semiotics in 10 minutes
DESCRIPTION
A short 10 minute theory presentation on semiotics presented at UX Australia 2009.TRANSCRIPT
10 Minute TheoryStephen Cox - UX Australia 2009
Semiotics
Ferdinand de Saussure Linguist (French)1857 –1913
Charles Sanders Peirce Mathematician (American)1839 –1914
Claude Levi-Strauss Anthropologist (French)1908 -
Structuralists
Signified
Signifier
Sign
DOGgau
hund
Inu
canis
STRUCTURALISM
SYNTAGMATICPARADIGMATIC
MAN BITES+ DOG+Syntagmatic
MAN BITES DOG+ +WOMAN
Paradigmatic
SIGNIFIERSThe
Cabinet
The Glass
Knick Knacks
SYNTAGMATIC
International
Australian
Front door
How are they ordered?
PARADIGMATIC
What’s missing?
Where are the
Australian travel Knick
Knacks? Why were these things chosen for
the cabinet?
ANALYSISCabinet is an unconscious metaphor
Map of the perfect world where the international is kept safely behind glass
Suburbs are changing
Allows you to ask more specific questions and get better answers about why they wanted to move to a gated community.
DENOTIONCONNOTATION
July 3rd
DENOTION
September 11th
CONNOTATION
SEMIOTICS
Everything is a sign
Signs can be read
Signs exist in a structure and context
Looking at the structure of signs allows you to get to the meaning
For each text what is being said, by whom and why?
GIVE IT A GO
LEARN MORE
http://www.aber.ac.uk/media/Documents/S4B/semiotic.html