Defining and Introducing Concepts Semiotics Defining and Introducing Concepts

Semiotics Semiotics is, simply, the study of signs. As a culture, we see and understand signs all the time: stop signs, open or closed signs, signs telling us which is a male or female bathroom, etc. Silverman and Rader define sign as “an object or idea or combination of the two that refers to something besides itself, and it depends on others to recognize that it is a sign (6). In other words, signs get their meanings due to culture, history, experience, etc.

Components of a sign Saussure, one of the creators of semiotics, argued that a sign is composed of two parts: the signifier and the signified. Together, the two create a sign and that creates meaning. Signifier: Object that exists Signified: what it means

Example T-r-e-e being the letters you are physically seeing and the tree being what you mentally picture

Denotation When you describe what you are actually seeing, you are describing the denotation of a text or reading it on a denotative level This means that you are just reading the surface of a text

Connotation The signified is what you associate with what you are physically seeing This is usually influenced by your culture, your experience, your memories, your history, where you are, etc. When you look for the deeper or hidden meanings of a text, you are looking at it on a connotative level Let’s try some examples of denotation and connotation.

Example 1:

Example 2:

Example 3:

Making Meaning “The world is open to interpretation” (Silverman & Radar 6) Multiple meanings & interpretations Different connotations to everything read and observe Like figurative language (multiple meaning) Influenced by background Every text you read, as you interpret, you bring all your knowledge of everything else you read and observe System of Reading “We can interpret images, words whose letters are arbitrarily assigned meaning” (Silverman & Radar 8) Same signified with different meaning: pop, soda, Coke

Cat Different ideas of catness

Is there an essential form of catness or Katniss?

Semitotic Situations “When we try to make sense of our surroundings or interpret one aspect of our surroundings based on the signs or texts of our situation” (Silverman & Rader 10). “Read between the lines” (Silverman & Rader 10). Why are their beer ads running during tv sports events but a ensure ad during the nightly news? Reading Starbucks. Reading fonts.

The Body as a Text Our body is read as a text Deciphered to be read according to societal standards. Look for cultural signs-signifiers (pants, long hair, etc). Judith Butler Gender is based on social codes that are indoctrinated If you are a tomboy, you are judged Forced social codes to fit certain positions

The Body as a Text Amber Rose and Blac Chyna at the VMAs - Slutwalk

Font vs. Font Steve Jobs: Simplicity of fonts---took a college calligraphy class.

ICONS

OUTCASTS/(SUB)CULTURES