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Semiotics
The reading of signs.
Communication
All the ways we communicate, can
be looked at and analysed as if
they were signs.
Signs can be iconic and symbolic.
Some signs are ARBITRARY.
Meaning
THE SIGN
THAT TO WHICH IT REFERS
THE USERS OF THE SIGN.
Pulling your earlobe is a sign to
an auctioneer and is recognised as
a bid by both you and the
auctioneer.
What does the word car mean to
you?
Codes
The process of ‘reading’ signs is
socially and culturally
conditioned.
Why are cows sacred to Hindus?
If you share the same codes, and
understand the conventions of use,
your meanings may be shared.
There will always be a dominant
ideology, thus some groups codes
will differ from the dominant
Saussure
Based on language.
Signifier: The signs image as we
perceive it, (marks on paper, or
sounds in the air).
Signified: The mental concept
created by the signifier.
Pierce
Icon, Index, Symbol.
Icon: Resemblance to an object.
Index: A sign with a direct link
to a context.
Symbol: Connection with its object
is a matter of convention.
Barthes
Denotation, connotation, Myth.
Denotation: the description of the
word.
Connotation: What does that mean
to you.
Myth: A myth is a story by which a
culture explains or understands
some aspect of reality.
In the media
Each medium has its own kind of
sign and sign system.
Newspaper headlines, radio sound
fx’s are both codes.
You should be able to recognise
codes and see how the preferred
meaning is anchored.
http://www.youtube.com/watch?
v=Yb1qgs_pbtE
Semiotics
Semiotics
Semiotics
Semiotics
Semiotics
Semiotics

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Semiotics

  • 2. Communication All the ways we communicate, can be looked at and analysed as if they were signs. Signs can be iconic and symbolic. Some signs are ARBITRARY.
  • 3. Meaning THE SIGN THAT TO WHICH IT REFERS THE USERS OF THE SIGN. Pulling your earlobe is a sign to an auctioneer and is recognised as a bid by both you and the auctioneer. What does the word car mean to you?
  • 4. Codes The process of ‘reading’ signs is socially and culturally conditioned. Why are cows sacred to Hindus? If you share the same codes, and understand the conventions of use, your meanings may be shared. There will always be a dominant ideology, thus some groups codes will differ from the dominant
  • 5. Saussure Based on language. Signifier: The signs image as we perceive it, (marks on paper, or sounds in the air). Signified: The mental concept created by the signifier.
  • 6. Pierce Icon, Index, Symbol. Icon: Resemblance to an object. Index: A sign with a direct link to a context. Symbol: Connection with its object is a matter of convention.
  • 7. Barthes Denotation, connotation, Myth. Denotation: the description of the word. Connotation: What does that mean to you. Myth: A myth is a story by which a culture explains or understands some aspect of reality.
  • 8. In the media Each medium has its own kind of sign and sign system. Newspaper headlines, radio sound fx’s are both codes. You should be able to recognise codes and see how the preferred meaning is anchored.