THE THINKING OF SEMIOTICS B Y W E I - E N YA N G
SIGNS OF SIGN
THE THINKING OF SEMIOTICS 2015
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S E M I O T I C S
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S E M I O T I C S A N D
S E M I O T I C S S E M I O T I C S
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I M A G E 12 T O D A Y
SIGNS OF SIGN
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I N T R O D U C T I O N
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RE TU G ES
A { SIGN }
{ BY OTHERS } IL E
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INTRODUCTION
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IS GIVEN MEANINGS
Semiotics is a theory about how meaning comes to being. How the meaning of a sign, a word, a gesture, a wink, a smile, etc. is created. It widely discusses things around us which can be briefly regard as “sign”.
A sign does not stand for itself but rather for someone or something to which it calls attention. This allows us to interpret the world around us. It brings about the definition, communication, and understanding for humans. That is how we built up our world today. Signs become such a common element that we are quick to get used to it unconsciously. The theory of semiotics urges people to trace back the history and structure of sign. And think of why signs are the way they are. It is the study of existing, conventional, and communicative system.
WHY
SIGNS DO
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N E E D
People living on earth must face all kinds of environmental difficulties. That is when we need to help each others. To cooperate, communication became necessary, and sign is how we deal with this situation.
HISTORY OF SEMIOTICS
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Example: Rain > Need a shelter Example: Build a house > Need peopls Example: Work togather > Discussion Example: Gestures, Eye contect...
As innovation goes on, massive information has been discovered and created. People asked for a more logical and accurate idea for the knowledge they gain. At that time, philosophy was no longer a universal theory anymore, which brings out the thinking of Semiotics.
SIGNS
The word Semiotics is traceable to “Semiosis” which was a Geek word meaning mark and sign. It was first used by : Founder of Westerm Medical Science
HIPPOCRATES
460-390 BC 460-390 BC
His article was used to explain symptoms of bodily diseases. This article was then used to clarify the ailment for the practitioner to decipher what was wrong with their patients.
First Seniotics Book
MEDICAL USE
20TH CENTURY In the 20th-century, the theory accelerated its pace. Swiss linguist, Saussure , defined the sign as a mental entity made up of “Signifier” and “Signified.” American philosopher, Peirce , put forward his own “unlimited semiotic” theory. Which talks about how signs be interpreted by one another. They are known as the fathers of Semiotics.
1960 An official union called International Association for Semiotic Studies (IASS) was founded in Paris in 1969. It emphasized the important status of Semiotics in modern society. Semiotics was no longer a branch from linguistics, but an individual theory.
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Swiss Linguist
THEORY OF SEMIOTICS
1857-1913
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SAUSSURE Ferdinand De
He believes that to understand ones behavior, it needs to be based on the social fact, not physical phenomena. Significance emerged because of the relationship, rather than things itself.
Binary Opposition Saussure’s theory is called “Binary Opposition.“ He divided signs into “Signifier” and “Signified.” Signifier is something physical. For example sounds, letters, gestures, etc. Signified is the image of concept that Signifier evokes. Their relationship is arbitrary which can be applied to anything. The interaction between them is what he emphasized on. THEORIES AFTER SAUSSURE Evoke people an cat image
Example: Sound
Meow
Saussure’s theory influenced Danish Linguist Louis Hjelmslev, French Semioticians, Roland Barthes and Algirdas Julien Greimas also stand out. Louis defined “Sign” as an external concept influenced by a mass of information from outside the sign.
PEIRCE Charles Sander
America Philosopher
1837-1914
He thought sign existed because of interpretation. Sign is meaningless by itself, only the relation with things around can create its meaning. His philosophical system is call “pragmatism.� It defines three kinds of signs: Icon, the form of resemblance, Index, the form of indication, and Symbol, the form of convention.
Unlimited Semiotics He believes meaning created because of the unceasing interaction between “Object” and “Sign,” which is called “Unlimited Semiotics.“In the beginning, object has its original sign. While someone has a new opinion for the object, it creates another sign. As the interpretation continues on, it becomes an unlimited process. The massive and different signs for the object develop its meaning today. The object itself is the only thing that didn’t change. Peirce focused on the process of meaning, making his theory different from Saussure. sign1+2 interpreted by othe viewer sign1 interpreted by othe viewer
sign1+2+3 interpreted by othe viewer CONTINUE
The original meaning
THEORIES AFTER PEIRCE American semiotician, Thomas Albert Sebeok’s “Modeling System Theory” brings Peirce’s theory into physical viewpoint. He talks about three modeling system of humans: Primary, the simulative forms of semiosis that leads to imitative activity; secondary, the verbal forms of semiosis that leads to linguistic action; tertiary, the abstract form of semiosis that leads to symbolic activity.
LANGUAGE AND IMAGE
They can describe the semiotic course in our civilization which is interesting to compare.
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Language is a system of signs. It is not private, but conventional. It is not a personal thing, but belongs to all of us. Language is a precise solution for communication. We us it as a tool to verify meanings. It is always a subject in semiotics. The use of signifier and signified are how we speak and make sentences.
GIRL SMILING BOB CUT HAIR
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LOOKING FORWARD CLEAR DESCRIPTION
........
A GIRL?
WHO DRAW THIS?
WHAT IS SHE LOOKING AT?
WHAT’S THE PAINTER’S EXPRESSION? WHY IS SHE SMILING?
THE MEANING OF HER POSTURE? WHAT IS THIS FOR?
LOOKS LIKE MY FRIEND. STRANGE HAIR. COMIC.
Image is a dynamic sign. It cannot merely represent itself but develops meanings from others. Its statement is not as distinct as language and the logic is even poor. It has continuity, meaning it can’t be split into different units. Even if image did not meet the need of “accurate idea” as well as language, it is the sign which can make people inadvertently think of.
In ancient times, image was the main element for communication. The invention of language led humans into a higher level of civilization. People admired the enlightenment and preciseness of language and saw Image as a primitive culture. As culture changed, people asked for efficient information. To catch consumers’ attention, companies advertise in an intuitive way, which is how image once again became an important tool in society.
USE OF SEMIOTICS
Signs in daily life are quite a friendly thing. It brings efficiency and enjoyment. Though the theory sounds complicated, it may not be as hard as you think. Look around use, thousands of signs are being created every second, and thats how we live, and survive.
12 Signs can be seen as several kinds, including gesture, narrative, performance, advertising, language, etc. As long as a meaning has been created, it can be put into semiotics discussion. The range of signs are wide. There are lots of common examples today that can be talk about.
Signals
The meaning and purpose of a signal is direct and clear. People use signals to interoperate information, and they can take the form of image, body language, sound, etc. As long as it had been defined.
A restroom door sign for example, uses simple human form as a sign and distinguishes gender with clothes. Even if a skirt is not only for a woman, people can still know its meaning, not because of prejudice but the societal conventions which people naturally associate with the signal. Although stereotype—which might be a negative thing— is a part of this sign. This conventions are how signs can be discriminated from one another. Order will not exist with a constantly changing sign.
Language
Language is a communication system. Set apart from signals, language has specific cultural background and identity for people around the world. But also violates formulaic rules in the same time.
For example, when people said ”How’s it going?”, their purpose depends on the situation, emotion, and relation which can be regard as an question, a concern, or just saying “hi”.
HOW’S IT GOING?
Brand
Besides representing the company, brand logo design is also about how to attract consumers. The shape and color are important elements of brands.
Logos of fast food restaurants always have red, not presenting anger or danger, but to attract people’s eyes. They make use of the strong feeling of red to highlight their logo. Unlike signals, brands focus on attraction and uniqueness, instead instruction and notification.
SEMIOTICS TODAY
WHAT ABOUT
TODAY? Theory of Semiotics is actually easy be forgotten today. Though Signs are all over the world and we notice it all the time, it somehow became an oblivion to our life. Which can shows how successful it is but also how theory be abandon in modern culture.
14 Ignore the rule of “Binary Opposition”, people sometimes only talks about signifier. The meaning for sign became random and playful, challenge the definition of Semiotics. It doesn’t have a good or bad, sign is still omnipresent wether we want it or not.
It is about how we process the thought, keep on create, question, compare, dare the meaning of
SIGNS.
R E S O U R C E S
S E M I O T I C S I N L A N G U A G E E D U C AT I O N MARCELDANESI W H AT I S S E M I O T I C S ? JIAN-WEI LI
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SEMIOTICS AND STRUCTURALISM PA U L F R Y
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