There are many key theorists and terms we need to learn connected to semiotics and we will be returning to these ideas at points throughout the two-year course.
Here's a good video introduction:
Ferdinand de Saussure
Ferdinand de Saussure, a Swiss linguist, is considered the godfather of semiotics and heavily influenced Barthes’ ideas. Saussure suggested that meanings:
- Are polysemic – open to interpretation/ more than one meaning.
- Are culturally determined by the society we live in.
- Are open to personal interpretation based on our own experiences.
Signs and semiotics
Signs have TWO parts
The signifier - the thing that does the communication
The signified - that which is communicated
Semiotics is the study of signs, it asks how meaning is created rather than what the meaning is. Roland Barthes studied the cultural ideas and attitudes carried in the images of popular culture and everyday life.
Barthes
Denotation & Connotation: Literal and implied meanings in signs - building on de Saussure's original work.
Myth: when the connotation is so well established we don’t consider other meanings: a “naturalised meaning” or “dominant connotation”. This is defined by the culture and society we are part of and Barthes suggests that because meaning is “naturalised” we accept it without question.
Semiotics terminology: icon, index, symbol notes
These terms were coined by the American philosopher and scientist Charles Sanders Peirce in the 1800s.
An Icon has a physical resemblance to the signified, the thing being represented. A photograph is a good example as it certainly resembles whatever it depicts.
An Index shows evidence of what’s being represented. A good example is using an image of smoke to indicate fire.
A Symbol has no resemblance between the signifier and the signified. The connection between them must be culturally learned. Numbers and alphabets are good examples.
Source of these definitions: Vanseo Design Blog
A brief introduction to icons, indexes and symbols:
Semiotics: blog tasks
English by Tarun Thind analysis
Watch (or re-watch) the short film English by former Greenford Media student Tarun Thind and then answer the two questions below:
English from Tarun Thind writer | director on Vimeo.
1) What meanings are the audience encouraged to take about the two main characters from the opening of the film?
2) How does the end of the film emphasise de Saussure’s belief that signs are polysemic – open to interpretation or more than one meaning?
Media Magazine theory drop: Semiotics
Greenford Media department has a subscription to Media Magazine - a brilliant magazine designed exclusively for A Level Media students and published four times a year. We strongly recommend you read it regularly and also set plenty of work for the course based on the articles inside. You can find our Media Magazine archive here and for this task need to go to MM68 (page 24) to read the introduction to Semiotics. Once you've read it, answer the following questions:
1) What did Ferdinand de Saussure suggest are the two parts that make up a sign?
2) What does ‘polysemy’ mean?
3) What does Barthes mean when he suggests signs can become ‘naturalised’?
4) What are Barthes’ 5 narrative codes?
5) How does the writer suggest Russian Doll (Netflix) uses narrative codes?
Icons, indexes and symbols
1) Find two examples for each: icon, index and symbol. Provide images or links.
Icon:
Index:
Symbol:
2) Why are icons and indexes so important in media texts?
3) Why might global brands try and avoid symbols in their advertising and marketing?
4) Find an example of a media text (e.g. advert) where the producer has accidentally communicated the wrong meaning using icons, indexes or symbols. Why did the media product fail? (This web feature on bad ads and marketing fails provides some compelling examples).
5) Find an example of a media text (e.g. advert) that successfully uses icons or indexes to create a message that can be easily understood across the world.
Extension work: additional semiotics terminology
The new Media specification identifies further semiotics terminology that could potentially appear in an exam question. Read this document with semiotic terms and definitions to become a true semiotician.
Complete for homework anything you don't finish during the lesson - due date on Google Classroom.
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