B. Semiotics
Semiotics has been specifically described as “the study of
communication the way any sign functions in the mind of an interpreter to convey specific meaning in a given situation”. This means that semiotics as an
approach to the study of texts focuses on the communication phenomenon as a whole. This includes verbal language in speech and writing and non-verbal
communication anything that stands for something else
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. Semiotics is structural model which does not assume that a message
passes through a series steps or stages, rather, it sets out to analyze how a structured set of relationships allow a message to signify something, in other
words, what makes marks on a paper or sounds in the air into the message. Here, focus shifts from communication as a process to communication as the
generation of meaning. So, for communication to take place one would need to create a message out of signs “the more we share the same codes, the more
we used the same sign system, “the closer our meanings would‟‟ be of the message.
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Modern semiotics emerged through the work of linguistic theoris Ferdinand de Saussure and American philosopher Charles Saunders Pierce.
These two philosophers inspired the work of Roland Barthes, Roman
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Leeds-Hurwtz,Wendy. Semiotics and Communication: Sign, Codes, Culture. Routledge,1993.
15
Fisk, J. Communication Meaning and Sign. London: Routledge, 1995, p 39-61
Jakobson, Claude Levi-Strauss, Charles Morris, Thomas Sebeok, Julia Kristeva and Umberto eco.
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According to Ferdinand de Saussure, the sign is the whole that result from association of the signifier with the signified. The relationship between
the signifier and the signified is referred to as „signification‟. A sign must have both a signifier and a signified. A sign is a recognizable combination of a
signifier with a particular signified.
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Furthermore, semiotics is concerned with creating the meaning and representation in many forms, perhaps most obviously in the form of text and
media. Icons and index es feed into symbols, as Pierce put it “Symbols grow”.
They come into being by the development out of other signs, particularly from icon.
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Charles Morris distinguishes the kinds of semiotics into semiotics of syntax semiotics of semantics and semiotics of pragmatics. Syntax semiotics
studies preparation of the sign ordinance together from a composite with the name of phrases, sentences, thoughts, and ideals. Semantic semiotics
associated with what was to be referred to by signing it, meaning that purpose of the use of sign, but it also associated semantics how the way this sign refers
something. Meanwhile, pragmatics semiotics associated with the use and effect of the use of the sign itself in real behavior.
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16
Seiler, R.
SemiologySemiotics. Retrivied
November 29,
2005 from
http:www.ucalgray.ca~rseilersemiology.htm
17
Chandler 2002 Op. Cit.,p.33
18
Raffaele Simone, Iconicity in Language, AmsterdamPhiladelphia: John Benjamins Publishing Company, 1994, P. 97.
19
J D Parrera, Teori Semantik, Edisi Kedua Jakarta : Erlangga, 2004., p. 11
C. Charles Sanders Pierce
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