2IV077 Media Analysis Lecture 2: Semiotic Analysis Dr James Pamment, 5 November 2012

Required Reading Gillespie & Toynbee ch 1 Berger ch 1 Further Reading Sturken ch 1 & 2 Deacon ch 7, 9, 10

Key Themes Semiotics is about uncovering the internal relations in a closed system of meaning What exactly does this tell us about the media?

Key Terms Signs-signifiers-signified Index-icons-symbols Denotation-connotation Paradigm-syntagm Relay-anchorage Diachronic-synchronic Metaphor & metonymy Intertextuality Hyperreality

What is Semiotics? (1) de Saussure ( ) Theory of signs (Semiology) Verbal language C.S. Peirce ( ) Semiotics Everything that stands for something else Roland Barthes ( ) Relation text and image Signs maintain social status quo

What is Semiotics? (2) Language a system of difference Signs acquire meaning in relation to other signs a=b+c, b=c+d Try to describe a sign without using other signs…! Signs refer to something outside of language Linguistics can be applied to other fields

What is Semiotics? (3)

What is Semiotics? (4) Tensions: Sign contra referring object/concept –How is reference made? –Is the object/concept also a sign? Meaning in text contra meaning made by people –Is the reference understood the same way? –How and why do differences occur? –What is the relationship between texts & culture?

Saussure (1) Sign = combination of concept & sound- image Part of a system Arbitrary (contra symbols) Signifier = shape, image, sound Signified = the idea, concept “A code is a convention that associates a signifier with a certain signified or meaning”

Saussure (2) Arbitrary (many words) Must be learned Motivated (many images & sounds) CAT

Saussure (3) Denotation –Direct meaning (primary) –Dictionary definition, literal, obvious Connotation –Indirect meaning (secondary) –Feelings, emotions, figurative, inferred Culture = a community of codes

Saussure (4)

Clip: Sherlock: breakfast on a train

Saussure (5) Syntagm –The sequence of a text (syntax) –The syntagmatic code Paradigm –Exchangable blocks of meaning used in a text –Symptomatic readings Think of tv/film genres

Saussure (6)

Clip: Sherlock: mind palace

Saussure (7) Signified = No smoking Signifier = Red circle with line + image of cigarette Code = Social behaviour Arbitrary = Circle Motivated = Cigarette Denotation = Smoking forbidden Connotation = Disturbance, health risks, etc Syntagm = No XXXX! Paradigm = Cigarette

Saussure (8) Signifier Signified Code Arbitrary Motivated Syntagm Paradigm Denotation Connotation

Peirce (1) Sign = “something that stands for something, to someone in some capacity” Even the real ‘thing’ is a sign Object = that for which the sign stands Interpretant = the meaning formed into another sign Re-interpretation can continue indefinitely: unlimited semiosis

Peirce (2) Symbol –Arbitrary, conventional –Dependant upon learning a code Icon –Resemble what they stand for Index –Causal connection to the object –Can figure this out

Peirce (3) Symbol, Icon or Index?

Peirce (4) Symbol Index Icon

Barthes (1) Relation between words and images Anchorage –Verbal language explains meaning of image Relay –Text adds something to the image –E.g. dialogue bubbles in comics

Barthes (2) Anchorage or Relay?

Synchronic & Diachronic (1) Synchronic (paradigmatic) –In space –Simultaeous –Static, Instant in time –Relations in a system –Analysis Diachronic (syntagmatic) –In time –Sequence –Changing, Evolutionary –Relations in time –Development

Synchronic & Diachronic (2) Most semiotic analysis is synchronic –Pure textual analysis = representations of… Diachronic analysis demands –Several texts which can be directly compared –An appreciation for cultural codes over time What can they tell us about culture & society?

Types of Metaphors Metaphor: relationship by analogy –The ship cut through the waves Similie: relationship by likeness –The ship is like a knife (or as) Metonymy: relationship by substitution –The captain sailed to the harbour Synecdoche: part stands for whole (or v.v.) –I’m all ears! Codes must be learned!

Intertextuality (1) References between texts –Parody –Quotes Common cultural currency –Genres –Narrative structures –Iconography Can draw upon complex ideas expressed elsewhere and run with them

Intertextuality (2)

Intertextuality (3)

Intertextuality (4)

Hyperreality (1) Signifiers and the signified are entirely de-coupled Signifiers reference to each other, not to the signified The copy has become our reality Hyperreality

Hyperreality (2)

Hyperreality (3) Signifiers and the signified are entirely de- coupled –Anything new? –Connection has always been convention Signifiers reference to each other, not to the signified –Anything new? –Signifying systems create the image of closure –The un-representable? –Signifiers point towards social practice The copy has become our reality –Speak for yourself!

Clip: Four Weddings: in the words of David Cassidy

Key Themes (1) Semiotics is about uncovering the internal relations in a closed system of meaning The relationship between objects/ concepts, how they are represented, and how they are (generally) interpreted The system is not closed! Every sign is a window onto social practice There are expressions outside of systems of meaning Brilliance of the interpreter?

Key Themes (2) What exactly does this tell us about the media? Media increase the flow of signs & therefore to the sense of a mediated society Media support & interpret social codes Media logic can be interpreted & revealed But media are not singular – look for the gaps, the contradictions, the unrepresentable!