Charles Sander Pierce 1839 - 1914

18 color based on my experience the police rules as the decision to stop my motor cycle; it is called interpretant. The other example, the name of Sarah Azhari, the word of Sarah Azhari is something signrepresentament. It represents something else the physic or mental experience about her real Sarah Azhari on magazine, television and so on as object. And someone may interpret Sarah Azhari based on his experience as an artist or sexy woman interpretant. This process of three steps is called semiosis. Figure V: The meaning of a sign from Pierce Afterwards, based on his focusing on Philosophy, Charles Sander Pierce argued that a sign is “something that represents something else” and it consists of three types, index, icon and symbol. Index is a sign that the relation between a signrepresentament and its object is causality directly like smog and its objective reference to indicate fire. Icon is a sign that the relation between a signrepresentament and its objective reference is similarity like a photo and its real object to indicate a person. Symbol is a sign that the relation between a signrepresentament and its objective reference is based on social convention Real Sarah Azhariobject An artist and Sexyinterpretant Sarah Azharisign 19 like Indonesian flag and its object, the existence of Indonesia state. 24 So, Charles S. Pierce who named his study as semiotics said that a sign is not structural aspect, but it is the three process steps which are caught by senses. He also argued that the process of interpreting a sign is not once interpretation only; it is unlimited interpretation unlimited semiosis. In addition, Charles S. Pierce added that the process of interpretation a sign has category, first semiosis, second semiosis, and third semiosis. First semiosis is where human interprets a sign as “guessing”, the process semiosis of signrepresentament which is caught by senses represents something else object as guessing. Second semiosis is clearer, and third semiosis is a sign that is caught by senses is to be a sign which is caused by convention habit in social life. 25 It depends on the human experience physical or mental. For example in theatre, if we see an actor, he plays as the character of a king, and then he holds a stick which is as symbol of a king. It may take the scheme as follow: Figure VI: The semiosis process of Pierce 24 Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, Depok: Komunitas Bambu, 2011, p. 241. 25 Ibid., p. 91. A stickobject A part of woodsign A symbol of a kinginterpretant 20 From this process semiosis, this sign produces the other sign; it is to be the actor who holds a stick in this theatre show is a king. He must be the king. Then, the unlimited semiosis, the king which is just an actor is interpreted as he has a power in this show. Therefore, the different terminology “sémiologié” which de Saussure called structural aspects sign = signifier and signified and it is being used in Europe tradition. But, semiotics terminology is from United States of America, Charles S. Pierce, which is used by English language and it is discussing about a process of three steps and distinguishing three types of signs, index, icon and symbol. Both terminologies focus on the orientation, the orientation is about the structural aspect and the process of three steps. 26 In time, the conference, Association for Semiotics Studies in 1974, has stated that in the general science of a sign is now usually called semiotics, and now semiotics terminology is more popular than semiology terminology. In other hand, the development study of a sign, semiotics, is used and developed by Roland Barthes to criticize the cultural phenomena in French, he used and developed it as study method. But he still applied the concept of de Saussure signifiersignifiant and signifiedsignifié or Europe tradition to his concept, even though he criticized de Saussure concept to be dynamic then. 26 E.K.M. Masinambow, Semiotik: Kumpulan Makalah Seminar, Depok: Pusat Penelitian Kemasyarakatan dan Budaya Lembaga Penelitian Universitas Indonesia, 2000, p. iii. 21

2. Roland Barthes

Roland Barthes was a Professor for “The Chair of Literary Semiology” at Collegé de France at January 7, 1977. Before 1975, there was rumor that Barthes was an eccentric and stylist person. This rumor, according to the Professors at Collegé de France, was unsuitable to be a Professor. The Professors said that to be a Professor should be “formal”, not a “fashionable” perso n like Roland Barthes and also Barthes’ works was not as thick and many as other scientists. But his effort to introduce and explain about semiotics decreased the rumor there. Barthes applied to be a Professor which the interviewer was Michael Foucault. 27 Roland Barthes was a son of Navy, Louis Barthes, his mom was Henriette Barthes. He spent his time to bear and develop semiotics and became one of editors in Tel Quel magazine with Julia Kristeva and Phillipe Sollers. He was born November 12, 1915 and February 25, 1980, he got an accident which caused by truck crashed, laundry truck, at Cherbourg, Normand North, French. It happened after having lunch with Michael Foucault and Francois Mitterrand, the president of French. And he died March 29, 1980. He studied at Sorbonne since 1935 – 1939. At 1939 – 1948, he was spending his time to get degree in language and philology study and teaching at French, Rumania and Egypt. In time, he was one of newspaper contributor, Combat, which was then to be the place that revealed the first work, Writing Degree Zero 1953. At 1952, Barthes got a position in Centre National de 27 Roland Barthes, Mythologies, Paladin: 1983, p. 9. 22 Recherche Scientifique when still studied sociology and lexicology. And in this time, he released his essays to Les Lettres Nouvelles and then it would be the anthology essay, Mythologies 1957. Barthes started reading de Saussure’s work in the middle of 1950. He said that “I was dazzled” during the chance that given from semiotics to break the relation phenomena between language, culture and ideology. So semiotics was chosen as scientific approach. By the systematic and program of semiotics was fixed to criticize the cultural phenomena as ideology —criticizing by signification analysis. 28 Then, Barthes learnt and did with teaching, writing, and discussing with other scholars, from this activities, Elements of Semiology 1964, was released for teaching semiotics tools. 29 And also Mythologies was a founding text to analyze media culture. These works look like that Barthes is serious to be semiotics as scientific approach. And at 1970, Barthes released his work, SZ, as the criticism to Sarasin from Balzac, it according to scientists is the most wonderful work from Barthes. In other hand which is from his life, the writer is going to turn on one of Barthes study of cultural phenomena which Barthes took from French phenomena, denotation and connotation which will explain as points next. Barthes developed the concept of de Saussure 1916 signifier signifiant and signified signifié to be dynamic. 28 Ibid., p. 20. 29 Roland Barthes, Introduction: The Semiological Adventure, p.5. 23 He said that in social-cultural life the understanding of signifier signifiant and signified signifié is a process of two steps. Because signifier is a process which is not only caught by senses in human cognition but also it is produced by. So that Barthes based on sign users said that signifier is called expression E and signified is contenu C, content or concept. 30 Based on the theory of de Saussure, a sign which is a relation R between E and C is in human cognition and it would be more than just a sign, said Barthes. And he concluded that this concept is to be E-R-C model. 31 He based on his work, Elements of Semiology 1964, developed this theory to be the theory of denotation and connotation then and distinguished them to pursue the meaning in related to socio-culture.

a. Denotation

The first step in social cultural life, sign users define a sign just as denotation meaning, meaning of a sign as common sign, and it is being caught by senses of sign users at the first time which is R 1 between E 1 and C 1 . 32 Denotation is what is exactly shown the level of explaining the relation R 1 between signifierE 1 and signifiedC 1 or it is a sign in which refers to a reality. It would produce the meaning explicit, and direct as social convention. For example, an image photo of my face on Senior High School Certificate signifier E 1 is in relation to R 1 what I look 30 Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, Depok: Komunitas Bambu, 2011, p. 84. 31 Ibid., p. 13. 32 Ibid,. p. 84.