían la elaboración de mensajes publicitarios efectivos.
Este documento define el concepto de signo y describe las tres clases principales de signos según la teoría de Charles Sanders Peirce. 1) Los indicios tienen una relación física o de causa y efecto con lo que representan, como huellas o humo. 2) Los iconos se parecen a lo que representan, como pinturas o mapas. 3) Los símbolos tienen una relación arbitraria establecida por acuerdo, como palabras, números o banderas.
El documento explica la diferencia entre paradigmas y sintagmas, que son dos maneras de organizar signos en códigos. Los paradigmas son conjuntos de signos asociados que pertenecen a una misma categoría, mientras que los sintagmas son combinaciones ordenadas de signos que forman unidades significativas. Estas dos dimensiones se presentan como ejes ortogonales, siendo el eje vertical el paradigma y el eje horizontal el sintagma.
El documento proporciona información sobre señalización y señalética. Explica que la señalización se utiliza para regular el movimiento de personas y vehículos en espacios externos a través de un sistema universal de conductas, mientras que la señalética identifica servicios dentro de entornos específicos utilizando códigos locales. También describe los diferentes tipos de señales, elementos como la tipografía, colores y pictogramas que componen la señalización y señalética, así como sus características y clasific
(1) A semiótica estuda os signos e a comunicação. (2) As palavras podem ser consideradas signos, apesar de inicialmente não parecerem, pois estão submetidas a códigos linguísticos. (3) Ao incluir as palavras no estudo dos signos, a semiótica amplia seu escopo para abarcar toda expressão, comunicação e pensamento humanos.
Este documento describe diferentes tipos de lenguaje visual como signos, símbolos, marcas, logotipos, pictogramas, señales y monogramas. Explica que un signo representa un objeto o idea, un símbolo representa una realidad de forma abstracta, una marca identifica el origen de un producto, un logotipo es la firma de una empresa, un pictograma transmite un mensaje de forma simplificada, una señal comunica mensajes de forma abstracta dentro de figuras geométricas, y un monograma es un símbolo formado por le
El documento clasifica los signos en tres tipos: indicios, iconos y símbolos. Los indicios son fenómenos naturales involuntarios que no tienen intención comunicativa. Los iconos intentan parecerse a lo que representan y pueden entenderse sin conocer el código. Los símbolos requieren conocer el código para interpretarlos y la mayoría de palabras son símbolos.
This document defines key terms used in media studies. It outlines terms such as primary and secondary audiences, demographics, institutions, representation, sub-genres, hybrid genres, brand reach, synergy, convergence, user generated content, distribution, readership, and circulation. It also defines additional relevant terms like disposable income, social groups, brand loyalty, connotation, denotation, and uses and gratifications.
Roland Barthes fue un crítico, ensayista y semiólogo francés que realizó importantes contribuciones al campo de la semiótica. Algunas de sus obras más destacadas incluyen Mitologías, El grado cero de la escritura y Fragmentos de un discurso amoroso. Barthes consideró que todas las formas de comunicación son artificiales y están basadas en estructuras sociales, no en un estado natural. Aplicó el análisis semiológico a diversos campos como la literatura, el cine y las relaciones sociales para estudiar
Este documento discute los códigos visuales y cómo la semiótica no se limita al lenguaje. Explica que los códigos visuales tienen su propia estructura vinculada a los principios de percepción. Los signos icónicos reproducen algunas condiciones de la percepción del objeto una vez seleccionadas por medio de códigos de reconocimiento y anotadas por medio de convenciones gráficas. También destaca que todas nuestras operaciones figurativas están reguladas por una convención y que los artistas traducen lo que ven en
1. El documento habla sobre la introducción a la señalización y señalética, explicando que la señalización busca orientar a las personas en espacios mediante el uso de señales visuales de forma universal e instantánea. 2. La señalética se refiere al diseño de sistemas de señales para identificar y facilitar el acceso a servicios en entornos específicos. 3. Una buena señalización y señalética puede ahorrar tiempo y mejorar la calidad de vida de las personas.
La semiótica es el estudio de los signos. Los signos son la unidad mínima de significado que nos permite representar y significar objetos. Existen diferentes tipos de signos como los naturales, artificiales, símbolos, iconos e índices. Los signos también se pueden clasificar según su denotación y connotación. Para que un signo sea entendido, debe considerarse su forma, significado y uso pragmático.
The document discusses OM PRAKASH PFC and his character traits and actions as a public servant. It describes him as courageous, capable, dependable, logical, and having high self-esteem despite coming from a feudal family. It also discusses how he believed in honesty, transparency, sincerity and introduced a reward system. While usually strict, he was considerate in genuine cases. The document raises questions about whether he was entirely ethical in all of his dealings, using an example of how he tactfully handled a situation with a politician.
The JustGO solution provides a complete mobile e-commerce platform for businesses. It allows businesses to reach customers in real time on their mobile phones, communicate products and offers, provide customer service conveniently, and enable mobile purchases. The platform includes modules for payments, receipts, product content, loyalty programs, and integrates with backend systems. It brings seamless integration of retail point-of-sale systems and web services with mobile devices.
The document uses images from Hubble telescope and other space observations to help put life's problems into perspective. It shows pictures of galaxies, nebulae, planets, and other astronomical objects to illustrate how small and insignificant human problems are in the grand scheme of the universe. It concludes by showing an image of Earth taken from deep space to represent how although humans may feel powerful, we are all living on a small, fragile planet and should consider what is truly important.
It is a Presentation on Analysis of Fixed and Floating Interest rates of PGCIl Bonds. Also has the issue procedure of Bonds Issue and Characterstics of Bonds( YTM, Duration and Convexity)
The document discusses textual analysis and how to analyze different types of texts. It introduces various concepts for analyzing texts, including asking questions about the subject, purpose, audience and type of text. It also discusses different approaches to textual analysis, such as the process school approach and using Lasswell's formula, which focus on elements like the sender, receiver, channel and intended effect.
1) The document analyzes the resignation of Yatin Kak as the leader of a company and the resulting unrest among employees.
2) It profiles Kak, the new leader Tridev Puri, and another executive Kalra based on their leadership styles and personalities.
3) The analysis uses several leadership models like the Big Five personality traits, Fiedler's model, and Path Goal Theory to compare the different styles and their suitability for the organization.
Culture and Candidate Experience, with Zappos HR Team Christa Foley and Brand...Brazen
Zappos is an online shoe and clothing retailer founded in 1999 that has grown to over 4,000 employees across locations in Kentucky, Nevada, and California. It prides itself on excellent customer service and a fun, unique company culture defined by its 10 core values such as delivering wow through service, embracing and driving change, and building open and honest relationships. The company aims to recruit and hire candidates that fit within this culture in order to sustain its success.
This document provides an overview of semiology and structuralism. It defines semiology as the study of signs and how they are used to convey messages. Structuralism views phenomena through structures and relations rather than causes. Some key aspects of semiology discussed include: signs being made up of a signifier and signified; motivated vs unmotivated signs; denotation vs connotation; and the three orders of signification.
1) This document provides information about Grade 2 at the International School of Monaco (ISM) including the teachers, units of study, and focus areas for numeracy, literacy, and homework.
2) Literacy focuses on writing, organization, sentence structure, mechanics and handwriting. Spelling and reading are also emphasized.
3) Homework policies are discussed briefly noting the debate around benefits for elementary-aged students, with a focus on reading at home.
4) Communication between home and school is highlighted as important for student success. Contact information is provided.
Leonard, Schechter and Associates, Inc. registered as a foreign agent of the Government of Honduras on September 18, 2009. The registration is currently active and represents Honduras' interests. The Department of Justice recognizes that some FARA documents may not be accessible and requests users contact them if any materials interfere with accessibility so they can provide alternative formats.
Mr. Becharbhai, the master mechanic at Andheri Workshop, left his job after Mr. Ismail, the owner, hired five new trainees. Becharbhai belonged to the old school of thought and lacked a formal education, making it difficult for him to adapt to the changes in recruitment. He was also insecure in the workplace and did not get along with the new employees. Reasons for Becharbhai's departure included generational differences, domestic problems, a desire to do everything himself, ego issues, and insecurity in the workplace.
The document provides instructions for answering questions about a scene from the film Hulk. It asks the test taker to:
1) Identify an example of sound used in the scene and why it is used. Describe how two techniques are used to create tension.
2) Identify a typical superhero theme in the scene and explain what makes it typical. Discuss how this theme is used in another superhero film.
3) Explain how DVD covers encourage renting or buying by referring to elements like stars, fonts, positioning, and extras.
4) Design a disaster movie box set by choosing two films, describing an extra feature, designing the cover, and explaining how it will help sell the
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
This document provides an overview of semiotic analysis and key semiotic concepts. It begins by defining semiotics as the study of signs and sign systems. Some key points made include:
- Semiotics examines how meaning is constructed through signs such as words, images, sounds, gestures and objects.
- Ferdinand de Saussure distinguished between the signifier (form of the sign) and the signified (concept represented).
- Charles Sanders Peirce developed a triadic model of the sign consisting of the representamen (sign vehicle), object (referent), and interpretant (sense made of the sign).
- Signs can function as icons, indexes or symbols depending on their relationship to what they
Structuralism examines underlying structures and systems that govern cultural artifacts like language, art, and literature. The document discusses the origins and key concepts of structuralism developed by Swiss linguist Ferdinand de Saussure in the early 20th century. Specifically, it outlines Saussure's ideas about signs being composed of signifiers and signifieds, the distinction between langue and parole, and analyzing cultural elements through binary oppositions and deep underlying structures rather than surface elements or authorial intent alone. Structuralism views shared deep structures as universal across cultures and time periods.
(Material) Media Society - Lecture for week #8 - Updated.pdfMenreetGerges1
This document provides an overview of key concepts in media analysis and semiotics. It defines a media text as having various forms across different media platforms. It discusses analyzing media texts through semiotics, the study of signs and symbols. Specifically, it examines the work of Ferdinand de Saussure and Charles Sanders Peirce on defining signs and the relationships between signifiers, signifieds, and interpretants. It also distinguishes between denotative and connotative meanings in signs. The document is intended to prepare students for analyzing representations of social inequality in media texts using these semiotic frameworks.
Difference Between Semiotic Analysis And EthnographyKate Loge
This document discusses semiotic analysis and ethnography as qualitative research methods. It examines the relationship between the two methods and how they contribute to media and cultural research. Semiotic analysis focuses on signs and symbols, while ethnography involves immersing oneself in a culture to observe behaviors, beliefs, and languages. The document provides examples of how semiotics plays a role in ethnographic research. It also discusses how these qualitative research methods help analyze media texts and cultural productions.
Semiotics is the study of meanings and signs. It examines how meaning is derived from texts, images, and other signs through social interpretation. The field has its roots in ancient Greek philosophy but was modernized by linguists like Saussure and Pierce in the 19th/20th centuries. Semiotics is relevant to information science because both fields study representation and the social construction of meaning from signs and culture. It provides frameworks for understanding how information and language acquire context-dependent meanings.
Sign Systems - Key Media Theorist Summarieskhalfyard
This document provides summaries of several key media theorists and their theories about sign systems:
- Claude Levi-Strauss analyzed binary oppositions that drive narratives and concluded signs can be both successful and unsuccessful depending on interpretation.
- Charles Sanders Peirce developed a triadic model of the sign consisting of a representamen, interpretant, and object.
- Jacques Derrida suggested deconstructing texts by finding binary pairs and emphasized that signs only have meaning through contrast.
- Noam Chomsky viewed the media as manipulating society for profit through its use of signs.
- Ferdinand de Saussure stated that all linguistic signs are composed of a signifier and signified.
Structuralism and semiotics analyze underlying structures and systems of meaning. Semiotics is the study of signs and how they create meaning, including words, images, colors, symbols and more. Structuralism emerged from linguistics and semiotics, seeing the world as made up of relational structures. It focuses on how parts relate within the whole system. Structuralism sees language as a system of arbitrary signs whose meaning comes from their relationships and differences. It looks at deeper binary oppositions and paradigmatic relationships between concepts.
the symbolic messages of two pairs of advertisements (perfumes and cigarettes) are decoded using semiotic analysis in order to compare the different strategies that are utilized to target different customer groups according to demographic variables such as gender and age. The findings of the semiotic analysis are discussed from the point of view of effective advertising campaigns.
Different Culture - Different sign perceptionguest5efb65
This document discusses how culture shapes our perception and interpretation of signs. It explains that one's culture provides the "lens" through which we view the world and the "logic" by which we make sense of it. Signs take on meaning based on the cultural codes and conventions of a society. Different cultures may assign different meanings to the same sign or symbol. Understanding the codes and deeper philosophies of other cultures can help overcome miscommunication that arises from cultural differences in interpretation.
This document discusses the study of meaning and semantics. It begins by defining meaning as the relation between a sign and its referent. Meanings can be concrete, referring to real-world objects, or abstract, referring to ideas. Words can have denotative meanings, which encode their basic referent, as well as connotative meanings, which extend the word's usage. Figurative language like metaphor and metonymy also contribute to a word's meaning. Theories from philosophers like Austin and Searle are discussed regarding how language performs acts. Gestures are also found to reinforce meanings in utterances. Conceptual metaphors shape abstract thought, with metaphors rooted in embodied experiences.
Examples Of Semiotic Analysis
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This document discusses key concepts in media studies related to analyzing images and texts. It defines texts as any media product that can be read, including TV, films, radio, newspapers and magazines. Codes are rules or conventions that create meaning when signs are combined in a syntagm, or series. Different types of codes are discussed, such as dress codes, color codes, and technical codes. Semiotics, coined by Saussure and expanded on by Barthes, is introduced as the study of signs and how they construct meaning. Signs are made up of a signifier and signified, and can be symbolic, iconic, or indexical in nature.
Fundamentals of visual communication unit ivRangarajanN6
Semiotics is the study of sign processes and sign systems. It explores how meaning is constructed and communicated through signs like words, images, sounds, and behaviors. There are two main traditions in semiotics - the Saussurean tradition which views a sign as consisting of a signifier and signified, and the Peircean tradition which views a sign as having three components: the representamen, object, and interpretant. Semiotics has roots in structuralism and includes the study of semantics, syntactics, and pragmatics. It is applicable to understanding various forms of communication beyond just language.
The essay discusses T.S. Eliot's modernist poem "The Waste Land" and how it challenges conventional understandings of language and meaning. The fragmented text seems to leave something absent that readers try to find. Critics have looked outside the text for clues to its meaning. The poem depicts a barren landscape where language consists of a disordered pile of broken images, calling into question language's ability to represent reality in a meaningful way.
Key Concepts in Media Studies Lecture 3 SemioticsMarcus Leaning
An introductory lecture on semiotics covering concepts such as the sign, signifier, signified, referent, paradigmatic and syntagmatic analysis, indexical, iconic and symbolic signs.
Given as part of the Key Concepts in Media Studies 1st year module of the BA (hons) Media Studies at the University of Winchester in the UK.
Language and context language as a semiotic system (mercedes, carla, alexan...rominacheme
Language is closely linked to context in three ways: 1) Our ability to predict appropriate language depends on understanding context; 2) Understanding meaning requires understanding context; 3) Language constructs our view of the world differently depending on context. Context can be analyzed on two levels: genre (broader sociocultural context) and register (specific situational context defined by field, tenor, and mode). Language creates meaning through three metafunctions - ideational, interpersonal, and textual - that relate to these context levels. As a semiotic system, language constructs meaning through arbitrary associations between expressions and their contents within a particular context.
The document discusses how the media codifies meanings through signs and symbols. It explains that signs can be visual, audio, or other forms that viewers associate with particular ideas based on social and cultural codes. The media constructs images and uses techniques like camera angles, lighting, and music to influence how audiences interpret and derive meaning from messages. While the denotation or immediate meaning of a sign is intended by the media, the connotation or indirect meaning depends on each audience member's social and cultural context. Therefore, audiences are not entirely passive but decode messages based on their own ideologies. In this way, the media aims to guide audience interpretation through semiotics but interpretation is also shaped by individual viewers.
1) Semiotics is the study of meaning-making and interpretation of signs, including how signs are used in language, rituals, culture, images, and architecture.
2) In architecture, the form and functions of buildings can communicate meanings beyond their actual uses. Features like volume, mass, texture, and material can suggest concepts, and designs can evoke feelings in people's minds.
3) Architectural signs have both denotations relating to their functions, as well as connotations relating to deeper meanings and interpretations influenced by cultural and psychological factors. The perception of architecture involves understanding these sign systems.
Semiotics is the study of signs and symbols and their use in interpretation. It examines everything that can be considered a sign, including words, images, sounds, gestures, and objects. Ferdinand de Saussure was influential in proposing the concepts of the signifier (the form that the sign takes) and the signified (the concept or idea to which it refers). Charles Sanders Peirce built on this, categorizing signs as icons, indexes, or symbols. He described a triadic relationship between the sign or representamen, the object it refers to, and the interpretant or sense made of the sign. The meaning or concept expressed by a sign is called the signified, distinct from its physical form or
This document provides guidance for students on an externally set photography assignment. It includes:
1) A list of photography themes for students to explore, such as the built environment, fantasy, close-up, and fashion photography, alongside examples of photographers known for work in those themes.
2) An instruction to create a visual mind map around one of the themes, making notes and connections between ideas. Students are then asked to take informal test photos based on their mind maps.
3) A discussion is to be held where students share one thing they learned about two of the photography themes from their research.
This document provides guidance on evaluating art and design projects. It outlines three key parts of an evaluation: research and development, finals, and a self-assessment. For the research and development section, it recommends reflecting on themes, ideas development, research materials, artistic influences, techniques explored, and skills developed. For finals, it suggests analyzing formal elements, materials used, intentions vs. outcomes, layout/design, and messages conveyed. The self-assessment portion recommends justifying why evaluations are important, what to include, and how to approach them, with a focus on formal analysis and terminology. Open workshops are also recommended to set targets and work towards finalizing evaluations.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
This document discusses the three key elements of photography: aperture, shutter speed, and ISO. Aperture affects depth of field, shutter speed controls movement capture, and ISO changes the camera sensor's sensitivity. Proper exposure is achieved by balancing these settings - adjusting one requires compensating the others. Metering light allows determining the correct exposure.
Semiotics sees communication as arising from cultural contexts rather than just information exchange. Meaning comes from the interaction between texts and their receivers based on shared codes within a culture. A code is a system of communication that connects signs to rules and shared understandings. Identifying codes in texts is important because codes organize communication and enable meaning, though individual meanings are negotiated. Denotation is the literal meaning of a sign, while connotation involves cultural associations that can vary between individuals. During negotiation, meaning is not fixed but depends on the decoding context. Anchorage provides a written context that orients the preferred reading of an image's signs.
This document discusses analyzing images through their visual elements such as line, texture, pattern, shape, and form. It explains that analyzing images considers framing, composition, depth of field, lighting, meaning, and use of formal elements. When writing about an image, one should describe what is seen literally, analyze techniques used by the photographer like lighting, composition, and formal elements to uncover meaning, and evaluate if the image is effective and what it communicates. Famous photographers like Tim Walker, Don McCullin, Rankin, and Imogen Cunningham are mentioned.
Research and analysis of images take 3Simon Gummer
This document provides guidance on analyzing photographic images. It discusses the formal visual elements of line, texture, pattern, shape, and form. It then profiles several photographers to exemplify each element. The document also covers the basics of image analysis, including framing, composition, lighting, and use of formal elements. When writing about an image, it advises describing the subject matter literally, then analyzing technical and contextual aspects to uncover meaning, and evaluating how effectively the image communicates. Students are given an exercise to discuss images using these analytical techniques.
Research and analysis of images take 2Simon Gummer
This document discusses analyzing images through examining their visual elements such as line, texture, pattern, shape, and form. It explains that analyzing images considers the framing, composition, lighting, meaning, and use of formal elements. The analysis of an image involves describing what is seen, breaking down elements like lighting, composition, and subject matter, and evaluating how effective and influential the image is.
This document discusses various techniques for effective photographic composition including framing, angle, perspective, symmetry, balance, space, and color. It emphasizes that composition allows photographers to convey messages and emotions through carefully framing subjects, experimenting with unique angles and perspectives, balancing elements in the frame, giving subjects space, and using color to impact mood. The document encourages photographers to view composition not as rigid rules but as tools or "ingredients" that can be utilized to create visually compelling photographs.
This document discusses three key elements of photography - line, texture, and pattern. It defines each element and provides examples of photographers who utilize these elements effectively in their work. Lines create depth and movement, texture refers to surface qualities, and patterns are made up of lines and shapes. Students are assigned to find images from artists that demonstrate these three elements for a photography assignment.
This document provides a history of photography from its origins to modern applications. It discusses early innovators like Niepce, Daguerre, and Talbot who developed the first photographic processes in the 1820s-1840s. The daguerreotype and calotype processes allowed photographs to be taken and reproduced. Advances like the wet plate collodion process in the 1850s led to photographs being widely used to document events like the Civil War. Photography was also used in science, medicine, industry, and to document social issues. Further innovations driven by the development of more portable cameras expanded photography's uses through the late 19th century until it became widely accessible to the public by the late 1880s.
The document outlines an initial photography project focused on formal analysis and terminology exploring Imogen Cunningham's work. It then details the creative process of researching flower meanings in different cultures and places linked to people. Test shoots were conducted exploring techniques and using layering in Photoshop before final images were displayed with an explanation of how they were selected.
This document provides guidance on researching and referencing secondary sources for an essay. It discusses finding information from sources like textbooks, articles, and websites to support an essay topic. It emphasizes the importance of integrating quotes and properly referencing sources to avoid plagiarism. The document also provides directions on formatting references in alphabetical order by author surname in a bibliography, and lists the necessary details for referencing different source types like written texts and internet sources.
The document discusses various compositional techniques for strengthening photographs, including using triangles, circles, frames within frames, leading lines, negative space, rhythm, and combining multiple techniques. It provides examples of each technique and encourages the reader to test out the different methods and develop their own signature style.
The document discusses the rule of thirds in composition. The rule of thirds involves dividing an image into thirds both horizontally and vertically, creating nine equal sections. Placing subjects or key elements of a photo at the intersections of these lines can create a more balanced and appealing composition. The rule of thirds has a long history in art and is commonly used in photography, filmmaking, and other visual media because it follows conventions that audiences have come to expect. Examples are provided of tasks applying the rule of thirds to photo editing and storyboarding portrait shots for a newspaper.
This document discusses different sub-genres of portraiture photography including intimate portraits, documentary portraiture, formal portraiture, and fashion photography. It provides examples of prominent photographers within each sub-genre such as Julia Margaret Cameron and Alfred Stieglitz for intimate portraits, Dorothea Lange and Robert Weingarten for documentary portraiture, Annie Leibovitz and Cecil Beaton for formal portraiture, and Mario Testino and Irving Penn for fashion photography. The document also briefly discusses themes of identity within portraiture.
The document discusses the portraiture and fashion photography of Terence Donovan, David Bailey, and Peter Lindbergh. It provides biographies of each photographer and examples of their work. Terence Donovan was a pioneering British fashion photographer known for his work with magazines in the 1960s. David Bailey photographed celebrities and cultural icons in a simple dramatic style. Peter Lindbergh is a renowned German photographer known for his black and white images of supermodels and use of industrial backdrops in fashion photography.
This document discusses the portraiture and fashion photography of Terence Donovan, David Bailey, and Peter Lindbergh. It provides biographies of each photographer and examples of their work. Terence Donovan was a pioneering British fashion photographer known for his work with magazines in the 1960s. David Bailey photographed celebrities and cultural icons in a simple dramatic style. Peter Lindbergh is a renowned German photographer known for his black and white images of supermodels and use of industrial backdrops.
The document discusses genres in art and photography. It defines genre as a category or type of artistic medium defined by its form, content, or technique. Examples of painting genres provided include landscape, portrait, abstract, and styles like expressionist or impressionist. Photography also has many genres including portrait, landscape, documentary, fine art, street photography, fashion, and more. Key genres in photography attempt to capture personality in portraiture, depict locations in landscape, document moments in time for documentary, and focus on meaning for fine art genres. Due to its versatility, photography has many genres and is hard to define as an artistic medium. Some argue this makes it difficult to consider photography a true art form.
For the full video of this presentation, please visit: https://www.edge-ai-vision.com/2024/06/building-and-scaling-ai-applications-with-the-nx-ai-manager-a-presentation-from-network-optix/
Robin van Emden, Senior Director of Data Science at Network Optix, presents the “Building and Scaling AI Applications with the Nx AI Manager,” tutorial at the May 2024 Embedded Vision Summit.
In this presentation, van Emden covers the basics of scaling edge AI solutions using the Nx tool kit. He emphasizes the process of developing AI models and deploying them globally. He also showcases the conversion of AI models and the creation of effective edge AI pipelines, with a focus on pre-processing, model conversion, selecting the appropriate inference engine for the target hardware and post-processing.
van Emden shows how Nx can simplify the developer’s life and facilitate a rapid transition from concept to production-ready applications.He provides valuable insights into developing scalable and efficient edge AI solutions, with a strong focus on practical implementation.
Salesforce Integration for Bonterra Impact Management (fka Social Solutions A...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on integration of Salesforce with Bonterra Impact Management.
Interested in deploying an integration with Salesforce for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
Building Production Ready Search Pipelines with Spark and MilvusZilliz
Spark is the widely used ETL tool for processing, indexing and ingesting data to serving stack for search. Milvus is the production-ready open-source vector database. In this talk we will show how to use Spark to process unstructured data to extract vector representations, and push the vectors to Milvus vector database for search serving.
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Speck&Tech
ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
Ocean lotus Threat actors project by John Sitima 2024 (1).pptxSitimaJohn
Ocean Lotus cyber threat actors represent a sophisticated, persistent, and politically motivated group that poses a significant risk to organizations and individuals in the Southeast Asian region. Their continuous evolution and adaptability underscore the need for robust cybersecurity measures and international cooperation to identify and mitigate the threats posed by such advanced persistent threat groups.
Webinar: Designing a schema for a Data WarehouseFederico Razzoli
Are you new to data warehouses (DWH)? Do you need to check whether your data warehouse follows the best practices for a good design? In both cases, this webinar is for you.
A data warehouse is a central relational database that contains all measurements about a business or an organisation. This data comes from a variety of heterogeneous data sources, which includes databases of any type that back the applications used by the company, data files exported by some applications, or APIs provided by internal or external services.
But designing a data warehouse correctly is a hard task, which requires gathering information about the business processes that need to be analysed in the first place. These processes must be translated into so-called star schemas, which means, denormalised databases where each table represents a dimension or facts.
We will discuss these topics:
- How to gather information about a business;
- Understanding dictionaries and how to identify business entities;
- Dimensions and facts;
- Setting a table granularity;
- Types of facts;
- Types of dimensions;
- Snowflakes and how to avoid them;
- Expanding existing dimensions and facts.
5th LF Energy Power Grid Model Meet-up SlidesDanBrown980551
5th Power Grid Model Meet-up
It is with great pleasure that we extend to you an invitation to the 5th Power Grid Model Meet-up, scheduled for 6th June 2024. This event will adopt a hybrid format, allowing participants to join us either through an online Mircosoft Teams session or in person at TU/e located at Den Dolech 2, Eindhoven, Netherlands. The meet-up will be hosted by Eindhoven University of Technology (TU/e), a research university specializing in engineering science & technology.
Power Grid Model
The global energy transition is placing new and unprecedented demands on Distribution System Operators (DSOs). Alongside upgrades to grid capacity, processes such as digitization, capacity optimization, and congestion management are becoming vital for delivering reliable services.
Power Grid Model is an open source project from Linux Foundation Energy and provides a calculation engine that is increasingly essential for DSOs. It offers a standards-based foundation enabling real-time power systems analysis, simulations of electrical power grids, and sophisticated what-if analysis. In addition, it enables in-depth studies and analysis of the electrical power grid’s behavior and performance. This comprehensive model incorporates essential factors such as power generation capacity, electrical losses, voltage levels, power flows, and system stability.
Power Grid Model is currently being applied in a wide variety of use cases, including grid planning, expansion, reliability, and congestion studies. It can also help in analyzing the impact of renewable energy integration, assessing the effects of disturbances or faults, and developing strategies for grid control and optimization.
What to expect
For the upcoming meetup we are organizing, we have an exciting lineup of activities planned:
-Insightful presentations covering two practical applications of the Power Grid Model.
-An update on the latest advancements in Power Grid -Model technology during the first and second quarters of 2024.
-An interactive brainstorming session to discuss and propose new feature requests.
-An opportunity to connect with fellow Power Grid Model enthusiasts and users.
Taking AI to the Next Level in Manufacturing.pdfssuserfac0301
Read Taking AI to the Next Level in Manufacturing to gain insights on AI adoption in the manufacturing industry, such as:
1. How quickly AI is being implemented in manufacturing.
2. Which barriers stand in the way of AI adoption.
3. How data quality and governance form the backbone of AI.
4. Organizational processes and structures that may inhibit effective AI adoption.
6. Ideas and approaches to help build your organization's AI strategy.
Main news related to the CCS TSI 2023 (2023/1695)Jakub Marek
An English 🇬🇧 translation of a presentation to the speech I gave about the main changes brought by CCS TSI 2023 at the biggest Czech conference on Communications and signalling systems on Railways, which was held in Clarion Hotel Olomouc from 7th to 9th November 2023 (konferenceszt.cz). Attended by around 500 participants and 200 on-line followers.
The original Czech 🇨🇿 version of the presentation can be found here: https://www.slideshare.net/slideshow/hlavni-novinky-souvisejici-s-ccs-tsi-2023-2023-1695/269688092 .
The videorecording (in Czech) from the presentation is available here: https://youtu.be/WzjJWm4IyPk?si=SImb06tuXGb30BEH .
1. Semiology // Semiotics
by Robert M. Seiler
We can define semiology or semiotics as the study of signs. We may not realize it, but
in fact semiology can be applied to all sorts of human endeavours, including cinema,
theatre, dance, architecture, painting, politics, medicine, history, and religion. That is,
we use a variety of gestures (signs) in everyday life to convey messages to people
around us, e.g., rubbing our thumb and forefinger together to signify money.
We should think of messages (or texts) as systems of signs, e.g., lexical, graphic, and
so on, which gain their effects via the constant clashes between these systems. For
example, the menu we consult in a restaurant has been drawn up with reference to a
structure, but this structure can be filled differently, according to time and place, e.g.,
breakfast or dinner (Barthes, 1964, p. 28).
the basic elements of structuralism
To begin with, we should think of structuralism as a mode of thought, a way of
conceptualizing phenomena. Whereas in the past, determinists like Aristotle saw
things in terms of cause and effect, structuralists look for structures:
• From the 15th century, the word "structure" was used as a noun: the process of
building (Williams, 1976).
• During the 17th century, the term developed in two main directions: towards
the product of building, as in "a wooden structure," and towards the manner of
construction generally. Modern developments flow from (b). The sense of the
latter is: the mutual relation of the constituent parts of a whole which define its
nature, as in "internal structure."
• The term entered the vocabulary of biology in the 18th century, as in the
structure of the hand.
• The term entered the vocabulary of language, literature, and philosophy in the
19th century, to convey the idea of internal structure as constitutive, as in
matters of building and engineering. Scholars would talk (1863) about the
structural differences that separate man from gorilla say.
We need to know this history if we are to understand the development of structural
and structuralist thinking in the 20th century, as in linguistics and anthropology. We
note that this theoretical construct dominated intellectual life in France, extending into
the literary arts, during the period from WW I to WW II. Linguists in North America
had to discard the presuppositions of Indo-European linguistics when they studied the
languages of American Indians. They developed procedures for studying language as
a whole, i.e., deep internal relations. Thus, we now distinguish function (performance)
from structure (organization), as in structuralist linguistics and functional
anthropology.
According to (orthodox) structuralism, these structures range from kinship to myth,
not to mention grammar, one permanent constitutive of human formations: the
defining features of human consciousness (and perhaps the human brain), e.g., Id,
2. Ego, Superego, Libido, or Death-Wish in psychology. Of course, the assumption here
is that the structuralist is an objective observer, independent of the object of
consideration. In this context, we use words like code (hidden relations) to describe
sign-systems (like fashion).
We should note that structuralism challenges common sense, which believes that
things have one meaning and this meaning is pretty obvious. Common sense tells us
that the world is pretty much as we perceive it. In other words, structuralism tells us
that meaning is constructed, as a product of shared systems of signification.
Semiology: Two Pioneers
Again, semiology can be defined as the study of signs: how they work and how we
use them. We note again that almost anything can signify something for someone.
Saussure developed the principles of semiology as they applied to language; Barthes
extended these ideas to messages (word-and-image relations) of all sorts.
the basic elements of semiology
The goal of semiological analysis is to identify the principle at work in the message or
text, i.e., to determine the rhetoric or the grammar tying together all the elements. I
gloss the chief terms used by analysts in the section below, and I provide a short guide
to semiological analysis in the very last section.
1. axes of language
We get a sense of how language works as a system (Barthes, 1983, p. 58) if we think
of language as a pair of axes or two planes of mental activity, the vertical plane being
the selective principle (vocabulary) and the horizontal dimension being the
combinative principle (sentences). For example, we might select items (words) from
various categories in the vertical (associative) dimension, such as kitten, cat, moggy,
tom, puss, mouser; sat, rested, crouched; mat, rug, carpet and so on, and link them in
the horizontal (combinative) plane to formulate statements like The cat sat on the mat.
The idea is to think of language (Saussure, 1916) as a system of signs. Let me say a
few words about this important concept. By "system" we mean an organized whole,
involving a number of parts in some non-random relationship with one another. In
other words, a system is a set of entities that interact with one another to form a
whole. We speak of mechanical, biological, psychological, or socio-cultural systems.
A machine is a system. We think of the brake system in a car. An organism like the
body is a system. We think of the nervous system. With regard to social units, we
think of the family. The members of the family are the objects of the system. Their
characteristics as individuals are the attributes; their interaction forms constitute the
relationships. A family exists in a social and cultural environment, which affects and
is shaped by, the members.
The following example will help clarify three related terms: The system of traffic
signals performs the function of controlling traffic; the structure of this system is the
binary opposition of red and green lights in alternating sequence.
3. To make a long story short, we should think of texts as systems, e.g., lexical, graphic,
and so on, which gain their effects via the constant clashes between these systems.
2. Signs
As we have seen, de Saussure--the founder of semiology--was the first to elaborate
the tripartite relationship
signifier + signified = sign
According to Saussure, the linguistic sign unites a sound-image and a concept. The
relationship between Sr and Sd is arbitrary. It should be remembered that neither of
these entities exist outside the construct we call a sign. We separate these entities for
convenience only.
• The signifier--which has a physical existence--carries the meaning. This is the
sign as we perceive it: the marks on the paper or the sounds in the air.
• The signified is a mental concept that is the meaning. It is common to all
members of the same culture who share the same language.
• The sign is the associative total of the two: we speak of it as a signifying
construct.
During the 1960s, long hair on a man, especially if it was dirty (the signifier) usually
suggested counterculture (the signified), whereas short hair on a man (the signifier)
suggested the businessman or "square" (the signifier). Of course, these meanings vary
according to place and time.
3. motivation
The terms motivation and constraint describe the extent to which the signified
determines the signifier. In other words, the form that a photograph of a car can take
is determined by the appearance of the specific car itself. The form of the signifier of
a generalized car or a traffic sign is determined by the convention that is accepted by
the users of the code.
motivated signs
Motivated signs are iconic signs; they are characterized by a natural relation between
signifier and signified. A portrait or a photograph is iconic, in that the signifier
represents the appearance of the signified. The faithfulness or the accuracy of the
representation--the degree to which the signified is re-presented in the signifier--is an
inverse measure of how conventionalized it is. A realistic portrait (painting) is highly
conventionalized: this means that to signify the work relies on our experience of the
sort of reality it re-presents. A photograph of a street scene communicates easily
because of our familiarity with the reality it re-presents. It is important to recognize
that (i) in signs of high motivation, the signified is the determining influence, and (ii)
in signs of low motivation, convention determines the form of the signifier.
unmotivated signs
4. In unmotivated signs, the signifieds relate to their signifiers by convention alone, i.e.,
by an agreement among the users of these signs. Thus, convention plays a key role in
our understanding of any sign. We need to know how to read a photograph or a
sculpture, say. Convention serves as the social dimension of signs. We may not
understand the unmotivated verbal sign for car that the French use, but we understand
the road signs in France in so far as they are iconic. The arbitrary dimension of the
unmotivated sign is often disguised by the apparent natural iconic motivation; hence,
a man in a detective story showing the inside of his wallet is conventionally a sign of
a policeman identifying himself and not a sign of a peddler of pornographic postcards.
4. denotation and connotation
Saussure concentrated on the denotative function of signs; by contrast, Barthes pushed
the analysis to another level, the connotative. Simply put, these two terms describe the
meanings signs convey.
denotation
By denotation we mean the common sense, obvious meaning of the sign. A
photograph of a street scene denotes the street that was photographed. This is the
mechanical reproduction (on film) of the object the camera points at. For example, I
can use color film, pick a day of pale sunshine, and use a soft focus lens to make the
street appear warm and happy, a safe community for children. I can use black and
white film, hard focus, and strong contrast, to make the street appear cold,
inhospitable. The denotative meanings would be the same.
connotation
By connotation we mean the interaction that occurs when the sign and the feelings of
the viewer meet. At this point, meanings move toward the subjective interpretation of
the sign (as illustrated by the above examples). If denotation is what is photographed,
connotation is how it is photographed.
5. paradigms and syntagms
Saussure defined two ways in which signs are organized into codes (Fiske, 1982, pp.
61-64):
paradigm
A paradigm is a vertical set of units (each unit being a sign or word), from which the
required one is selected, e.g., the set of shapes for road signs: square, round and
triangular.
syntagm
A syntagm is the horizontal chain into which units are linked, according to agreed
rules and conventions, to make a meaningful whole. The syntagm is the statement into
which the chosen signs are combined. A road sign is a syntagm, a combination of the
chosen shape with the chosen symbol.
5. Paradigms and syntagms are fundamental to the way that any system of signs is
organized. In written language, the letters of the alphabet are the basic vertical
paradigms. These may be combined into syntagms called words. These words can be
formed into syntagms called phrases or sentences, i.e., according to the rules of
grammar.
Syntagms--like sentences--exist in time: we can think of them as a chain. But
syntagms of visual signs can exist simultaneously in space. Thus, a sign of two
children leaving school, in black silhouette, can be syntagmatically combined with a
red triangle or a road sign to mean: SCHOOL: BEWARE OF CHILDREN.
8. three orders of signification
In the study of signs, we can speak of different levels of meaning or orders of
signification.
first order
In the first order of signification, the sign is self-contained: the photograph means the
individual car. This is the denotative order of signification.
second order
In the second order, this simple motivated meaning meets a whole range of cultural
meanings that derive not from the sign itself but from the way society uses and values
the Sr and the Sd. This is the connotative order of signification. In our society, a car--
or a sign for a car--can signify virility or freedom. According to Barthes (1964), signs
in the second order of signification operate in two distinct ways: as mythmakers and
as connotative agents.
• When signs move to the second order of signification, they carry cultural
meanings as well as representational ones, i.e., the signs become the signifiers
of CULTURAL MEANINGS. Barthes calls the cultural meanings of these
signs MYTHS. The sign loses its specific signified and becomes a second-
order signifier, i.e., a conveyor of cultural meaning.
• We can explain the connotative order of signification with a simple example.
A general's uniform denotes his rank (first-order sign) but connotes the respect
we show it (second-order sign). Say that by the end of the war film we are
watching the general's uniform is tattered and torn; it still denotes his rank;
however, the connotative meaning will have changed.
Thus, in the connotative order, signs signify values, emotions, and attitudes. Camera
angle, lighting, and background music, for example, are used in film and television to
connote meaning. The connotative meaning of a televised painting can be changed by
the background music accompanying it.
third order
The range of cultural meanings that are generated in this second order cohere in the
third order of signification into a cultural picture of the world. It is in this order (the
6. third) that a car forms part of the imagery of an industrial, materialist, and rootless
society. The myths which operate as organizing structures, e.g., the myth of the
neighborhood policeman as keeper of the peace and friend of all residents of the
community, are themselves organized into a pattern which we might call
MYTHOLOGY or IDEOLOGY. In the third order of signification, ideology reflects
the broad principles by which a culture organizes and interprets the reality with which
it has to cope. This mythology is a function of the social institutions and the
individuals who make up these institutions.
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