Semiotics
What is semiotics?
The word ’semiotics’ comes from the Greek word semeion meaning ’sign’. Semiotics, or ’semiology’, is the study of signs and meanings. For the purposes of such study a sign is any physical object with a meaning. It has a particular interest to media studies when it comes to the analysis of print and film.
Three areas of study
- the sign - the picture, object, sound
- the system into which signs are organised
- the culture wihtin which these signs operate
Saussure
Saussure was a structuralist and his work developed many of the ideas associated with semiotics. According to this view, the place of a sign within the overall system gives meaning. Others such as Pierce believe that the creation of meaning from signs is a continual process and is subject to change. From this perspective humans interpret signs and act accordingly.
For Saussure signs have two parts:
- signifier - the actual image, physical appearance or sound
- signified - the idea or ideas to which the sign refers.
Roland Barthes developed this theory to include the interaction of humans with signs. He proposed two levels of ‘reading’ signs:
- The first: denotation - the obvious meaning. For example, a rose is a pretty-looking flower with a strong scent.
- The second: connotation - the associations created in the minds of those interacting with the sign. For example, a red rose connotes romance and the presentation of a red rose to someone connotes romantic affection. The context can alter the meaning, though: a red rose may also now connote a political party.
Things to consider
Connotations can often be specific to a culture. Some have become almost universal largely as a result of the global nature of today’s media.
Traffic lights can be used to explain semiotics and to demonstrate that human interaction makes fixed meaning impossible to define.
This sign means stop.
This sign means get ready to stop/go.
This sign means go.
However, it is not this simple. Consider the following again:
This sign is interpreted by many to mean ‘speed up before the lights change to red‘. These people understand the ‘official’ intention of the sign but choose to ‘read’ it in a different way.
If you have visited Paris you will know that a green light on a pedestrian crossing does not mean go; it means you may be able to cross, but only if the cars will stop for you! These two examples demonstrate that interpreting signs is never straight-forward and depends on human interaction.
For more detailed information see Stuart Price’s Media Studies or the Semiotics for Beginners site
Semiotics applied
Below are some examples of print analysis using a signier/signified approach. This sort of exercise is useful for a few reasons:
- It raises your awareness of the almost subconscious effect of images; we often take for granted the meaning and purpose of an image.
- It informs your coursework productions in that you appreciate the importance of every detail in terms of creating meaning.
- Such close analysis is also a means of investigating conventions associated with a particular format.
The work is by a lower sixth group and although certainly not definitive does suggest ways of ‘reading’ the images.
- There are several signifiers related to the woman: the cigarette, her gold watch, her comparatively ‘posh’ clothes, her smile, her red nails and her position in the shot. Collectively they allow us to conclude that she can be rebellious, she comes from a relatively wealthy background, she is confident and pleased with herself, she is possibly flirtatious and that she will be the centre of attention.
- The two men can be analysed in a similar way. They both have dirty clothes with some untucking, unbuttoning and rolled sleeves, a Stetson hat on one of them and a rope in the hand of the other. These signifiers lead us to assume that these are ‘cowboys’ who are working men. The expressions and body language of the two suggest troubles, probably related to the woman in the foreground.
- The colours in the poster, and the desert in the background signify heat and isolation. The car in the foreground is a contrast to this and signifies freedom, wealth and sophistication.
- The four men standing still, all looking towards the camera, signify confrontation and a sense of authority and control.
- Simple black clothes signify that the men are mysterious, menacing and a unit (a gang).
- The weapons they hold immediately signify the threat of violence.
- The rough textures in the pavement and the warehouse/garage doors signify feelings of discomfort and imperfections.
- The ‘No Parking’ sign in relation to the stationary men beneath signifies a challenge to authority.
- The words ‘Ordinary Decent Criminal’ signify the contradictions in the film and the characters.
- The colours in this poster signify a film that will be far from subtle. The sky is purple with bright lights illuminating it, the suits of the two men are equally loud and apparently silky. It is loud and unashamed - the word ‘SCORE!’ at the top reinforces this brashness.
- There are several signifiers of Las Vegas: palm trees, neon lights, ostentation, large illuminated buildings and so on. Las Vegas itself is a signifier for excess and over-the-top glamour.
- The contrasting, garish green lettering likewise signifies showiness and the essential ‘cheesiness’ of the film.
- There are lots of signifiers related to science fiction: a spaceship, stars, planets, the chosen font for the title, and the title itself.
- The textutes are also important: the metallic effect of the spaceship and the faces signify futuristic technology.
- The black and ghostly metallic colouring signify the isolation and coldness of space.
- In contrast to this there is the radiant orange and red explosion: this signifies action, danger and possibly passion between the male and female in the poster.
- The facial expressions of the two people signify that this is not their main priority. Perhaps averting disaster is more likely.
- The title is bold, bright and overlapping itself. This signifies a lighthearted comedy film. The pink lettering for ‘2 Girls’ signifies females (perhaps stereotypically), especially when contrasted with the blue of the sky (for boys).
- The sky itself, being bright blue with just a few thin clouds, signifies a summer setting in which people may feel more carefree, again signifying the lighthearted nature of the film. The bright varied colours also add to this by signifying liveliness and fun.
- The expression on Gregory’s face signifies a man who is pleased with himself. With two women in the background perhaps he is ‘getting away with it’? The raised eyebrow reinforces the impression that this is a lighthearted film. His casual clothing strengthens this impression.
- The clothes of the women are interesting. The one on the right has styled, dark hair, a pink cardigan and a flowery print dress. These signifiers suggest a certain amount of ‘poshness’ and superiority. She is also likely to take herself seriously. In contrast, the woman in the background has more unkempt hair, is wearing a demin jacket and seems less formal. From these signifiers we could conclude that she will be down-to-earth, fun loving and funny.
- There are several signifiers of the action genre: helicopters, explosions, men in black running with guns, lots of vehicles and movement, and Steven Seagal himself.
- The lighting on Seagal’s face signifies both his goodness in the film and his potential for ‘darker’ behaviour. His squinting eyes suggest he is facing strong opposition but that he is not looking away. He is strong, brave and determined.
- To Americans in particular, the title would also have strong associations. These would include pride, justice, courage and determination in the face of difficulty.
