SAUSSURE

Representation Theory

Ferdinand de Saussure Ferdinand de

Saussure was a Swiss linguist and semiotician whose ideas laid a foundation for many significant development both in linguists and semiotics in the 20th century.

26 November 1857 – 22 February 1913)

Signs (Semiotics)

In semiotics, a sign is something that can be interpreted as having a meaning, which is something other than itself, and which is therefore able to communicate information to the one interpreting or decoding the sign. Signs can work through any of the senses, visual, auditory, tactile, olfactory or taste, and their meaning can be intentional such as a word uttered with a specific meaning, or unintentional such as a symptom being a sign of a particular medical condition.

The sign by Saussure  In the tradition of semiotics developed

by Ferdinand de Saussure the sign relation is dyadic, consisting only of a form of the sign

(the signifier) and its meaning (the signified). Saussure saw this relation as being essentially arbitrary motivated only by social convention.

Saussure's theory has been particularly influential in the study of linguistic signs.

The Similarities between his theory within the media

Signs in the media

Ferdinand De Saussure suggested these theories:

Signifier Physical form which we can see or hear within the clip

Signified The meaning attached to the signifier within the clip

Roland Barthes adapted Ferdinand's theories into 'symbolic code' which organises and puts together the signifiers of the text, referring to groups of signifiers.

Some example of Signifiers within a Music

Video E.g Butterflies signifying freedom and hope.

Fields and open spaces- Freedom

Sexual references- Lollipops, flowers, tongues, treats e.g cakes

Nicki Minaj, Katy Perry and Rihanna have many signs to look for in music video’s that have another meaning.

Examples of Signifiers

The signified within this frame is Rihanna surrounded by water, but

the signifiers are her freedom as she can float anywhere. The

connotations of white are purity which can symbolise the characters

innocence and youth.

Illuminati- Example However and overthinking of symbolism can cause extreme ideas such as

the conspiracy theory of the Illuminati: There are many signs and symbols which are said to relate to a cult known as the illuminati. Examples include:

Triangles The All seeing eye Black vs white Fire Devil Weapons

Another signThis frame from another music video shows the signified of a band on a stage and thousands of fans watching. The framing of the shot and the focus being mainly on the fans, signifies the importance and freedom to share and do anything as the band plays. This symbolises them as a medium of information, showing their importance and influence.