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Sign & Meaning Introduction to Semiotics Daniel Chandler [3]

Sign & Meaning Introduction to Semiotics Daniel Chandler [3]. Tatiana Evreinova Multimodal Interaction Research Group Tampere Unit for Computer-Human Interaction. Contents. i ntroduction (3) s ign and typology ( 10 ) m odality and visual representation (2) c odes (4) a rticulation (1)

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Sign & Meaning Introduction to Semiotics Daniel Chandler [3]

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  1. Sign & MeaningIntroduction to SemioticsDaniel Chandler [3] Tatiana Evreinova Multimodal Interaction Research Group Tampere Unit for Computer-Human Interaction

  2. Contents introduction (3) sign and typology (10) modality and visual representation (2) codes (4) articulation (1) intertextuality (2) references (1)

  3. What is semiotics about? SEMIOTICS is “concerned with everything that can be taken as a sign” [Umberto Eco, 1976] can take the formof words, images, sounds, gestures or objects studies the capacity of humans to make, disseminate, and understand these signs involves the study not only of what we refer to as 'signs' in everyday speech, but also of anything that 'stands for' something else…

  4. Whether it’s “linguistic turn” or two views to semiology? a science which studies the life of signs at the heart of social life [Ferdinand de Saussure, 1971] every thought is a sign [Charles Sanders Peirce, 1857]

  5. Basic issues general semiotics is considered as the theory of the production and interpretation of meaning meaning is made by the deployment of acts and objects which function as signs in relation to other signs social examine semiotics practices, specific to a culture and community, for the making of various kinds of texts and meanings in contexts of culturally meaningful activity multimedia are based on the principle that all meaning-making necessarily overflows the analytical boundaries between distinct, idealized semiotic resource systems such as language, gesture, depiction or action

  6. ALL INDIVIDUALS ARE MEANING-MAKERS ? Why Sign / What does it mean? 1/10 ...because we interpret things as signs unconsciously by relating them to familiar systems of conventions [Peirce, 1931]

  7. Sign / Dyadic model 2/10 SIGNIFIED - the idea being represented SIGNIFIER- the word doing the representing the sign is the whole that results from the association of the signifier with the signified

  8. SIGNIFIED SIGNIFIER Sign / Signification example 3/10

  9. SESUO / Lithuanian SISTER / English SISKO / Finnish SOEUR / French SESTRA / Slovak ZUSTER / Dutch SYSTIR / Icelandic SYSTER / Swedish Sign / Arbitrariness 4/10 an “ARBITRARY CHOICE” between two things means a choice for no good reason Why do we use different sound sequences to mean a female sibling?

  10. Sign / Arbitrariness example 5/10 The meaning of word TREE depends on context and its relation to other words

  11. SHE + CAN + GO Sign / Syntagm 6/10 Language is linear we produce one sound after another and words follow one another Syntagm is interlinking signs sequentially during constructing sentences

  12. BUT…

  13. ? Which sign should journalist choose from a range of possible alternatives? Sign / Paradigm 7/10 …at the same time as we produce these signs linked to one another, we also choose a sign from a whole range of alternative signs. IRA terrorists overran an army post in Londonderry in Northern Ireland Terrorists Freedom fighters Guerillas Active units Paramilitaries IRA By choosing appropriate sign we are defining paradigmatic relationships between signs

  14. Sign / Denotation, Connotation& Myth Denotative level:a photograph of the movie star Connotative level: associations with glamour, sexuality, beauty or depression or drug-taking and untimely death Myth: the dream factory can produces glamour, but also can crush it

  15. Sign / Typology 9/10 Icon is a sign which is linked to its object by qualitative characteristics Index denotes its object by being physically linked to it, or affected by it Symbols has no qualitative or physical link to its object and defined by social convention most words are symbols

  16. Sign / Typology 10/10 Object denoted – THE QUEEN Object denoted – A TREE

  17. the mental schemata involved in visual recognition may be closer to the stereotypical simplicity of cartoon images than to photographs AMBIGUITY or APPARENT PARADOX? Modality and visual representation 1/2 Modality refers to the reality status accorded to or claimed by a sign, text or genre

  18. THE WORD IS NOT THE THING WITHOUT SIGNS NOTHING IS CONCEIVABLE [Sless, 1986] Modality and visual representation 2/2 WHETHER ALL SIGNIFIERS ARE SOCIALLY ARBITRARY?

  19. Is this a white vase? …Or what? Is this geometric composition? Codes (1/4) All perceptual systems are already languages in their own right [Jameson, 1972] IS ALL THIS AMBIGUOUS?

  20. PROXIMITY SMALLNESS CONTINUITY SIMILARITY SURROUNDNESS SYMMETRY CLOSURE Codes

  21. Codes (3/4) Codes organize signs into meaningful systems which correlate signifiers and signified BUT While every code is a system,not every system is a code

  22. SOCIAL Verbal language Bodily Commodity Behavioral TEXTUAL Scientific Aesthetic Genre, rhetorical and stylistic Mass media INTERPRETATIVE Perceptual Ideological Codes (4/4) THE WORLD (SOCIAL KNOWLEDGE) CODES MODALITY JUDGEMENTS THE MEDIUM AND THE GENRE (TEXTUAL KNOWLEDGE)

  23. Articulated object First articulation only Without articulation Articulation / “Duality of patterning” An object is articulated when having separable sections which are linked together

  24. connecting the text to other texts THE DEATH OF AUTHOR OR THE BIRTH OF VIEWER? connecting the author and reader of a text Intertextuality (1/2) Any text is the absorption and transformation of another [Kristeva, 1980]

  25. INTER quotation, plagiarism, allusion PARA the relation between a text and its 'paratext' TEXTUALITY S HYPO the relation between a text and a preceding 'hypotext' ARCHI designation of a text as part of a genre META explicit or implicit critical commentary of one text on another Intertextuality / Genette’s typology (2/2)

  26. References [1] Semiotics Resources (full bibliography) Available at: http://carbon.cudenver.edu/~mryder/itc_data/semiotics.html [2] Semiotics (by Werner Hammersting) Available at: http://www.olinda.com/edu/CinemaStudies/Semiotics/semiotics.htm [3] Semiotics for beginners (by Daniel Chandler, book) Available at: http://www.aber.ac.uk/media/Documents/S4B/ [4] General Semiotics (by Jay Lemke) Available at: http://academic.brooklyn.cuny.edu/education/jlemke/theories.htm [5] What is Semiotics? (by Eugene Gorny) Available at: http://www.zhurnal.ru/staff/gorny/english/semiotic.htm [6] What is Semiotics? (literature review by Scott Simkins) Available at: http://www.chass.utoronto.ca/epc/srb/cyber/sim1.html [7] Basic terms (by Benjamin Horton) Available at: http://www.geography.dur.ac.uk/teaching/level1/module3/3_7/docs/textanalysis_2.html [8] Introductory models and basic concepts: semiotics Available at: http://www.cultsock.ndirect.co.uk/MUHome/cshtml/semiomean/ [9] An introduction to semiotics Available at: http://www.merz-akademie.de/projekte/george.legrady/theory/semiot/anintro.htm [10] Signs and language Available at: http://www.rdillman.com/HFCL/TUTOR/Semiotics/

  27. Thanks for your time & attention

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