Seminar 2: An Introduction to Semiotics

Semiotics is the science of studying signs. 

MEANING 

Ferdinand de Saussure (Swiss Linguist)

There is no innate meaning to anything.
It is the process of learning how and what things mean within the agreed systems of meaning.

KEY WORDS (code, sign, signifier, signified, arbitrary, denotation, connotation, myth)

What is the importance of meaning in the study of art, design and culture?

Structuralism- structures and systems that produce things, in semiotics this refers to meaning.

We take for granted that something naturally means something... this is dangerous!

We can unravel meaning in cultural practice, if we take culture as operating like language.

A code is a system of symbols or signs. 

For example, fashion is a whole sign system. The clothes/accessories are designed to give off a certain impression; this is a cultural code. A tie is another example, it is intrinsically meaningless but it signifies smartness and status because of our cultural code. However, punks destablished that cultural code and became so sub-cultural and potent due to this. 

As an illustrator if you understand cultural practice you can opperate within the cultural codes or jetsam them.
For example, star wars is much like a western in the way the goodies all wear white and the baddies black.

Codes are found in all forms of cultural practice.

Saussure stated that within codes are signs and that sings are split into the signifier (sound/image) and the signified (mental concept).

Signifier 

• Written word e.g. 'dog'
• Spoken word e.g. 'dog'
• Barking by dog
• Picture of a dog

Signified

• Mental image of a dog

The relationship between both is arbitrary. 

Question why certain things mean certain things.

Feminine vs masculine?

Roland Barthes book Mythologies contains many examples and analysis. 

Denotation is the basic understanding of dog -e.g. a four legged creature.
Connotation is the associational meaning of dog e.g. loyalty, companionship, walks etc.

Advertisements and illustrations use layer upon layer of connotations. 



Meaning within society isn't questioned it is just accepted.

The myths which suffuse our lives are insidious precisely because they appear so natural. - specific connotations are being naturalised.

The meanings of signs shift. They come from people not the image itself.
By analysing the connotational content of cultural artifacts we can access ideological meaning which can help us understand how culture operates.