Semiotics: The science of sign systems
- Semiotics and structuralism
- Signs: signifiers and signified
- Syntagmatic and paradigmatic sign relations
- Text
- Iconic, Indexial and symbolic signs
Sign= signifier (significant) form + signified (signifie) concept
Iconic signs- look like the thing that they signify, eg. portraits, photos ect.
Indexical signs- refer to other knowledges, eg. natural signs: clouds signify rain, footprints feet ect.
Symbolic signs- have meaning only due to convention, eg. words, flags ect.
The arbitrariness of spoken language can be illustrated by looking at our writing systems:
- A phonetic alphabet records sound values
- An ideographic system uses symbols to represent a thing or idea without indicating any of the sound in its name
Fashion design
- Fashion isnt just clothing
- It has shared meanings
- A system of signs, symbols and iconography that non-verbally communicates meanings about individuals and groups
Structuralism
- Everything we encounter is a text that we read
- Syntagmatic relation- A relation that links signs (or even texts) into a more complex 'text'
- Syntax- the study of the rules for the formation of grammatical sentences in a language
- Paradigmatic relation- The relationship between a set of signs which means that nly one of them may be present at any given time in a given position, i.e. signs / texts that can be substituted for each other within a complex text without changing the nature of that complex text
- Paradigm- a set of forms all of which contain a particular element, especially the set of inflected forms based on a single stem or theme: systematic arrangement of all the inflected forms of a word
Parole- the spoken/ individual usage of signs within a system
langue- the structural rules and conventions of a system
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