Semiotics is the study of signs and their meaning in society. A sign is something which can stand for something else – in other words, a sign is anything that can convey meaning. Meanings can be constructed with symbols, writing and technical elements.

Can you think of an example of a sign that has been used to represent a meaning in a text?

How did we come to the conclusion that Father Jack had assaulted the Bishop in the Father Ted clip.

The signifier– The sign: a word, colour or image (i.e. the colour BLUE)

The signified  – The concept/ meaning/associations that the sign refers to (i.e. BLUE is often associated with sadness or the sea etc.)

Signifier: Red rose with a green stem

Signifies: a symbol of passion and love

Signifier: Brown cross

Signifies: a symbol of religion, or to be more specific this is a symbol of Christianity.

The symbolic signs of business are the suit, tie and white shirt.

The symbolic signs of Goths is the dark hair, heavy make-up, dark clothing.

These symbolic codes are understood by most people in UK society.

Sign and cultural differences

How we read a sign depends on our culture

EXAMPLE: In Britain, we associate the colour white with innocence, purity, weddings.

In China, white is the colour of mourning and is worn at funerals

The image represents glamour, stardom, sexuality, beauty

We may also associate the photo with her depression, drug-taking and ultimately death

The image connotes peace, tranquility paradise, holiday, summer to some readers.

…but think about natural disasters, world poverty and global warming- in this case the image may connote fear or even death.

It is important to note that images have different connotations depending on the context of the images and the reader of the image/text.

What are the connotations of

a)The match?

b)The globe?

Text is also a signifier and conveys meaning

What signifiers can you see in the image?

What is the signified meaning?

Pick and analyse a film poster

1.What are the key signifiers on the film poster and what do they signify?

2.What are the denotations on the poster? (What does the images/text/signs show?)

3.What are the connotations on the poster? (What could the images/text/signs mean?)

4.What are they communicating to an audience? Why?

the action of indicating or referring to something by means of a word or symbol.  The denotation is the literal meaning of the sign – what it actually means. 

an idea or feeling which a word or symbol invokes for a person in addition to its literal or primary meaning.

The connotation is the associated meaning – what it makes you think of.