semiotics in 10 minutes

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10 Minute Theory Stephen Cox - UX Australia 2009

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A short 10 minute theory presentation on semiotics presented at UX Australia 2009.

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Page 1: Semiotics in 10 minutes

10 Minute TheoryStephen Cox - UX Australia 2009

Page 2: Semiotics in 10 minutes

Semiotics

Page 3: Semiotics in 10 minutes

Ferdinand de Saussure Linguist (French)1857 –1913

Charles Sanders Peirce Mathematician (American)1839 –1914

Claude Levi-Strauss Anthropologist (French)1908 -

Structuralists

Page 4: Semiotics in 10 minutes

Signified

Signifier

Page 5: Semiotics in 10 minutes

Sign

Page 6: Semiotics in 10 minutes

DOGgau

hund

Inu

canis

Page 7: Semiotics in 10 minutes

STRUCTURALISM

Page 8: Semiotics in 10 minutes

SYNTAGMATICPARADIGMATIC

Page 9: Semiotics in 10 minutes

MAN BITES+ DOG+Syntagmatic

Page 10: Semiotics in 10 minutes

MAN BITES DOG+ +WOMAN

Paradigmatic

Page 11: Semiotics in 10 minutes

SIGNIFIERSThe

Cabinet

The Glass

Knick Knacks

Page 12: Semiotics in 10 minutes

SYNTAGMATIC

International

Australian

Front door

How are they ordered?

Page 13: Semiotics in 10 minutes

PARADIGMATIC

What’s missing?

Where are the

Australian travel Knick

Knacks? Why were these things chosen for

the cabinet?

Page 14: Semiotics in 10 minutes

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.

Page 15: Semiotics in 10 minutes

DENOTIONCONNOTATION

Page 16: Semiotics in 10 minutes

July 3rd

DENOTION

Page 17: Semiotics in 10 minutes

September 11th

CONNOTATION

Page 18: Semiotics in 10 minutes

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?

Page 19: Semiotics in 10 minutes

GIVE IT A GO

Page 20: Semiotics in 10 minutes

LEARN MORE

http://www.aber.ac.uk/media/Documents/S4B/semiotic.html