Roland Barthes semiology theory – signifiers and signifieds.
Definition from OCR
- Semiology is the study of signs. Signs consist of a signifier (a word, an image, a sound, and so on) and its meaning – the signified.
- The denotation of a sign is its literal meaning (e.g. the word ‘dog’ denotes a mammal that barks).
- Denotations signify connotations – the associations of the denotation (e.g. ‘dogness’ – the thoughts and feelings associated with dogs).
- Denotations and connotations are organised into myths – the ideological meaning. These make ideology seem natural. For example, a Bulldog might activate a myth of Britishness.
What is the theory?
- The signifier is the object, whilst the signified is what it represents metaphorically.
- For example, the sun is a physical object, but it can represent life or happiness.
Practice:
What is it literally? What does it represent?
- Sun
- Mountain
- Sports car
- Wine bottle
- Beer bottle
- Suit
- Trainers
What is the more complex understanding?
- Barthes’s understanding of myth is the notion of a socially constructed reality which is passed off as ‘natural’.
- The opinions and values of a historically and socially specific class are held up as ‘universal truths’ even though they are myths.
- Attempts to challenge this naturalization and universalization of a socially constructed reality (what Barthes calls le cela-va-de-soi) are dismissed for lacking `bon sens’, and therefore excluded from serious consideration
The nearly automatic and unconscious use of codes pervades all aspects of culture from basic verbal communication to mass media. We have codes for all kinds of popular culture genres, all the symbolic moves in advertising, political terms, race, and identity.
How do I use this?
When explaining media language. What does the costume, prop, mise-en-scene represent metaphorically?
Can this be linked to media contexts. Is the suit seen as powerful in a corporate environment?
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