What is Semiotics?

Semiotics

• The study of– signification and communication– how meaning is constructed and understood– how signification changes in different contexts

Semiotics

• Ferdinand de Saussure (“so-SIR”) (1857-1913)

– “It is possible to conceive of a science which studies the role of signs as part of social life. It would form part of social psychology, and hence of general psychology. We shall call it semiology (from the Greek semeîon, 'sign'). It would investigate the nature of signs and the laws governing them.”

What is a Sign?

Sign

• A sign is an entity which signifies another entity.

Sign

• A sign is an entity which signifies another entity.

• We make meanings through our creation and interpretation of signs.

• Charles Sanders Peirce (“purse”) (1839 –1914)

Sign

• Whether something is a sign depends on a sentient entity ascribing it with meaning.

Sign

• Whether something is a sign depends on a sentient entity ascribing it with meaning.

Sign

• Whether something is a sign depends on a sentient entity ascribing it with meaning.

“leaf”

Sign

• Whether something is a sign depends on a sentient entity ascribing it with meaning.

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Sign

• Nothing is a sign unless it is interpreted as a sign.

• Anything can be a sign as long as it is interpreted as signifying something by a sentient being.

Koko the Gorilla

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What are the twocomponents of a Sign?

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Dyadic Model(Saussure)

Components of a Sign

Signified

Signifier

Dyadic Model(Saussure)

Components of a Sign

Signifier is physical, sensual

Signified is psychological

Dyadic Model(Saussure)

Commonsense dictates that the signified, the concept, is primary.

Signifier is physical, sensual

Signified is psychological

Dyadic Model(Saussure)

Signifier is physical, sensual

Signified is psychological

But many contemporary theorists consider the signifier, the medium of expression, just as important.

Dyadic Model(Saussure)

Semiotics is about aSystem of Meaning

• Signs don’t have an essential or intrinsic connection to nature.

Semiotics is about aSystem of Meaning

• Signs don’t have an essential or intrinsic connection to nature.

• Meaning is structural and relational rather than referential.

Semiotics is about aSystem of Meaning

• Signs don’t have an essential or intrinsic connection to nature.

• Meaning is structural and relational rather than referential.

• Signs refer primarily to each other.