Media Semiotics:Media Semiotics:“Reading” Visual Texts,“Reading” Visual Texts,

Part IPart I

Michael FitzgeraldHU-3000

Winter, 2009

Basic semiotics/semiologyThe study of signs and symbolsAnything that represents or symbolizes something else is a “sign” What is represented is called “the signified”

• A fever is a sign of ____________?• A rash is a sign of _____________?• A dark sky in the daytime is a sign of ___________?• Long shadows are a sign of ________________?

A picture is a sign that represents something we could see if it were presentTropes (shortcuts):

• synecdoche: a part that suggests the whole (“set of wheels”=“car”)• metaphor: one thing stands in for another (rose or heart=love)• metonym: a sign or word that represents a complex system of meanings,

often mythical.– the flag (duty, honor, patriotism, nationalism)– Marilyn Monroe (female sexuality)– corporate logos (brand value)– other icons (this word has a special meaning in semiotics)

Synecdoche

Denotative meaning

The literal meaning of a sign. We often skip this stage.

Rene Magritte

This is a picture (representation) of a pipe.

“This is not a pipe.”

Connotative (interpretive) meaning

What does the sign (or image) imply?Implications are culturally defined. • In our society, the picture of the Gerber baby

is designed to evoke an affective (emotional) response.

• In China, however, the convention is to put a picture of what is inside the can or jar.

How might this message be interpreted in China?

What is its connotative meaning in our culture?

What is the denotative statement of this image?

What is its connotative (cultural) meaning?“Here is a (picture of) a smile.”

“Have a nice day.”

What is the denotative statement of this image?“Here is a (picture of) a rose.”

What is its connotative (cultural) meaning?“I love you.”