Semiotics-the study of signs
- Examines how symbolic, written and technical signs construct meaning
- Looks at how meaning is made and understood
- As human beings we all create understanding and meaning of signs…e.g. fire exit sign
Key terms:
- The signifier-the sign: a world, colour or image. (E.g. the colour blue
- The signified-the concept/meaning/associations that the sign refers to (i.e. blue is often associated with sadness or the seat etc.)
Examples:
RED ROSE- signifier:red rose with green stem
Signifies: a
symbol of passion and love.
BROWN CROSS- signifier:brown cross
Signifies: a
symbol of religion or Christianity
HEART- signifier:heart
Signifies: a
symbol of love and affection
The Media:
Media texts
‘re-present’ the world to us
The media
‘mediates’ how we view the world and in many ways can dictate if we respond o
types or ‘stereotypes’ of things in a positive or negative way.
Representation:
Young people
in hoodies are represented as wild, obnoxious, violent aggressive thugs.
Subverting stereotypes:
Media
producers do not all construct lazy, simplistic representations that fit in
with societies’ and the audiences’ existing misconceptions and prejudices.
Media texts
can choose to present characters and events that challenge these ideas. These
characters may subconsciously go against the stereotype, or just present a
person as not being different to others.
KEY WORDS:
KEY WORDS:
Denotation: What we actually see
Connotative Level: What you associate with
that image
Denotative: the surface meaning
Connotative: the deeper or hidden
meanings and associations
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