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Semiotics, Part I-Signs, signifiers and signifieds

In this set of four lectures on semiotics you will be introduced to concepts such as 'sign,' 'signifier' and 'signified' and understand their relevance and importance for critical analysis of visual culture, broadly defined. You will also learn about the notion of 'reality,' 'hyperreality' and 'simulation'.

This is an oil painting by Rene Magritte that shows a simple wooden smoking pipe with an inscription at the bottom: 'Ceci n'est pas une pipe'.

In this first lecture we will reflect on representation and meaning through the process of signification.

Task 2

Reading

Sturken, Marita and Cartwright, Lisa (2001) "Chapter 1: Images, Power, and Politics". In Practices of looking. An introduction to visual culture; Oxford: Oxford University Press, pp. 10-44.

Read this text and complete the exercises below.

1

Key concepts

Match the following concepts with their definitions.

a)
b)
c)
d)
e)

Representation: A process through which we construct the world around us.

Myth: The hidden set of cultural rules and conventions through which meanings are made to seem universals.

Ideology: A system of belief that exists within a culture.

Decoding: Interpretation of clues to intended, unintended and suggested meanings.

Icon: An image with great symbolic meaning that refers to something outside of its individual components.

Check your answer

2

Image analysis

Click on the link to see an ad by the clothing company Benetton, and explain in writing what it represents, how it represents it, and what its symbolic meaning may be.

http://lifeincmyk.files.wordpress.com/2011/05/ad-benetton-racism-white-black-yellow-hearts.jpg?w=640&h=442 (opens in a new window)

This image shows three human hearts labeled by the race of the person they belonged to. In terms of its denotative (literal, descriptive) meaning, it represents and verbally describes three people from different races. The choice of this organ, as opposed to showing the full bodies of these people, is very significative because hearts symbolize love and life. Looking at them together we get a powerful message about all being equal. Its connotative (cultural and historical) meaning suggests that societies continue being racist. It sends an antiracist message that challenges social attitudes.Check your answer

3

Values

According to the text, what types of values do we attach to images?

The text mentions social, cultural, historical, economic and political values. But also the value of an image to provide information and make events accessible to large audiences as well as an artistic value that provides uniqueness.Check your answer

Wall

Now find one ad from the web that you want to examine through semiotic analysis and post it on this wall. Make a note on your post about the types of values you would attach to it.