Semiotics and myth in contemporary media Semiotics, put simply, is the study (or science) of signs. Signs, however, encompass a multiplicity of things from photographs and advertising to gestures and the spoken word. Through subconscious assimilation, we continuously analyse the world around us, deconstructing words and images to form our own analytical interpretation. “Semiology takes in any system of signs whatever the content or limits of the system. Images, sounds, gestures and objects are all part of systems which have semiotic meanings”. (Crow, 2003, p56) Semiotic theory was proposed in the early 20th century by the Swiss professor of linguistics, Ferdinand de Saussure though the term is believed to have emerged as early as 1690. However, Saussure and Charles Sanders Peirce, an American philosopher, are commonly referred to as the primary origins of contemporary semiotics. Saussure defined semiotics as “a science which studies the role of signs as part of social life” whereas Peirce referred to semiology as the “formal doctrine of signs” through culture and language.
The term "science of signs", however, is somewhat doubted by many as
semiotics “involves no widely agreed theoretical assumptions” (Barthes, 1993, 111). Its definition often deviates and although the basis behind semiotics retains, the interpretation differs. It is agreed, however, that Peirce and Saussure were “both concerned with the fundamental definition of the sign”.
A 'sign' is a composite of two parts which Saussure refers to as the
‘signifier’ (form / denotation) and the "signified" (what it evokes / connotation). Throughout childhood, we subconsciously begin to unravel this relationship between the two. As Saussure is a linguist he applies his theory on semiotics primarily to the 'verbal' sign. Conversely, Roland Barthes, a French literary theorist, believed anything could be referred to as a sign. “Every object in the world can pass from a closed, silent existence to an oral state, open to appropriation by society.” (Barthes, 1993, 109). Our interpretation of things around us is built within us, pre-‐determined from the foundations of society “…it
is human history which converts reality into speech”. Barthes explores this in more depth in his theoretical texts.
Roland Barthes' 'Mythologies' combines a series of short journalistic
essays and a longer theoretical essay entitled 'Myth Today' which were written between 1954 and 1956. The aforementioned notion of subconscious assimilation is discussed in Barthes theory of the 'myth', “Mythical speech is made of materials which have already been worked on so as to make it suitable for communication” (Barthes, 1993, p110). These materials reference the aforementioned semiotic system. Saussure introduced the concept of the linguistic sign, consisting of a signifier and a signified. Barthes attempts to deconstruct and unravel what is deemed, and what we believe to be, the norm and innocuous but that which already has an underlying subconscious meaning. Barthes builds upon Saussure's theory of the linguistic sign by applying a 'further layer of meaning' entitled 'the myth'.
In myth, there are two semiological systems. The sign of the original
language model of semiotics becomes the signifier of the semiological model of the myth, “it is a second language, in which one speaks about the first” (Barthes, 1993, p109). The linguistic sign becomes the mythical signifier; what we have subconsciously interpreted and analysed becomes the signifier in the model of the myth. “The meaning of the myth has its own value, it belongs to a history” … “a signification is already built and could very well be self-‐sufficient if myth did not take hold of it and did not turn it suddenly into an empty, parasitical form.” (Barthes, 1993, p117) For example, a photograph may connote a particular and independent meaning, a meaning of which is pre-‐installed and subconsciously derived by us and ultimately by society. As this is therefore a 'given', Barthes suggests this becomes the signifier in the semiological system of the myth -‐ what is denoted as opposed to connoted. Connotation produces the illusion of denotation; what we interpret from a photograph becomes what we see, “… denotation can be seen as no more of a natural meaning than is connotation but rather as a process of naturalization”. (Chandler, 1991, p138). Barthes asserts that although pictures
are “more imperative than writing” as they connote an immediate meaning at one glance, “A photograph will be a kind of speech for us in the same way as a newspaper article…” (Barthes, 1993, p117).
Myth and semiotics in general can be applied to almost anything. The
development of publicity and national press began to make “the development of a semiological science more urgent than ever” (Barthes, 1993, p112). Myths can be used as a form of social control; meanings generated in our society become 'the natural order of things' and ultimately the norm. “Myths (are) the result of meaning being generated by the groups in our society who have control of the language and the media” (Crow, 2003, p62). Barthes addresses popular culture, particularly French journalism and this form of control by implying the content and imagery we see in the media can influence how we interpret that information. Barthes believes there is a larger social field, one that is 'structured' in terms of values, morals and interests. “The relationship between a connotative signifier and a connotative signified (the second layer of the semiological system of the myth) can only be explained through reference to a larger social field” (Barthes, 1993, p117). The aforementioned form of control, however, is argued to be abused by contemporary media outlets of which newspapers are a prime example.
Newspapers cover many stories on political events, entertainment,
celebrity culture, sport, business, amongst others, and feature a wide variety of materials from reviews to puzzles. Newspapers are typically funded through advertising that, in itself, encompasses many cultural myths. Upon viewing a newspaper front cover, we are subject to an onslaught of simultaneous 'signs' and messages. Barthes defines a newspaper as "a complex of concurrent messages with the photograph as center and surrounds constituted by the text, the title, the caption, the lay-‐out and... by the very name of the paper" (Barthes, 1961, p15). For this reason, a semiotic analysis of cultural myths can be applied to newspaper covers in particular.
The Sun currently occupies the largest circulation of any daily newspaper
in the United Kingdom and in October 2011 had an average daily circulation of 2,725,323 copies. In the mid 80s, The Sun backed Margaret Thatcher and continued to do so up until her resignation in 1990. Their support switched to Labour in 1997, despite having supported the Tory party for over 15 years and attacking Blair just a month prior; one of their headlines read, “The Sun backs Blair”. This sudden change in stance encapsulates its sense of media power and control as they are able to distribute biased articles in favour of one political party. This story would have ultimately been accessed by The Sun’s extensive readership and therefore in turn, provides a platform for social control. A view of a media outlet could potentially translate into the views of millions.
The independent on the other hand is one of the youngest UK national
newspapers, having launched in 1986. Prior to 2011, The Independent outlined, “Since 1986, free from party political bias… free from proprietorial influence” and is known to feature diverse views with no political bias. It is currently unaffiliated with any political party, unlike The Sun.
Immediately, there is a clear distinction between the two newspaper
covers. Not only are they different in terms of aesthetics, but what they deem
'front-‐page-‐news' differs dramatically – not one story is featured on both. The Sun's front page features a photograph of a 24-‐year-‐old man who walked free after having “kicked a Good Samaritan unconscious”; he is seen celebrating and raising his arms in the air. This is accompanied by an ongoing story regarding Natasha Giggs, the sister-‐in-‐law of Ryan Giggs who she previously had an affair with for 8 years. The image features her in just a towel and is accompanied by the headline “Natasha's romps with isle romeo”. Conversely, the Independent features 2 primary stories alongside various smaller articles and news features; one focusing on David Cameron's vision for 'moral markets' and the other, a continuation of the News of the World phone hacking scandal (which interestingly The Sun is affiliated with).
In The Sun, photographic imagery occupies the majority of the space and
are accompanied by large headlines containing little text. This intake of brief information is immediate and viewers instantaneously create their own opinion regarding the news article, without having read any of the content. On the other hand, The Independent, albeit having some images to accompany the content, has a substantial amount of text -‐ an article in itself on the cover. How an image is viewed and ultimately connoted depends on the conventions of the content, media and society in which it is shown. A reader will therefore subconsciously apply their own interpretation based on their own cultural and social codes.
'Myths can function to hide the ideological function of signs. The power of such myths is that they 'go without saying' and so appear not to need to be deciphered, interpreted or demystified' (Chandler, 2007, p145) This references Barthes stance on how cultural and social myths become
the 'natural order of things'. Silverman (1983) references Barthes theory on the myth and applies it to literature and text in particular, 'Literature is a prime example of a second-‐order signifying system (myth) since it builds upon language'. Our everyday language; that which we converse to one another with, is most evident particularly in the Sun's front cover. The Sun typically uses conversational vocabulary within its headlines, using common slang in an attempt to relate to the readership. The top headline reads “Natasha's romps with isle romeo” and the headline below reads “Cheering yob walks free after
kicking a man unconscious”; “romps” and “yob” being the clear identifiers of common slang. The majority will have already followed the ongoing story regarding Natasha Giggs and as this is already preinstalled within our mindset, we immediately create negative assumptions. She is also photographed provocatively alongside the headline which reinforces these, and our, interpretations.
Text and the display of textual information can alter how we interpret its
content. The Independent uses a serif font, aside from its red, word mark logo. We assume the content to be trustworthy and respectable as these are associations that we apply to sans-‐serif fonts that are preconceived by society through history. Dr Aric Sigman states, “You are how you write… or at least, what font you choose to write with”. Serif fonts are deemed more traditional whereas sans-‐serif fonts are seen as contemporary; these notions are preinstalled by society -‐ they are predetermined by history. 'Myth is a type of speech chosen by history: it cannot possibly evolve from the 'nature' of things'. (Barthes, 1993, 110).
Aforementioned, The Independent features a large body of text on its front cover, giving the impression they are knowledgeable and are ultimately able to provide the facts. The colours are subdued and no stylised aesthetics are used; as opposed to The Sun who use bright gradients and shadows to highlight its content in order to stand out from a diverse market. The distinction between the two newspaper covers upon first glance is the use of negative and white space. Large photographs occupy the majority of space on The Sun whereas small, cut out images are used in The Independent to support an article. One image on the Independent is of Jane McAdam, the daughter of the late Lucian Freud, a widely known British painter. This photograph and corresponding article are fields apart in terms of connotations, to the article featured on The Sun centered on Natasha Giggs. Natasha Giggs is deemed famous and front-‐page 'worthy' for having an affair with her pro-‐footballer brother-‐in-‐law. On the other hand, The Independent features a story on a renowned painter and as we deem 'art' as an important cultural factor in society as it has helped define history, this may evoke more positive associations. The myth is simply a second-‐layer semiological system where the signifier becomes what is connoted as opposed to denoted. Everything around us can be analysed and deconstructed through semiological systems but this is part of who we are; our way of processing innocuous ‘things’ is part of nature. We have grown up understanding this relationship between a signifier (form) and a signified (meaning) to create a sign but this entire thought process is subconscious -‐ we are therefore unaware and we do this without thinking. Everything around us has associations that are preconceived by society through history. However, societies differ and what we interpret one thing may differ substantially to others. “As the conventions vary from one culture to another then it follows that the connotative effect of the conventions, the rules on how to read these images will also vary between communities” (Crow, 2003, p57). The media plays on these cultural myths in an attempt to appeal to their target demographic. We define these myths as a society but they are myths that the media ultimately has control over.
Bibliography Barthes, R. (1993) Mythologies -‐ Myth Today, London, Vintage Barthes, R. (1961) The Photographic Message [Accessed online 15th January] Chandler, D. (2007) Semiotics: The Basics, Oxford, Routledge Chander, D. (1991) Semiotics for Beginners [Accessed online 15th January] Crow, D. (2003) Visible Signs, London, AVA Publishing Silverman, K. (1983) The Subject of Semiotics, New York, Oxford University Press The Sun, Thursday 19th January 2012 The Independent, Thursday 19th January 2012 Roland Barthes 'Mythologies' Analysis (ONLINE) Available at: http://seacoast.sunderland.ac.uk/~os0tmc/culture/myth1.htm [Accessed 15th January 2012] The font you choose says as much as the words you write (ONLINE) Available at: http://www.zisman.ca/Articles/BIV/2001/BIV632.htm [Accessed 19th January 2012] Indy's Independence (ONLINE) Available at: http://order-‐ order.com/2011/09/30/indys-‐independence-‐whacked/ [Accessed 19th January 2012] The Sun Readership (ONLINE) Available at: http://www.nmauk.co.uk/nma/do/live/factsAndFigures?newspaperID=17 [Accessed 19th January 2012]