Semiotics and Television

Broadcasting: Concepts and Contexts

Chris Gilgallon

The Oxford English Dictionary defines semiotics as…

‘…the study of signs and symbols and their use or interpretation.’

Whether we realise it or not, signs are an integral part of our every day existence.

Semiotics: An Introduction

We communicate using signs:

◦ Words, (spoken and written)

◦ Images, (still and moving)

◦ Acts, (what we do and how we react)

Semiotics: An Introduction

There are also other signs which we interpret:

◦ Sounds, (artificial and natural)

◦ Odours

◦ Flavours

◦ Objects, (man-made or natural)

Semiotics: An Introduction

Pierce stated that 'Nothing is a sign unless it is interpreted as a sign‘

Anything can be considered to be a sign as long as someone choses to see it as ‘signifying’ something. In this case it will refer to, or stand for something other than itself

Semiotics: An Introduction

Normally our interpretation of things as signs is an unconscious act.

We have learned though social conventions or personal experience to interpret things as signs.

Semiotics: An Introduction

I can only understand what a sign represents

If I understand what it does not represent.

Semiotics: An Introduction

The linguist Ferdinand de Saussure offered a 'dyadic' or two-part model of the sign. He defined a sign as being composed of:

◦ a 'signifier' - the form which the sign takes;

◦ and

◦ the 'signified' - the concept it represents.

Semiotics: An Introduction

The association between the signifier and the signified provides the sign.

The relationship between the signifier and the signified is referred to as the ‘signification’.

Semiotics: An Introduction

Symbolic signs:

◦ Arbitrary.

◦ The relationship between signifier and signified is culturally specific.

◦ Words would be an example

Semiotics: An Introduction

Iconic Signs:

◦ The signifier resembles the signified.

◦ A picture would be an example.

Semiotics: An Introduction

Indexical signs:

◦ A sign where the signifier is caused by the signified.

◦ Smoke signifies fire.

Semiotics: An Introduction

Ideology:

◦ Ideological codes work to organise other codes into a coherent set of meanings.

◦ Serving the dominant interests of a society.

Semiotics: An Introduction

Codes:

◦ Combination of semiotic systems.

◦ Imply values about the world in which we live.

◦ The interaction of values, social structures and semiotics.

Semiotics: An Introduction

Metaphor:

◦ Connotation where one sign is substituted for another with which it is closely associated.

◦ Used to refer to something it does not literally denote.

◦ Suggests similarity.

Semiotics: An Introduction

Often a signifier can represent a different signified and therefore a different sign.

The word ‘open’ when seen on a shop window is a sign that the shop is open for business.

The same word on a piece of packaging is a sign of where and possibly how to open the package.

Semiotics: An Introduction

Think of the word library when it is placed at the entrance to a building.

We interpret this as a sign.

The signifier is the word ‘library’.

The signified concept is of a building which contains books and materials which can be borrowed.

Semiotics: An Introduction

Other signs:

◦ A red traffic light is the signifier and having to stop is the signified.

◦ A particular ringtone on your phone is the signifier; the arrival of a message is the signified

◦ The smell of curdled milk is the signifier; that the milk is off is the signified.

Semiotics: An Introduction

Roland Barthes believed that Saussure’s sign focussed on denotation at the expense of the connotation.

Barthes was a French literary theorist who used semiotics to analyse the mass media and who developed his own contributions to the field; in particular the idea of denotation and connotation.

Denotation and Connotation

Think of an image of a heart

The denotation is what we see; a heart.

However the connotation can be of love.

The connotative reading will be influenced by both cultural and personal experience.

Denotation and Connotation

An example of mixed connotations is the colour red.

The colour red denotes a certain bandwidth in the spectrum which separates it from other colours.

However, in terms of connotation red can stand for passion but can also stand for danger.

Denotation and Connotation

Remember that the names we attach to things are purely arbitrary, there is no law of nature which states that red has to be called red, or that a heart has to be called a heart.

These are just names which have been given to them and have, through cultural learning been fixed to them.

Denotation and Connotation

Barthes was interested in the power of the mass media and believed that the primary way that the mass media communicate ideological meanings is though connotation.

Denotation and Connotation

The American space programme from the 60’s onwards in terms of media coverage was laden with connotations:

◦ Technological (and tied into that, military) superiority

◦ access to seemingly inexhaustible financial resources

◦ scientific ingenuity

◦ bravery

Denotation and Connotation

It will depend on your own cultural background and personal beliefs.

To most Americans the connotation is of their superiority and rightful place as world leaders.

If you lived in the USSR it would have been of danger and imminent threat.

Eventually these beliefs can be seen to evolve into what are effectively myths.

Denotation and Connotation

Ultimately a rocket is just a rocket, and the image of a man walking on the moon is just an image of a man walking on the moon, they are both signs.

However, the important thing is the connotations associated with these signs.

Denotation and Connotation

But the connotations, (and therefore the myths) can change.

The Challenger and subsequent Shuttle disasters changed the connotations of US space programme.

This consequently challenges the myth.

Denotation and Connotation

Television is an integral part of our culture.

Television presents the viewer with a multitude of signs.

Television makes use of a langue, (language system), consisting of both visual and aural signs.

Semiotics and Television

Everything within a programme is a sign.

◦ Opening credits ◦ Theme tune◦ Design of the set◦ Actors cast◦ mise en scene◦ Music used◦ Make up◦ Lighting

Semiotics and Television

Think of the structures of different types of programmes.

Even if we have never seen a particular programme before, we can recognise the signs, their connotations and make assumptions regarding the genre of programme it is.

Semiotics and Television

What are the signs you can read, and connotations of the following images?

Semiotics and Television

Semiotics and Television

Semiotics and Television