What is semiotics?
A science of studying signs - Something that gives a meaning in culture.
The study of how things mean, not what things mean - Cultural code.
To read culture in the same way we read language.
Fashion is a cultural code. A 'punk like' attired man - a rebel subverting. Image of man in tie and suit - societys consensus - smart, status, business, societies view. Tie - purely symbolic - no function.
The word dog - no link to actual animal - no natural basis
Image of rose:
Signifier : Rose
Signified: Romance
Word rose in italic, femine writing:
Signifier - pink, the words, typeface - vehicle for language, signifier in own right.
Signifier demotes and connotes.
Signifier, split into denotation and connotation.
Connotation relies on culture and social experience.
Myth: image of black boy saluting french flag. Culture disguised history and meaning - in link to race.
Black - Negative, death
White- Clean, positive, angelic
French ideology - Everyone equal
Colonial power - myth - france tries to make blacks forget - disguise.
Myth - hard to spot, seems so natural
John constable , the haywain, 1821
Represntaive of social order, connotes Britain - calm and beauty of one specific persons lands. Not a true selective version of events. Was a myth, now a truth of how we believe England is like.
Image of st georges cross flag:
Everything infused in this one sign. Flag dennotes England, Connotes much more: green and pleasant land etc.
image of seductive woman promoting wonder bra:
Connotes : sexualise self physically rather than interlectually. Naturalisation of womens stupidity.
Hans Memling 1485, 'vanity'
Calling a woman vain, when infact it was a man who painted the woman in this sexual way.
'APHRODITIES' font stereotypical, relating to context
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