SEMIOLOGY

 Semiology, also called as semiotics, is the study of signs. The term originates from the Greek word ‘semeion’ which means ‘a sign’.

Saussure defines semiology as ‘a science that studies the life of signs within society; which would show what constitutes signs, what laws govern them’.

A fundamental idea of semiotics is that meaning is not a quality inherent in any given sign, but an aspect of how that sign differs from other signs.

Semiotics reveals the ways in which signs are used, accepted and rejected. It indicates the tastes and desires of wider society.

 

In our everyday life we come across numerous signs. These visual signs have some identified meanings.

The meanings are clear because we have grown up looking at them and someone told us what it was and so we have an automatic response to them.

 

Saussure analyzed the sign into two basic components: a sound component which may be named the signifier and a conceptual component, which he called a signified. This conceptual component, signified, is not a material object, but the thought / idea of an object. It is what is called to mind when an individual hears or uses the appropriate signifier. The signifier therefore constitutes the material aspects of language.

In the case of spoken language, a signifier is any meaningful sound which is made, in the case of the written language a signifier is any meaningful mark written down, in the case of the media a signifier is any image which is relayed to the audience. 

Thus, a sign is the union of a signifier and a signified, which form an indissociable unity like two sides of the same piece of paper.

 

Barthes primary level and secondary level significance

Ronald Barthes outlines a semiological model for readding popular culture. He takes Saussure’s perspective and indicates any primary significations as the signifier ‘cat’ produces the signified ‘cat’ – a four-legged feline creature.

He uses the terms ‘denotation’ (primary signification) and ‘connotation’ (secondary signification).

Denotation – is the first level of signification, it means the permanent sense of a word excluding all subjective evaluation. It describes the literal or obvious meaning of the sign; thus, denotation of the visual image refers to what all people see without association to their culture, ideology or society.  Barthes expressed that the denoted message bears analogical properties and it is primary to connotation in the process of signification.

e.g. sunrise denotes the beginning of the day and end of the night.

 

Connotation – Barthes uses the term connotation to explain the way the sign works. It describes the interaction that occurs when the sign meets the feelings or emotions of the users and values of their culture. It is influenced by the subjective factors that open more interpretation to the text. Connotation relies on the prior existence of denotation, it is built on denotation. It is a product of mental abilities responsible for reading between the lines.

 e.g. sunrise connotes a new day full of hope, the end of darkness, a new vision, etc.

 

Semiotics in Media

Semiotic approach is highly applied in media studies in domains such as advertising, cinema, video clips, caricature, etc. semiotics is considered as one of the major branches of media analysis materials. It enables the interpretation of the underlying meanings within media output and how the audience accepts, rejects or redefines those meanings.

 

Analyzing an image:

 

Barthes demonstrates semiotic analysis with the example of a front cover from Paris Match, showing a young black soldier in French uniform saluting.

The primary signification: Soldier saluting

The secondary signification: A positive image of French imperialism, militarism, ethnic difference, implies France is a great empire and all her sons, without color discrimination, faithfully serve under her flag, etc.