Signs and signification
How precarious communication is. Meaning isn't guaranteed.
- key themes and concepts
- to explore key theories and theorists of linguistics
Ferdinand de Saussure defined semiology - a study of sign systems
Signifier/signified (mental image) /signified (what you come up with in your head)
Allows the element of thinking.
Separated the process of speaking
It's a meta language
Signs work within systems. What dictates the meaning
Walkers crisps example.
Connotation and denotation
Provides us with levels or orders of signification
Roland Barthes warns that denotation is NOT literal meaning but its naturalists
MYTH
become naturalised over time. No literally or logical connection between there meaning.
Red wine in France - class, intelligence
Milk in the us - freedom, strength
Syntagma and paradigms
Syntagm - a series or collection of signifiers within a text ( a sentence)
Syntagma tic relations - how signifiers within a syntagm relate to each other
Paradigm - signifiers that relate through the body through a Meaning
Dolce and gabbana advert. Man, swarm, clean, tuxedoed up. Gives us the meaning that the aftershave is for that sort of person. If we was then to swap the two images around (rugged cowboy) we would get the impression that the aftershave is for that type of man.
Metaphor and Metonym
Are both non literal forms of signification, as such require a level of interpretation
Rhetoric the act of effective persuasion using language
- Politics
- Journalists
- Advertisers
- PR
Meta is a prefix used to alter purpose of a practice or system inwards
Meta movie. A film about making a film
Artwork about artwork
Structuralism
Is the term used for the broad application of semiotics/semiology to a range of sign systems
Future than the application solely to linguistics
Structuralism emphasises structures or systems of signification
Not what is means but how it comes to mean.
Post structuralism
Wile structuralism focuses on the structures of meaning in any signifying system
This is authoritarian in nature
It assumes the presence of meaning ( the metaphysics of presence) logo centrism
Anything bThat does not fit the discarded or ignored
Difference
- Differer - to differ and to defer
- Differance - is both differing and deferring simultaneously
Deconstruction
Where structuralism identified/created structures of signification
Deconstruction aims to dismantle the structures - identifying
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