Reading Signs in the Media Lecture by Ayesha Mulla HOC Winter 2015 Indus Valley School of Art &...
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Transcript of Reading Signs in the Media Lecture by Ayesha Mulla HOC Winter 2015 Indus Valley School of Art &...
Reading Signs in the MediaLecture by Ayesha Mulla
HOC Winter 2015Indus Valley School of Art & Architecture
What is Semiotics?
Semiotics = the study of “signs” in everyday speech [and of anything which 'stands for' something else]
In this sense, “signs” = words, images, sounds, gestures and objects.
Semiotics: Definitions
Ferdinand De Saussure (1916): Semiotics is a science which studies the role of signs as part of social life
Charles Peirce (1931): Semiotics is the formal doctrine of signs. A sign is something which stands for something in some respect or capacity-- “every thought is a sign”
In semiotics, the basic unit of meaning is a sign. A sign is anything that makes meaning.
All signs have two aspects: the signifier and the signified. The signifier is any material thing that signifies, e.g., words on a page, a facial expression, a picture, graffiti. The signified is the concept that a signifier refers to.
Connotations = involve signifying signs
signs that become the signifier for a second signified (The second level of meaning)
What is “medium”?
The term 'medium' is used in a variety of ways. It includes broad categories such as: - speech- writing- print- broadcasting
Medium
A Medium is a particular form or system of communication
Mass media (radio, television, newspapers, magazines, books, photographs, films and records)
Media of interpersonal communication (telephone, letter, fax, e-mail, video-conferencing, computer-based chat systems)
What does semiotics have to do with understanding Media?
Semiotics teaches us that reality is a system of signs.
Meaning is not 'transmitted' to us - we actively create it according to a complex system of codes or conventions of which we are normally unaware.
We live in a world of signs and we have no way of understanding anything except through signs and the codes into which they are organized.