Semiotics
The saturation of images in our society through
the media has been the cause of much critical comment within philosophy,
politics and sociology. This examination of the image has been ongoing since
the early twentieth century, as the consideration of how images are used has
developed into a distinct discipline. Images provide a means of communication
and representation, the study of these messages is labelled semiology. This
subject can perhaps be better described, though far more loosely, as the
examination of signs, the way signs are produced, disseminated and consumed.
'A science that studies
the life of signs within society is conceivable...I shall call it semiology (it
will)...show what constitutes signs, what laws govern them' (Saussure 1974:
16).
The study of signs is particularly important in
the consideration of the generation of 'media memories' as it is through the
structuring, presence and absence of certain signs that a perception of the
past within the public sphere is generated by and through the media (Bignell
2003: 7). Signs situate their
audience in particular modes of appreciation and understanding, just as
audiences themselves comprehend signs in particular ways. (this act of situation can be through words by the use of vivid
language if so then mark it in text)
The study of signs is revealing as the ways in
which signs are used, accepted and rejected is indicative of the tastes and
desires of wider society.
The origins of semiology are located with the work of the French
linguistic Ferdinand de Saussure, his study, Course in General
Linguistics (1974), set the agenda for the ways in which signs are
examined. Saussure analysed the sign into its two basic components: a sound
component which he named the signifier, and a conceptual component, which he
called the signified. This conceptual component, the signified, is not a
material object, but the thought, the idea of an object, it is what is called
to mind when an individual hears or uses the appropriate signifier. Therefore the idea of a cat is called to mind as a
signified when the word 'cat' as a signifier is used. (text can be examined for such words those use
signifier)
The signifier therefore
constitutes the material aspect of language. In the case of the spoken language a signifier is any meaningful
sound which is made, in the case of the written language a signifier is any
meaningful mark written down, in the case of the media a signifier is any image
which is relayed to the audience. Signifiers and signifieds can be separated in this way by
semiologists; in the encounter of signs in everyday life however they
constitute a whole: a single sign.
The study of semiotics was also greatly advanced
by the American philosopher Charles Pierce, who analysed the notion of signs to
reveal underlying components.
'A sign or
representamen, is something which stands to somebody for something in some
respect or capacity. It addresses somebody, that is, creates in the mind of that person an equivalent sign,
or perhaps a more developed sign. That sign which it creates I call the
interpretant of the first sign. The sign stands for something, its object. It stands for that
object, not in all respects, but in reference to a sort of idea, which I have
sometimes called the ground of representamen' (Pierce 1955: 99).
These theories are important because they reveal
the way in which signs communicate ideas, attitudes and beliefs to us. In the
context of television, film, newspapers and other forms of media, semiology
explains the way in which images are used to represent and relay information to
the audience. This of course is
reliant on the assumption that the audience possesses the necessary knowledge
and appreciation, societal conditioning if you will, to decipher these signs
(Burn and Parker 2003: 11). Therefore the signs which are viewed in the media
by the public can be constructed to form certain meanings, meanings which
appear perhaps unconnected to the signs themselves. The philosopher Roland
Barthes considered this aspect in his study of the images relayed to the public
through the media. Barthes proposed that the use of signs in society was a
means of expressing a particular way of normalising the world in line with a
bourgeoisie perspective. This normalisation was termed a 'myth', an indication
of both the fabricated nature of the message and the seductive power it holds
over others.
'Myth does not deny
things, on the contrary, its function is to talk about them; simply, it
purified them, it makes them innocent, it gives them a natural and eternal
justification, it gives them a clarity which is not that of explanation but
that of a statement of fact...it is natural and goes without saying: I am
reassured' (Barthes 1973: 143).
Signs therefore, as relayed through the media,
are able to communicate social and political messages. Barthes for instance
considered the image from a magazine cover of a black man in French military uniform giving a salute.
Barthes examined how the image communicated to its audience a message of a
liberal, understanding France, of inclusiveness and acceptance. Far from the image of a black Frenchman
conveying an image of a black Frenchman, the image itself relays a variety of
messages to its audience. The image acts to defuse any tensions about
inequality in society by emphasising that anyone regardless of ethnicity can be
proud of the nation. In a similar way when images are viewed in newspapers,
films or television programmes the audience consumes and connects images to
aspects of society. Signs therefore are a point of domination as well as
definition, as the production, dissemination and consumption of signs in
society acts to shape and inform the structure of understanding. With specific
reference to the media the manner in which signs are presented to the public,
i.e. the camera angle, the lighting, the background are all within the remit of
the semiologist (Danesi 1994: 23). The signs relayed through the media are a
very important area of study as they can form the basis of public perceptions
and understanding. Within a television programme for example, the viewer is
exposed to a number of signs which they are required to decipher and recognize
(Lacey 1998: 35). The nature of this recognition is based upon the previous
scenes in the programme, the manner in which that scene is portrayed and the
wider understanding of that scene within society.
Semiology therefore provides the interpreter
with a means of accessing how signs are deployed and understood within the
media. It enables the interpretation of the underlying meanings within media
output and how the audience accepts, rejects or redefines those meanings.
Bibliography
·
Barthes, R. (1973) Mythologies.
London. Paladin.
·
Bignell, J. (2003) Media
Semiotics: an introduction. Manchester. Manchester University Press.
·
Burn, A. and Parker, R.
(2003) Analysing Media Texts. London. Paladin.
·
Danesi, M. (1994) Messages
and Meanings: an introduction to semiotics. Toronto. Canadian Scholars
Press.
·
Lacey, N. (1998) Image
and Representation: key concepts in media studies. Houndmills. Macmillan.
·
Peirce, C.S.
(1955) Philosophical Writings of Pierce. Editor by J. Bachler. New
York. Dover Publications
·
Saussure, F. de
(1974) General Course in Linguistics. New York. Philosophical
Library.
A text is something we can make meaning from.
Consequently, whenever we produce an interpretation of something’s meaning we
regard it as a text.
Texts can consists of:
• Films/Television programmes
• Graffiti
• Clothing
• Magazines
• Furniture, ornament
• Advertisements and so on…
We all know that there are no two exact synonyms in
the English language and words always have slightly different meanings and
connotations. Therefore we make use of the word text as it usually has
particular implications.
We make use of textual analysis all the time whether
we are aware of it or not, it is important to us as it enables us to make sense
of the world around us.
We do it when we listen to the lyrics of music or when
we reading a text on WhatsApp/bbm/Facebook even when we look at What does TA
pictures on Instagram.
Another purpose of textual analysis is to describe
content, structure and functions of the message and meaning contained in the
text.
It also makes us aware of the variety of ways in which
it is important to interpret in reality.
Important factors to put into consideration in textual
analysis would include:
• Selecting types of text to be studied
• Acquiring appropriate texts
• And determining which particular approach to employ
in analysing them
Semiotics
Textual
Analysis and Semiotics
TA and Semiotics both significantly relate to one
another because; they help us to contrast meaning and interpretation from
images. It is also crucial to remember that the way one would textually analyze
certain signs, symbols, texts or images
is based on the frame of reference.
This sis one of the many reasons why many
people interpret or construct multiple and different meanings from one text. One should also remember that a text comes in various
forms and that they are all around us.
Presentation by: Heather Loeto and Noxolo Mathebula
A sign is any signal that communicates something to
us. Signs can be understood in two ways: 1. Sign represents something (the
meaning, concept or idea to which it refers) 2. Every sign consist of a
signifier and a signified.
Signifier: whatever material form used to convey
meaning eg. Letters, images, sounds etc. Signified:
the concept that the images, sounds or letters communicate
SENDER MESSAGE RECIEVER
• Communicate
through codes and conventions
• Communicate through systems of difference
• Communicate through denotations and connotations
What does T.A entail and it's
importance
Connotation and Denotation
Semiology is defined as the science of signs, or the
study of signs and sign systems.it suggest that all communication is based on
sign systems, which work through certain rules and structures.
Connotation: Remind the viewer of certain feelings,
beliefs, or ideas that are attached to the signifier (emotional matters are
connected to it). An example of connotations include: colours, clothes, words,
body language etc. connotation are something that
the viewer or audience perceives in an image.
Denotation: To analyse an image purely on a
descriptive level without investigating what it may imply. It attempts to
describe an image without comment, evaluation or judgement.
Textual Analysis
What is a
Text?
• Scientists and Philosophers focus on using
denotations of words in order to communicate the exact meaning that they are
trying to convey.
• However, Writers of literature such as Shakespeare focus
mainly on the connotations of the word in order to evoke an emotion from the
audience.
• They do this through the use of metaphors, irony and
satires and metonymy.
• Words may have positive or negative connotations but
that all depends upon your social and personal experiences.
• Words carry cultural and emotional association or
meanings in addition to their literal meanings or denotations.
• Two words can have same definition while carrying
different emotional content.
• One word may be seen as cruel or insulting while the
other may seem neutral or positive. (Example)??
science of signs
T.A in Media: Points to Consider
Textual Analysis is known to be a method which
communication researchers to describe and interpret the characteristics of a
recorded or visual message known as a text.
• It is also a methodology or data gathering process
• When we perform textual analysis on a text, we make
an educated guess.
Connotation and Denotation in
practice
Semiotics
Analysis (signs and signifier)
- Post-structuralism
argues that an authors intended meaning is secondary to the meaning that
the reader perceives and that a literary text (i.e. poetry or Shakespeare)
or any situation where a subject perceives a sign has no single purpose or
meaning.
- In
other words, when an author (can be a person or group) creates a text they
do not determine once and for all how the text will be read.
- This
could be due to the differences in the audiences’ frame of references.
- According
to Post-Structuralisms the interpretation of meaning of a text is dependent
of on a reader’s personal concept of self.
- Furthermore,
audiences should also be understood as active participants in the process
of meaning making.
- Post-Structuralism
also believes that utilizing a variety of perspectives to create a
multi-faced interpretation of a text is necessary, even though these
interpretations tend to conflict each other.
How Do I Write A Semiotic Analysis Essay? ... Semiotics simply
means to the study of symbols or signs that means that you are theorizing about
possible understanding of a literary phenomenon or cultural.
Textual Analysis
and Semiotics. TA and Semiotics both significantly
relate to one another because; they help us to contrast meaning and
interpretation from images. ... Sign represents something (the meaning, concept
or idea to which it refers) 2. Every sign consist of a signifier and a
signified.
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