1) Semiotics is the study of signs and how they construct meaning. It examines how symbolic, written, and technical signs are used and understood. Key theorists include Ferdinand de Saussure and Roland Barthes. 2) Denotation refers to the literal or surface meaning of a sign, while connotation encompasses the deeper meanings and associations that are culturally dependent. 3) Signs take on different meanings depending on cultural context. For example, the color white has different connotations in Britain, China, and other cultures.

1. Media Language
Week 6
Semiotics & Symbols

2. Recap
Who am I?

3. Key Questions
What is the definition of Semiotics and who are the key
Theorists?
What does connotation and denotation mean?
How can you apply this to your own research and planning?

4. Analysing Media Texts:
A Framework
Divides codes of media language into three categories – these can help you to
understand the meanings of a printed text
1. SYMBOLIC
2. WRITTEN
3. TECHNICAL
Lighting & Colour
Slogan
Camera Angles
Positioning
Typeface/Font
Framing (ELS, LS, MLS, MS, CU, ECU,
POV)
Setting & Locations
Headlines
Cropping
Facial Expressions & Body Language
Captions
Juxtapostion (2 separate signs that
together make contrasting meaning)
Objects
Style
Key Signifiers/Images
Choice of words
Clothing, Hair & Make Up
Emphasis of words

5. KEY TERM: Semiotics
Definition: The study of SIGNS
Examines how symbolic, written and technical
signs construct meaning
Looks at how meaning is made and
understood

6. Ferdinand Saussure
My i
de
relat as were
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i
and d to lan nitially
gu
unde
rstan age
ding
.

7. Roland Barthes
y
nd t
A
as ’s ar
h
uc rhol
s a
.
d
W an ising
rt
ve
ad
I de
Sau cided
t
mod ssure’s o adap
t
app ernised ideas a
l y th
n
em them a d
cult to pop nd
ular
ure

8. Man that guy, Andy Warhol
loved his soup

9. Signifier + Signified = Sign
THE SIGNIFIER – could be a word,
colour, image, sound (i.e. the colour
BLUE)
THE SIGNIFIED – The concept/
meaning/associations that the sign
refers to (i.e. BLUE is often associated
with sadness or the sea etc.)

10. Signifier + Signified = Sign
+ Toilet = Ladies Toilet

11. Signifier & Signified: Examples
DOG +
DOG +
feared
subject
position
= A pet
+
= Animal to be

12. What does ‘green’ signify?

13. TASK: Pink
What does the
colour ‘pink’
signify when used
on this magazine
cover? List five
signifiers.

14. TASK: What do the following signify? Make a
list of all the meanings and associations you
can think of for each signifier:
A
B
C
E
D

15. A: Barbie Doll

16. B: Hamburger

17. C: The Statue of Liberty

18. D: Bus

19. E: Nike Swoosh

20. Signs & Cultural Differences
How we read a sign depends on our
culture:
EXAMPLE: In Britain, we
associate the colour white with
innocence, purity, weddings
In China, white is the colour of
mourning and is worn at
funerals

21. Ok?
‘Ok’ in USA and UK
‘Money’ in Japan
‘Sex’ in Mexico
‘Homosexual’ in Ethiopia
‘Swearing’ in Brazil
‘Zero’ in Southern France

22. How to read the signs and
signifiers within a Media Text
All media texts have 2 layers of meaning:
DENOTATIVE LEVEL: What we actually see
CONNOTATIVE LEVEL: What you
associate with this image

23. KEY TERMS 3: Denotation &
Connotation
Denotative: The surface meaning
Connotative: The deeper or hidden
meanings and associations

24. This image denotes the
movie star Marilyn Monroe

25. The image connotes glamour, stardom,
sexuality, beauty
If this was one of the last
photographs of Marilyn
Monroe, we may also
associate it with her
depression, drug-taking
and ultimately death

26. This image denotes a tropical
island
The image connotes peace,
tranquility paradise, holiday,
summer to some readers.
…but think about the film
‘Castaway’, the victims of the Bali
bombings or the recent tsunami - in
this case the image may connote
isolation, fear or even death
It is important to note that images
have different connotations
depending on the reader of the
image/text

27. TASK: Denotation & Connotation
within a Media Text – A Magazine
1. What are the key signifiers in the magazine and
what do they signify?
2. What are the denotative levels of meaning in the
poster? (What does the magazine denote?)
3. What are the connotative levels of meaning in the
front cover? (What does the poster connote?)
4. What are they communicating to an audience?
Why?

29. Review and Plenary