SEMIOTICS

AS Media Studies

Semiotics

• The study of the meanings of signs.

• Seeks to understand how languages, as a system of codes or signs communicates meaning.

• The technical codes particular to a media form carry with them cultural meanings.

• Texts can be interpreted in different ways – meaning is not fixed.

Denotation & Connotation

Words and images in media texts can work on more than one level.

• Denotation: The surface meaning

• Connotation: The deeper or hidden meanings and associations

DENOTATION is the straight forward or common- sense meaning of a sign. Literally what is actually shown in an image.

A red rose is a flower – that is its straight forward meaning or denotation

An apple is a fruit we eat-

A lamb is a young sheep-

CONNOTATION is the extra, linked meaning that goes with any sign.

The connotations of a sign will be much more personal than the straight forward denotation because they are to do with personal ideas and feelings about it.

The connotations will not be the same for everybody.

Think about the rose…

For romantics a red rose can be

a symbol of love.

In Lancashire it is a symbol for the county.

It has even been a symbol for a political party.

These are all connotations or extra layers of meaning that the image carries with it.

Think about the apple…

It can be a symbol of health.

It can have associated meanings of New York -“The Big Apple”.

It can even have stand for sin.

These are all connotations or extra layers of meaning that the image carries with it.

A two step content analysis of pictures.

1. Denotation. Straightforward reading of what is in the picture.

2. Connotation. The extra, linked meanings that go with the picture.

1 :- Sky. Sand. Girl. Boy. Donkey.

2:- Beach. Seaside. Holiday. Family holiday. Traditional British holiday.

This image denotes the movie star Marilyn Monroe

The image connotes glamour, stardom, sexuality, beauty

If this was one of the last photographs of Marilyn Monroe, we may also associate it with her depression, drug-taking and ultimately death

This image denotes a tropical island

The image connotes peace, tranquility paradise, holiday, summer to some readers.

…but think about the film ‘Castaway’, the victims of the Bali bombings or the recent tsunami - in this case the image may connote isolation, fear or even death

It is important to note that images have different connotations depending on the reader of the image/text

What do the following images:i) denote ii) connote

A B

3 types of codes provide a framework for the analysis of newspapers and magazines:

1) Technical• The way the camera has been used, the way the subject

has been lit and the way the shots have been framed/edited.

2) Symbolic• Relates to objects, setting, body language, colour,

clothing etc – these all carry cultural meanings. The visual effect of these elements are displayed to give meaning to the viewer.

3) Written • Elements such as headlines, speech bubbles, style of

typeface and captions to photographs. Words are often used to fix a meaning, or anchor it.

Introduction to Semiotics: Written Codes

The study of written codes includes:

• Slogans• Typeface/Font• Headlines• Captions• Style• Choice of words• Emphasis of words

Analysing Written Codes

1. What is the title of the magazine and what does this connote?

2. What slogans/captions have been used?

3. What colours are used and what do they connote?

4. What font has been used and what does this connote?

5. What words have been chosen? Why do you think they have been chosen?

6. What words are emphasised and why do you think they have been emphasised?

What do the following fonts connote/signify?