Chapter 25Semiotics

“The study of the social production of meaning from sign systems;

the analysis of anything that can stand for something else”

By: Shannon Abraham & Brendan Curry Big Bang

November 12, 1915 – March 25, 1980

Studied at the University of Paris, where he took a degree in classical letters, grammar and philology.

Taught semiology at the College of France

Hulk Hogan

Wrestling, violence & entertainment

Signified is the CONCEPT

Signifier is the IMAGE

SIGN WWE (World Wrestling Entertainment)

SignifierSignified Sign

Signs tend to change meaning over time:

1980 Hostage Crisis

Yellow ribbons hung “we want you back theme”.

Sign taken from 1972 song

Persian Gulf War

Yellow ribbons hung carried the same message.

Though presence of shameful acts or forgiveness

Pride in victory

Every ideological sign is result of two interconnected sign systems

First is descriptive –Denotative sign system

Descriptive sign without ideological content

Connotative sidestepKey to transformationSecondary (connotative) system

Connotative sign systemA mythic sign that has lost its historical referent; form without surface

1972 SongForgiveness to stigma

Hostage crisisWe want you back

Persian GulfPride in victory

Post 9/11Support of nationalism

Connotative Sign

“We’re number one” War meant ghastly DEATH

1998 NBA Playoffs Michael Jordan Gatorade Commercial

MJ/Gatorade

“Like Mike”Denotative system

Sell GateradeConnotative system

The ad becomes culturally linkedAfrican American child

Singing “that he is me”Look of yearning

Audience invited to participate in ad.

Commercial functions as a glorification of unfulfilled desireLife Lesson + Their product = strong consumer responseFuels capitalist systemMaintain the dominance of those who hold the reins of commerce and power

Signifier – shoelaces around telephone wiresSignified – hope, POW, Support of Nation

Signifier – Woman escaping AlbaniaSignified – suitcase bomb, destruction, threat.

“A good plan today is better than a perfect plan tomorrow,”

- General George S. Patton- Conrad Brean

“Why change horses midstream?”- Abraham Lincoln

- President’s Campaign Commercial

IS MADONNA A SIGN? YES OR NO

Queen

Barthes’ claims connotative signs reinforce dominant valuesCounterculture connotative systems challenge the status quo.Black ribbons represent death

The Green Lantern1. Hal Jordan

1952Post war26 year old white maleMiddle class

2. John Stewart1972 Post Civil RightsVeteran MarineAfrican-American

3. Alan Scott2011Push for Same Sex MarriageOpenly Gay

BLOODs

CRIPs

• Hand sign• Color• Shirt• Bandana• Hat