SEMIOTICS THEORY

E. SEMIOTICS THEORY

Semiology refers to science of sign (Barnard, p.115), it also of what is now more usually referred to as semiotics. Semiology shows that people communicate indirectly, it seems like a telepathic (Barnard, p.115). Semiotic reveals how meaning which becomes sign product are constructed and understood. Barthes declared that semiology aims to take in any system of signs, whatever their substance and limits; images, gestures, musical sounds, objects,

systems of signification' (Barthes, 1967, p.9 as cited in Chandler, p.8 ). If we are going to think about the ways in which the things and events that we encounter in everyday experience influence us, then we need to start by thinking about how those things and events come to have meaning. That is because influence occurs through the management of meaning (Brummett 2 nd , p.8). Most signs do mean in more than one way; in fact, most signs have very rich meanings (ibid, p.13). Sign refers to anything which produces meaning (Thwaites, et al, 1994, p.7). Meaning is the product of sign and social practice. We cannot distinguish between them (Barker, 2000, p.37). Meaning described in terms of the communication of a message between two points, something like this:

Sender Reciever

Message

(Thwaites, et al, 1994, p. 2)

It shows the process of communication in which the sender sends message to the receiver. The sender itself means its actual source, while the receiver is its actual destination.

a. Sign

Everything is a sign. That‟s because a sign is something that induces you to think about something other than itself – and everything has that potential (Peirce in Brummett, 1951, p.8). Every sight and sound, every touch, smell, and

taste you experience, all prompt you to think about things other than, or in taste you experience, all prompt you to think about things other than, or in

We might also say that everything is a signifier, that everything signifies something else, or that everything has signification (Peirce in Brummett, 1951, p.9). The relation between signifier and signified, the way in which a sound

impression „points to‟ or invokes an abstract concepts is called signification. In fact, all signification whatsoever – has something “behind” it, some other reality

or significance beyond just itself (Brummett, 1951, p.166). Anything can be a sign as long as someone interprets it as 'signifying' something - referring to or standing for something other than itself ( Chandler, 16).

The term sign refers to the countless meaningful items, images, and so on that surround us (Brummett,2 nd , p.4). A subset of particularly powerful signs, known as cultural artifacts (ibid, p.14). An artifact is:

a. An action, event, or object perceived as a unified whole.

b. Having widely shared meaning, and

c. Manifesting group identifications to us. It is also important to notice that the artifact must be some action, event, or object that is perceived as a unified whole. In other words, perceptions of a whole

“thing” or “happening” that has some identity or character in itself make an artifact (ibid, p.15). Popular artifacts are of two types: popular objects are termed

Eds., 1992, p. 24). Dress in fact nothing more than the signifier of a single main signified, which is the manner or the degree of the wearer‟s participation (whether a group or individual) (Barthes, 2006, p.13). Appropriately, clothes, collection and image can be considered and analyzed as a sign because they are significant or represent something else (Barnard, p.116), and sign functions to communicate idea by means of message. Beyond its 'literal' meaning (its denotation), a particular word

may have connotations (Chandler, p.89 ). Barthes argues that we can talk of two

systems of signification which are often described in terms of levels of representation or levels of meaning. Roland Barthes adopted from Louis Hjelmslev the notion that there are different orders of signification (Barthes, 1957; Hjelmslev 1961, 114ff as cited in Chandler, p.92 ), they are:

1. Denotation Meaning

Denotation is the first order of signification. It means literal meaning of words or images, which make sense. Moreover it can be defined as an actual meaning (Fiske, 1990 in Barnard, p.119). In the case of linguistic signs, the denotative meaning is what the dictionary attempts to provide ( Chandler, p.89 ). Barthes defines Denotation as the description and literal level of meaning shared by virtually all members of culture. For example „pig‟ denotes the concept of a useful pink farm animal with a snout and curly tail, etc (Barthes in Barker, 2000, p.92).

Connotation is a second-order of signification. It can be defined as words or images which expect people to think and feel something (Barnard, p.121). The term 'connotation' is used to refer to the socio-cultural and 'personal' associations (ideological, emotional etc.) of the sign ( Chandler, p.89 ). Barthes stated that connotation involves meaning that are generated by connecting signifiers to wider cultural concerns. Here, meaning involves the association of signs with other cultural codes of meaning. Thus, „pig‟ may

connote nasty police officer or male chauvinist according to the sub-codes or lexicons at work (Barthes in Barker, 2000, p.92). Connotation concerns meanings that multiply up from a given sign. Thus a single sign becomes loaded with many meanings (ibid).

In semiotics, denotation and connotation are terms describing the relationship between the signifier and its signified, and an analytic distinction is made between two types of signifieds: a denotative signified and a connotative signified. Meaning includes both denotation and connotation (Chandler, p.89 ). Connotation and denotation are often described in terms of levels of representation or levels of meaning (ibid, p.92 ).

Diagram 2: The Orders of signification (Chandler, 92 ).

Sign Signifier

Signified

SIGN

Signifier

Signified

the notion that there are different orders of signification. The first order of signification is that of denotation: at this level there is a sign consisting of a signifier and a signified. The second-order of signification is connotation; it uses the denotative sign (signifier and signified) as its signifier and attaches to it an additional signified. In this framework connotation is a sign which derives from the signifier of a denotative sign (so denotation leads to a chain of connotations). He argues “this tends to suggest that denotation is an underlying and primary meaning - a notion which many oth er commentators have challenged.” Barthes himself later gave priority to connotation, and in 1971 noted that it was no longer easy to separate the signifier from the signified, the ideological from the 'literal'. “In passing, we may note that this formulation underlines the point that 'what is a

signifier or a signified depends entirely on the level at which the analysis operates:

a signified on one level can become a signifier on another level' ” (Willemen, 1994, p.105). This is the mechanism by which signs may seem to signify one thing but are loaded with multiple meanings ( Chandler, p.92)

We learned earlier that signs mean in one or more of three ways, Peirce defines sign into three forms which are listed here in decreasing order of conventionality. Symbolic signs such as language are (at least) highly conventional; iconic signs always involve some degree of conventionality; indexical signs 'direct the attention to their objects by blind compulsion' (Peirce 1931-58, 2.306 in Chandler, p.27 ).

Some things get you to think about something else because the “thing” (sign) and the “something else” (meaning) are linked by way of cause or association (Peirce in Brummett 2 nd , p.9). One thing is always or often found with another thing, and so one gets you to think of the other. This kind of

meaning is indexical; we say that the sign is an index, or that it is functioning indexically (ibid). An index 'indicates' something: for example, 'a sundial or clock indicates the time of day' (Peirce 1931-58 in Chandler, p.28 ). He refers to

a 'genuine relation' between the 'sign' and the object which does not depend purely on 'the interpreting mind' (ibid). Another example to show Indexical meaning is: Smoke is an index of fire; if you see smoke, it cause you think of fire because you know that one thing is associated with (caused by, in this case) the other (ibid.).

A mode in which the signifier is not arbitrary but is directly connected in some way (physically or causally) to the signified - this link can be observed or inferred: e.g. 'natural signs' (smoke, thunder, footprints, echoes, non- synthetic odours and flavours), medical symptoms (pain, a rash, pulse-rate), measuring instruments (weathercock, thermometer, clock, spirit-level), 'signals' (a knock on a door, a phone ringing), pointers (a pointing 'index' finger, a directional signpost), recordings (a photograph, a film, video or television shot, an audio-recorded voice), personal 'trademarks' (handwriting, catchphrase) and indexical words ('that', 'this', 'here', 'there') ( Chandler, p.27) . Whilst a photograph is also perceived as resembling that which it depicts, Peirce noted A mode in which the signifier is not arbitrary but is directly connected in some way (physically or causally) to the signified - this link can be observed or inferred: e.g. 'natural signs' (smoke, thunder, footprints, echoes, non- synthetic odours and flavours), medical symptoms (pain, a rash, pulse-rate), measuring instruments (weathercock, thermometer, clock, spirit-level), 'signals' (a knock on a door, a phone ringing), pointers (a pointing 'index' finger, a directional signpost), recordings (a photograph, a film, video or television shot, an audio-recorded voice), personal 'trademarks' (handwriting, catchphrase) and indexical words ('that', 'this', 'here', 'there') ( Chandler, p.27) . Whilst a photograph is also perceived as resembling that which it depicts, Peirce noted

2) Iconic meaning

If a sign makes you think of something else because the sign resembles that thing, then the sign has iconic meaning. We would also say that the sign is an icon, or that it means iconically (Peirce in Brummett, 2 nd , p.10). An iconic sign represents its object 'mainly by its similarity' (Peirce 1931-58, 2.276 Chandler, p.28). A sign is an icon 'insofar as it is like that thing and used as a sign of it' (ibid., 2.247)

Icon is one of the products of popular culture; Icons are three dimensional objects, (or two-dimensional images of those objects) which are visible, concrete embodiments of myths, beliefs, and values which form a cul ture‟s mindset (Nachbar&Lause, 1992, p.170-171). Popular Icons are meaningful objects which unite those who believe in the icon, express the important elements of the group‟s beliefs and values, and impart magical power

to the iconic group (ibid, p.171). A mode in which the signifier is perceived as resembling or imitating the signified (recognizably looking, sounding, feeling, tasting or smelling like it) - being similar in possessing some of its qualities:

e.g. a portrait, a cartoon, a scale-model, onomatopoeia, metaphors, 'realistic' sounds in 'programme music', sound effects in radio drama, a dubbed film soundtrack, imitative gesture ( Chandler, p.27) . As an example to show Iconic e.g. a portrait, a cartoon, a scale-model, onomatopoeia, metaphors, 'realistic' sounds in 'programme music', sound effects in radio drama, a dubbed film soundtrack, imitative gesture ( Chandler, p.27) . As an example to show Iconic

3) Symbolic meaning

Signs can get you to think about something else purely because of agreement or convention, because people are in the habit of connecting a particular sign with a particular meaning. When that happens, a sign is a symbol, or has symbolic meaning, or is functioning symbolically (Peirce in Brummett, 2 nd , p.11). Symbolic meaning comes about purely by way of what people agree to do (ibid). a symbol is 'a sign which refers to the object that it denotes by virtue of a law, usually an association of general ideas, which operates to cause the symbol to be interpreted as referring to that object' (Peirce 1931-58, 2.249 in Chandler, p.28). We interpret symbols according to 'a rule' or 'a habitual connection' (ibid). It means that a symbol is 'a conventional sign, or one depending upon habit (ibid)

Symbolic meaning is in some ways the most difficult kind of meaning to learn, because it is not natural and because symbolic meanings vary from one group to another (Brummett, 2 nd , p.11). Symbol/symbolic is a mode in which the signifier does not resemble the signified but which is fundamentally arbitrary or purely conventional - so that the relationship must be learnt: e.g. language in general (plus specific languages, alphabetical letters, punctuation marks, words, phrases and sentences), numbers, morse code, traffic lights, Symbolic meaning is in some ways the most difficult kind of meaning to learn, because it is not natural and because symbolic meanings vary from one group to another (Brummett, 2 nd , p.11). Symbol/symbolic is a mode in which the signifier does not resemble the signified but which is fundamentally arbitrary or purely conventional - so that the relationship must be learnt: e.g. language in general (plus specific languages, alphabetical letters, punctuation marks, words, phrases and sentences), numbers, morse code, traffic lights,

It is easy to slip into referring to Peirce's three forms as 'types of signs', but they are not necessarily mutually exclusive: a sign can be an icon, a symbol and an index, or any combination ( Chandler, p.30). Signs cannot be classified in terms of the three modes without reference to the purposes of their users within particular contexts. A sign may consequently be treated as symbolic by one person, as iconic by another and as indexical by a third. As Kent Grayson puts it, 'When we speak of an icon, an index or a symbol, we are not referring to objective qualities of the sign itself, but to a viewer's experience of the sign' (Grayson 1998, 35 in Chandler, p.30). Whether a sign is symbolic, iconic or indexical depends primarily on the way in which the sign is used ( Chandler, p.30).

b. Image

We are living in an increasingly visual culture and, more and more of the management of important public decisions is carried out using images (Brummett,2 nd , p.161). Images are in need of interpretation, and they draw attribution of motives just as does language (ibid, p.163). Images are the further step in the study of signs, especially semiotic. For images, like language, have a We are living in an increasingly visual culture and, more and more of the management of important public decisions is carried out using images (Brummett,2 nd , p.161). Images are in need of interpretation, and they draw attribution of motives just as does language (ibid, p.163). Images are the further step in the study of signs, especially semiotic. For images, like language, have a

In the analyzing image, color plays important role in giving certain meaning toward the image. Colors are breaks in the light spectrum that we classify with sign (Barker, 2000, p.90). Color from ever since has been used to shape and define our lives, our habits, our values, and our feelings (http://www.myuniversalfacts.com/2005/12/meaning-of-colors-color- symbolism.html accessed on Saturday, October 02, 2010, 12:18 AM). Here are some of color meanings:

a) Red

Red represents excitement, energy, passion, desire, movement, speed, strength, health, good fortune, vigor, power, heat, love, all things intense and passionate

(http://www.myuniversalfacts.com/2005/12/meaning-of-colors- color-symbolism.html accessed on Saturday, October 02, 2010, 12:18 AM). Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love. Use it as an accent color to stimulate people to make quick decisions. Red is widely used to indicate danger (high voltage signs, traffic lights). This color is also (http://www.myuniversalfacts.com/2005/12/meaning-of-colors- color-symbolism.html accessed on Saturday, October 02, 2010, 12:18 AM). Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love. Use it as an accent color to stimulate people to make quick decisions. Red is widely used to indicate danger (high voltage signs, traffic lights). This color is also

a. Light red represents joy, sexuality, passion, sensitivity, and love.

b. Pink signifies romance, love, and friendship. It denotes feminine qualities and passiveness.

c. Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath.

d. Brown suggests stability and denotes masculine qualities.

e. Reddish-brown is associated with harvest and fall (http://www.color-wheel-pro.com/color-meaning.html accessed on Friday, October 01, 2010, 10:10 PM).

b) Orange

Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. To the human eye, orange is a very hot color, so it gives the sensation of heat. Nevertheless, orange is not as aggressive as red. Orange increases oxygen supply to the brain, produces an invigorating effect, and stimulates mental activity. It is highly accepted among young people. As a citrus color, orange is associated with healthy food and stimulates appetite. Orange is the color of fall and harvest. In heraldry, orange is Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. To the human eye, orange is a very hot color, so it gives the sensation of heat. Nevertheless, orange is not as aggressive as red. Orange increases oxygen supply to the brain, produces an invigorating effect, and stimulates mental activity. It is highly accepted among young people. As a citrus color, orange is associated with healthy food and stimulates appetite. Orange is the color of fall and harvest. In heraldry, orange is

a. Dark orange can mean deceit and distrust.

b. Gold evokes the feeling of prestige. The meaning of gold is illumination, wisdom, and wealth. Gold often symbolizes high quality. (http://www.color-wheel-pro.com/color-meaning.html accessed on Friday, October 01, 2010, 10:10 PM).

Orange also represent balance, encouragement, warmth, enthusiasm, vibrant, expansive, flamboyant, demanding of attention, steadfastness, courage, confidence, friendliness, cheerfulness, warmth, excitement, energy fun times, plenty, kindness, adaptability, stimulation, attraction, happy energetic days and ambition, while Gold represents The sun, male energy, wealth, financial wisdom, security, understanding, luck, conscious mind, attracting happiness, activity, intelligence (http://www.myuniversalfacts.com/2005/12/meaning-of- colors-color-symbolism.html accessed on Saturday, October 02, 2010, 12:18 AM).

c) Yellow

Yellow is associated with joy, happiness, intellect, and energy. It produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. In heraldry, yellow indicates honor and loyalty. Later the meaning of yellow was connected with cowardice. Use yellow to evoke Yellow is associated with joy, happiness, intellect, and energy. It produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. In heraldry, yellow indicates honor and loyalty. Later the meaning of yellow was connected with cowardice. Use yellow to evoke

a. Dull (dingy) yellow represents caution, decay, sickness, and jealousy.

b. Light yellow is associated with intellect, freshness, and joy. (http://www.color-wheel-pro.com/color-meaning.html accessed on Friday, October 01, 2010, 10:10 PM).

d) Green

Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money. Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety. Use green to indicate safety when advertising drugs and medical products. Dull, darker green is commonly associated with money, the financial world, banking, and Wall Street.

a. Dark green is associated with ambition, greed, and jealousy.

b. Yellow-green can indicate sickness, cowardice, discord, and jealousy.

c. Aqua is associated with emotional healing and protection.

(http://www.color-wheel-pro.com/color-meaning.html accessed on Friday, October 01, 2010, 10:10 PM).

e) Blue

It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness. In heraldry, blue is used to symbolize piety and sincerity. As opposed to emotionally warm colors like red, orange, and yellow; blue is linked to consciousness and intellect. Use blue to suggest precision when promoting high-tech products. Blue is a masculine color; according to studies, it is highly accepted among males. Dark blue is associated with depth, expertise, and stability; it is a preferred color for corporate America. When used together with warm colors like yellow or red, blue can create high-impact, vibrant designs; for example, blue-yellow-red is a perfect color scheme for a superhero (http://www.color-wheel-pro.com/color- meaning.html accessed on Friday, October 01, 2010, 10:10 PM). All shades of blue will help to make easy communication, whether it is with yourself or others (http://crystal-cure.com/blue.html accessed on Friday, October 01, 2010, 10:10 PM).

a. Light blue is associated with health, healing, tranquility, understanding, and softness.

b. Dark blue represents knowledge, power, integrity, and seriousness.

October 01, 2010, 10:10 PM).

c. Navy Blue conveys importance, confidence, power, and authority as well as intelligence, stability, unity, and conservatism. Like black, it carries a sense of elegance, sophistication. It's associated with police and military (http://desktoppub.about.com/od/choosingcolors/f/What-Color-Is- Navy.htm accessed on Friday, October 01, 2010, 10:10 PM).

f) Purple

Purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic. Purple is a very rare color in nature; some people consider it to be artificial. Light purple is a good choice for a feminine design. You can use bright purple when promoting children's products.

a. Light purple evokes romantic and nostalgic feelings.

b. Dark purple evokes gloom and sad feelings. It can cause frustration. (http://www.color-wheel-pro.com/color-meaning.html accessed on Friday, October 01, 2010, 10:10 PM).

c. Lilac is a cool and warm color with its mix of blue and red. Lilac carries the purple symbolism associated with the lighter shades of purple. It's a feminine color with a bit of a maternal feeling. Like lavender, lilac can be

a bit nostalgic. It goes well with black and dark green. For a lovely lilac a bit nostalgic. It goes well with black and dark green. For a lovely lilac

(http://desktoppub.about.com/od/choosingcolors/f/What-Color-Is- Lilac.htm accessed on Sunday, March 7, 2011, 4:35 PM).

g) White

White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation. White can represent a successful beginning. In heraldry, white depicts faith and purity. In advertising, white is associated with coolness and cleanliness because it's the color of snow. You can use white to suggest simplicity in high-tech products. White is an appropriate color for charitable organizations; angels are usually imagined wearing white clothes. (http://www.color-wheel- pro.com/color-meaning.html accessed on Friday, October 01, 2010, 10:10 PM).

h) Black

Black is associated with power, elegance, formality, death, evil, and mystery. Black is a mysterious color associated with fear and the unknown (black holes). Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color. In heraldry, black is the symbol of grief. Black gives the feeling of perspective and depth, but a black background diminishes readability. A black suit or dress can make you look thinner. When designing for a gallery of art or photography, you can use a black or gray Black is associated with power, elegance, formality, death, evil, and mystery. Black is a mysterious color associated with fear and the unknown (black holes). Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color. In heraldry, black is the symbol of grief. Black gives the feeling of perspective and depth, but a black background diminishes readability. A black suit or dress can make you look thinner. When designing for a gallery of art or photography, you can use a black or gray

i) Gray

Gray is a neutral, balanced color. It is a cool, conservative color that seldom evokes strong emotion although it can be seen as a cloudy or moody color. Along with blue suits, gray suits are part of the uniform of the corporate world. Dark, charcoal gray carries with it some of the strength and mystery of black. It is a sophisticated color without much of the negative attributes of black. Use lighter grays in place of white and darker gray in place of black. Light grays with pastel shades of pink, blue, lavender, and green have a feminine quality. Darken those colors for a more masculine feel. Gray with hot pink can be a little retro. Cool a warm palette by adding gray (http://desktoppub.about.com/cs/colorselection/p/gray.htm

accessed on Monday, February 28, 2011, 09.45 PM).