Semiotics is the study of signs and signification. It focuses on how meaning is constructed and communicated through signs such as words, images, sounds, and objects. A key concept in semiotics is that a sign is composed of two parts - the signifier, which is the form that the sign takes, and the signified, which is the concept or meaning that is evoked in the mind. Signs can be understood on the level of denotation, where basic meanings are described, or connotation, where more complex cultural associations are involved. Semiotics provides tools for understanding how meaning is constructed in media texts and images.

1. SEMIOTICS
The Study of ‘Signs’ as a tool for Textual Analysis

2.  A sign in the study of semiotics can be any image, word, or
sound.
 Useful tool in image analysis and construction.
 Semiotics focuses upon a process called signification.
SEMIOTICS

3.  Linguist Ferdinand de Sassure argued that a ‘sign’ is made up of
two parts the ‘signifier’ and the ‘signified’.
 The ‘signifier’ refers to a physical entity (e.g a word, sound or an
image). The ‘signified’ is the mental concept evoked by the
‘signifier’
 E.g the image of a furry animal that barks (‘signifier’) evokes the
mental concept of a dog (‘signified’)
 Also if we see ‘dog’ written down on a piece of paper this will
evoke the mental concept of a ‘dog’
SEMIOTICS

4. SIGNIFIER SIGNIFIED
(physical form) (mental concept)
SIGN
SEMIOTICS

5.  This basic level of signification operates at the level of
‘denotation’. In other words we are simply identifying or
‘describing’ a sign.
 A more complex level of signification operates at the level of
‘connotation’ these are more sophisticated mental associations we
conjure up when we come across a particular sign.
SEMIOTICS

6. Denotation
furry animal, four legs, barks
Connotation
dirty, friendly, ‘mans best friend’ dangerous, etc..
SEMIOTICS

7.  A connotative response is less fixed that a denotative response
and the associations ‘signified’ may well depend upon the
individual, society or culture.
 Cow (in western societies) = food, farms, BSE
 Cow (in Hindu societies) = sacred, holy, respect
SEMIOTICS

8. Exercise
1. Write down a description of the class room at the level of
‘denotation’.
2. Add ‘connotations’ to your description.
SEMIOTICS

9. The two levels of signification: DOG
Signifier Signified
Dog
Furry
animal,
four SIGN (denotative)
legs,
Signifier Signified
barks
Dog Friendly
SIGN (connotative)
Remember at the second level of signification meaning is less ‘fixed’.
The number of connotative response to the image of a dog will be
varied and numerous although some will be more common than
others. Shared connotations can be described as ‘socially agreed’

10. Another important pioneer in semiotics was the American
Philosopher Charles Peirce
He identified three different types of signification:
 Iconic
 Indexical
 Symbolic
SEMIOTICS

11.  Iconic - An iconic sign is one that bears a resemblance to that
which it represents ie a drawing of a rose.
 Indexical - An indexical sign has a direct relationship or causal
link to that which it represents, i.e. smoke is indexical of fire.
These links can be physically established
 Symbolic - Language is an example of a symbolic sign as a word’s
relationship to that which it represents is random. Symbolic signs
are recognised because they are ‘socially agreed’.
SEMIOTICS

12.  Taking the drawing of a rose as an example, it is possible to look
at it as in terms iconic, indexical and symbolic ‘signification’.
 It is not only iconic but also indexical to a garden and symbolic of
romance.
SEMIOTICS

13. SEMIOTICS
Using the above sign what is it iconic of, indexical to and
symbolic of?
Iconic of:
Indexical to:
Symbolic of:

14.  In terms of image analysis and construction it is most useful to
consider signs at the level of connotation.
 A useful exercise is to look at the connotation of certain colours.
In pairs on an A4 piece of paper list connotative responses to
certain colours then identity those which are indexical and those
which are symbolic.
SEMIOTICS

15. RED BLUE
YELLOW PINK
GREEN

16. Using your knowledge of
semiotics, pick 5 key images
from your trailer take a
screen shot and then copy
onto a document
Questions to answer
•What denotes each image?
•What is connoted by each
image and what indexical and
symbolic associations are
evoked?
•Focus upon every aspect of
the ad, including the choice of
font for example

17. Roland Barthes argued that some
connotations are so widely held that they
reach the level of ‘myth’.
Barthesian ‘myths’ have nothing to do with
stories or legends and should not necessarily
be seen as falsehoods.
A ‘myth’ according to Barthes is where a
‘socially agreed’ symbolic association
becomes so widely accepted that it is seen as
iconic.
Barthes and ‘Myth’.

18. For example this image of Marilyn Monroe could
be seen to be iconic of the female sex.
A woman wearing make up, having long hair
and wearing a dress or skirt are seen as being
‘natural’ signifiers of the female sex when in fact
that are ‘socially agreed’.
Gender is ‘socially agreed’ where as sex is
biologically determined. Barthes would argue
that whilst this image could be seen as iconic of
a woman it is actually purely symbolic.
Barthes and ‘Myth’.

19.  Semiotics can be a very useful tool in textual analysis in terms of
uncovering the meaning of a text.
 You can use the principles of Semiotics to analyse existing media
products as well as your own practical work.
Application of Semiotics