LESSON 7: THE SCIENCE OF SEMIOTICS

OBJECTIVE [1] To review understanding of signification

OBJECTIVE [2] To introduce the language of semiotics

OBJECTIVE [3] To introduce the key theorists
 

 

To truly understand the ‘success’ of a text we need to analyse ‘how’ texts  create meaning

To do this we need to first be clear as to what a sign actually is and how it ‘works’ in itself and then how it works with other signs to create sophisticated layers of meaning

objective [1]

In studying the media we will be concerned with:

[1] how signs work [physical composition and understanding];

[2] how signs operate in a social context - how meaning is created and how audiences understand signs;

[3] the impact of  that meaning

A sign is made up of the signifier and what is signified

 

 Objective [2]

In a modern, complex society signs often work together to create a wider, more layered meaning.  It is the complexity of this process that will be the focus of much of our study of the media
Our own language is a good starting place.  Words are simply 'signs' - markings, shapes that we have agreed to give a meaning to and one that we commonly share.  After all, what makes a 'c' a 'c' is nothing other than agreement.  The PowerPoint in the lesson ought to help make this clearer. It is in other contexts simply a half-drawn circle.

As such, different cultures have ascribed [given] different shapes a similar meaning to our own [CAT in English is CHIEN in French - a different sign for the same creature].

We also ought to begin to think about how a shared understanding does not equate to a shared meaning.  We all know what a cat is and what the sign cat represents when we read it but the meaning is shaded by personal experiences and preferences etc.

Review of the learning:

Signs have a meaning  ascribed to them by the culture that created them

Signs have an understanding that is individual to us arising from the shared understanding

Signs have no meaning.  The ‘audience’ gives them meaning

Objective [3]

We now need to explore the theoretical ideas underpinning our study.  The PowerPoint Semiotics takes you through the key ideas of Saussure and Pierce and finally arrives at Roland Barthes

Presentation of broadcast clips : Q/A