What is Semiotics?

Semiotics

• The study of– signification and communication– how meaning is constructed and understood– how signification changes in different contexts

Semiotics

• Ferdinand de Saussure (“so-SIR”) (1857-1913)

– “It is possible to conceive of a science which studies the role of signs as part of social life. It would form part of social psychology, and hence of general psychology. We shall call it semiology (from the Greek semeîon, 'sign'). It would investigate the nature of signs and the laws governing them.”

What is a Sign?

Sign

• A sign is an entity which signifies another entity.

Sign

• A sign is an entity which signifies another entity.

• We make meanings through our creation and interpretation of signs.

• Charles Sanders Peirce (“purse”) (1839 –1914)

Sign

• Whether something is a sign depends on a sentient entity ascribing it with meaning.

Sign

• Whether something is a sign depends on a sentient entity ascribing it with meaning.

Sign

• Whether something is a sign depends on a sentient entity ascribing it with meaning.

“leaf”

Sign

• Whether something is a sign depends on a sentient entity ascribing it with meaning.

?

Sign

• Nothing is a sign unless it is interpreted as a sign.

• Anything can be a sign as long as it is interpreted as signifying something by a sentient being.

Koko the Gorilla

(view video)

What are the twocomponents of a Sign?

?

?

Dyadic Model(Saussure)

Components of a Sign

Signified

Signifier

Dyadic Model(Saussure)

Components of a Sign

Signifier is physical, sensual

Signified is psychological

Dyadic Model(Saussure)

Commonsense dictates that the signified, the concept, is primary.

Signifier is physical, sensual

Signified is psychological

Dyadic Model(Saussure)

Signifier is physical, sensual

Signified is psychological

But many contemporary theorists consider the signifier, the medium of expression, just as important.

Dyadic Model(Saussure)

Semiotics is about aSystem of Meaning

• Signs don’t have an essential or intrinsic connection to nature.

Semiotics is about aSystem of Meaning

• Signs don’t have an essential or intrinsic connection to nature.

• Meaning is structural and relational rather than referential.

Semiotics is about aSystem of Meaning

• Signs don’t have an essential or intrinsic connection to nature.

• Meaning is structural and relational rather than referential.

• Signs refer primarily to each other.

Semiotics is about aSystem of Meaning

• Signs don’t have an essential or intrinsic connection to nature.

• Meaning is structural and relational rather than referential.

• Signs refer primarily to each other.

• Signs only make sense as part of a formal, generalized and abstract system.

Semiotics is about aSystem of Meaning

• The word “cat” only makes sense in relation to other words:– “dog”– “animal”– “pet”– “owner”– “cute”– “purr”– “lick”– “hunt”

Semiotics is about aSystem of Meaning

“animal”

“purr”

“cute”

“lick”

“hunt”

“owner”

“dog”

“cat”

Semiotics is about aSystem of Meaning

• No sign can make sense on its own but only in relation to other signs.

Semiotics is about aSystem of Meaning

• No sign can make sense on its own but only in relation to other signs.

• The meaning of signs is in their systematic relation to each other rather than deriving from any inherent features of signifiers or any reference to material things.

Semiotics is about aSystem of Meaning

The word “cat” has more in common with other words than it does an actual cat, or whatever a ??? may actually be.

Language isBinaristic and Negative

• Cat vs. Dog• Man vs. Woman• Nature vs. Culture• Good vs. Evil• Yes vs. No• Black vs. White• 0 vs. 1• Life vs. Death• Gay vs. Straight• Up vs. Down

• Cold vs. Hot• Happy vs. Sad• Sleep vs. Awake• Free vs. Pay• Pretty vs. Ugly• West vs. East• Paper vs. Plastic• Republican vs.

Democrat • Healthy vs. Sick• Few vs. Many

Things are defined not by what they are, but by what they are not.

Things are defined not by what they are, but by what they are not.

“red”

Most of the information communicated is actually negative.

“red”

Linguistic Signs are Immaterial(Saussure)

• Word signifiers have no material value magically embedded in their sounds or appearance.

Linguistic Signs are Immaterial(Saussure)

• Word signifiers have no material value magically embedded in their sounds or appearance.– This immateriality is their value.– If linguistic signs draw attention to their

materiality this hinders their communicative transparency.

– New words can be invented or imported as needed

Signifier is physical, sensual

Signified is psychological

Dyadic Model(Saussure)

Signifier is physical, sensual

Signified is psychological

Object in the real world orspeaker’s mind

Triadic Model(Peirce)

Representamen is physical,sensual

Interpretant is meaning fromdecoding representamen

Triadic Model(Peirce)

Object in the real world orspeaker’s mind

Three ways signs represent objects(Peirce)

• Symbol

• Icon

• Index

Three ways signs represent objects(Peirce)

• Symbol– Arbitrary or purely conventional– 100% needs to be learned– language in general, alphabet, punctuation marks,

numbers, Morse code, traffic lights

• Icon

• Index

Three ways signs represent objects(Peirce)

• Symbol– Arbitrary or purely conventional– 100% needs to be learned– language in general, alphabet, punctuation marks,

numbers, Morse code, traffic lights

• Icon– Resembling or imitating the signified– similar in some quality– portrait, cartoon, onomatopoeia, metaphors, sound effects

imitative gestures

• Index

Three ways signs represent objects(Peirce)

• Symbol– Arbitrary or purely conventional– 100% needs to be learned– language in general, alphabet, punctuation marks,

numbers, Morse code, traffic lights

• Icon– Resembling or imitating the signified– similar in some quality– portrait, cartoon, onomatopoeia, metaphors, sound effects

imitative gestures

• Index– existential connection to the signified– evidence, smoke, footprints, pain, thermometer,

clock, knock on a door, photograph, handwriting,

Three ways signs represent objects(Peirce)

• Symbol

• Icon

• IndexSigns can be one, two or all three of these at once.

What are some Symbols?

What are some Symbols?

WordsWordsWords

What are some Icons?

What are some Icons?

“Chirp chirp”“miu miu”“vroooom”

What are each of these?

Icon of a real-world symbol(street sign)

Icons

Symbols

Symbol

What are each of these?

What are some Indices?(plural of index)

What are some Indices?(plural of index)

Semiotic Analysis

Semiotic Analysis

Olympic Style Guide for Beijing Citizens

Semiotic Analysis

(for foreigners to interpret Chinese people positively)

Olympic Style Guide for Beijing Citizens

• No wearing pajamas in public

Semiotic Analysis

Olympic Style Guide for Beijing Citizens

• No wearing pajamas in public

Westerners may read the person as crazy, or the culture doesn’t respect personal boundaries and privacy.

The Chinese government recognized that Westerners will read the pajamas incorrectly.

Semiotic Analysis

Olympic Style Guide for Beijing Citizens

• No more than three color groups in your clothing.

• No white socks with black leather shoes

• No public displays of affection

• When standing toes should point outwards

• Handshakes should not last more than 3 seconds

Semiotic Analysis

Semiotic AnalysisWhat are the intended signifieds?

Semiotic Analysis

• Man• Sexy• Healthy / Ripped• Calvin Klein brand• Comfortable• Virility• “Package”• Inadequacy???• Jealousy???• Fear???

What are the intended signifieds?

Semiotic AnalysisWhat are potential unintended signifieds?

Semiotic Analysis

• Homoerotic???

• Corporate

• Propaganda

• “Douche bag”• Alienated (from brand)

What are potential unintended signifieds?

Semiotic AnalysisHow is the signifier shaping the signified?

Semiotic Analysis

• Black and white– form and mass rather

than color– authenticity

How is the signifier shaping the signified?

Semiotic Analysis

Semiotic Analysis

Transcoding (the signified)

Semiotic Analysis

Transcoding (the signified)

Minority groups often appropriate the language of oppression to assert power

“Black” (“Black is Beautiful” from the 1960s)

“Nigger”“Queer”“Bitch”

“The CD cover of his album Put Yo Hood Up (2001) shows Lil’ Jon clad in a pair of black rubber coveralls, his open-mouthed expression of rage and intensity augmented by the added effect of gold teeth, sunglasses, and long dreadlocks, creating a general impression of a demented slaughterhouse worker or other grotesque. The draping of the rebel flag around his shoulders in the picture, far from constituting an endorsement, communicates the hostile occupation of a symbol. The cover image seems the worst nightmare of a white supremacist, a demonic, superpowered black man appropriating, occupying, and defiling the treasured symbol of Dixie.”http://www.southernspaces.org/contents/2008/miller/9a.htm

Semiotic Analysis

"I wear the belt for southern pride and to rebel. . . . I don't take the Confederate flag that serious as far as the racial part is concerned." Andre 3000 of OutKast

I'm Sorry Miss Jackson

Semiotic Analysis

Trans-coding (the signified)

Other examples?

Semiotic Analysis

Semiotic Analysis

Semiotic Analysis