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The Study of ‘Signs’ as a The Study of ‘Signs’ as a tool for Textual Analysistool for Textual Analysis

SEMIOTICSSEMIOTICS

A A sign sign in the study of semiotics can in the study of semiotics can be any image, word, or sound.be any image, word, or sound.

Useful tool in image analysis and Useful tool in image analysis and construction.construction.

Semiotics focuses upon a process Semiotics focuses upon a process called called significationsignification..

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Linguist Ferdinand de Sassure argued that a Linguist Ferdinand de Sassure argued that a ‘sign’ is made up of two parts the ‘signifier’ and ‘sign’ is made up of two parts the ‘signifier’ and the ‘signified’.the ‘signified’.

The ‘signifier’ refers to a physical entity (e.g a The ‘signifier’ refers to a physical entity (e.g a word, sound or an image). The ‘signified’ is the word, sound or an image). The ‘signified’ is the mental concept evoked by the ‘signifier’mental concept evoked by the ‘signifier’

E.g the image of a furry animal that barks E.g the image of a furry animal that barks ‘signifier’ evokes the mental concept of a dog ‘signifier’ evokes the mental concept of a dog (‘signified’)(‘signified’)

Also if we see ‘dog’ written down on a piece of Also if we see ‘dog’ written down on a piece of paper this will evoke the mental concept of a paper this will evoke the mental concept of a ‘dog’‘dog’

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SIGNIFIERSIGNIFIER SIGNIFIEDSIGNIFIED

(physical form) (mental concept evoked)(physical form) (mental concept evoked)

SIGNSIGN

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This basic level of signification This basic level of signification operates at the level of ‘denotation’. operates at the level of ‘denotation’. In other words we are simply In other words we are simply identifying or ‘describing’ a sign.identifying or ‘describing’ a sign.

A more complex level of signification A more complex level of signification operates at the level of ‘connotation’ operates at the level of ‘connotation’ these are more sophisticated mental these are more sophisticated mental associations we conjure up when we associations we conjure up when we come across a particular sign.come across a particular sign.

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DenotationDenotation

furry animal, four legs, barksfurry animal, four legs, barks

ConnotationConnotation

dirty, friendly, ‘mans best friend’ dirty, friendly, ‘mans best friend’ dangerous, etc..dangerous, etc..

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A connotative response is less fixed that a A connotative response is less fixed that a denotative response and the associations denotative response and the associations ‘signified’ may well depend upon the ‘signified’ may well depend upon the individual, society or culture.individual, society or culture.

Cow (in western societies) = food, farms, Cow (in western societies) = food, farms, BSEBSE

Cow (in Hindu societies) = sacred, holy, Cow (in Hindu societies) = sacred, holy, respectrespect

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ExerciseExercise

1.1. Write down a description of the Write down a description of the class room at the level of class room at the level of ‘denotation’.‘denotation’.

2.2. Add ‘connotations’ to your Add ‘connotations’ to your description.description.

SEMIOTICSSEMIOTICSExerciseExercise

Write down a description of the class room at the level of ‘denotation’Write down a description of the class room at the level of ‘denotation’

Add ‘connotations’ to your description.Add ‘connotations’ to your description.

Signifier Signified

Dog

SIGN (denotative)

Signifier Signified

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’

Furry animal, four legs, barks

Dog

The two levels of signification: DOG

Barthes and ‘Myth’.Barthes and ‘Myth’.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 ‘natural’.

Barthes and ‘Myth’.Barthes and ‘Myth’.For example this image of Marilyn Monroe could be seen to represent 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 representative of a woman it is actually purely symbolic.

Application of SemioticsApplication of Semiotics

Semiotics can be a very useful tool in Semiotics can be a very useful tool in textual analysis in terms of textual analysis in terms of uncovering the meaning of a text.uncovering the meaning of a text.

You can use the principles of You can use the principles of Semiotics to analyse existing media Semiotics to analyse existing media products as well as your own products as well as your own practical work.practical work.