- To possess the ability to manipulate people's perception
- To know the secret of media advertising
- To have the knowledge to create images and ideas that are effective to the groups of people intended
- To be able to read a person's body language
So, what is "Semiotics"?
My own understanding of semiotics is simple and easy to remember.
Semiotics is the study of signs. It is when you find about meanings deep within the subject itself. In terms of communication, semiotics is important as it is used as a tool of analysis for visual communication. It helps us understand meanings that are constructed by language and culture which makes up the social life.
The basic key terms commonly used in the study of semiotics are:-
- Signifier
- Signified
- Sign
- Denotation
- Connotation
- Codes
- Anchoring
What makes up the "signifier"?
It is formed by 5 senses namely the sight, smell, touch, taste and sound.
For example: 'T O D D L E R S'
'T I A R A S' - these alphabets are read by using our sense of sight which makes up the signifier.
Another example would be a commercial video of "Toddlers and Tiaras" when it was first aired on Travel and Living Channel and also on Home and Health Channel in 2009.
What is a "signified"?
A "signified" is a mental concept derived from the signifier. It is what comes into our minds after/when we see, smell, feel, taste and hear something.
After watching (makes use of our sense of sight) the above video, what comes into our minds would be:
Toddlers, young girls on beauty pageants
Tiaras
Make up, hair sprays and hair dos, fake eye-lashes and sun-tanned skin
Throwing tantrums, rude, feisty, demanding and very "divalicious"
Psycotic parents supporting this beauty pageants for young girls, not to mention pressuring them as well
The above are the things that signifies the alphabets "T O D D L E R S" and "T I A R A S" and also the commercial video. A signifier does not simplify signify just one thing but many as I have stated under each images/gif.
In conclusion:
Signifier + Signify = Signs
1. T O D D L E R S
2. T I A R A S
+
Mental images = "Toddlers and Tiaras"
However, there are 3 types of signs:
- Symbolic
- Indexical
- Iconic
Next, we have the "codes". Codes are a set of rules that are agreed upon by a community or society. These rules are used to interpret signs. Without the knowledge of cultural codes, interpreting signs would be very difficult to understand.
For example:
It is understood that the above sign means NO RUNNING. Meaning no running is allowed.
Another term that is used in the study of semiotics is "denotation". A denotation is a literal description or meaning of a signifier/sign.
For example:
Sign: An unhappy little girl
Denotation: A little girl looking away from the camera, hair beautifully done, looking unhappy with her glamorous diamante dress and lips pouted with a huge mirror and at least three unknown people in the background.
"Connotation" is the representation or concept of the sign. It is the metaphor of the sign or an assumption of what the sign represents. For example:
When we think of Paris, we think of "The city of lights", the Eiffel tower and fine dining.
Last but not least is "anchoring". It aims to fix or limit the interpretation of an image. It is a very powerful semiotic tool that shapes how we view and see things. Anchorage is used to 'anchor' the meaning of the sign so that only a specific interpretation if favoured.
For example: Caption under a photograph
The image says "Ensuring a future for pedophiles and strip clubs". It shows that the reality tv show "Toddlers and Tiaras" brings negative impacts towards the public as it shows young girls acting inappropriately to impress the judges (for example: doing sexy moves on stage) thus "strip clubs" and "pedophiles" as it promotes adults to be near to these little girls, etc.
Without 'anchoring' interpretations can go into so many ways.
