Understanding Semiotics, representation and stereotypes By Komal Rana

What are semiotics? The term semiotics refers to ‘the study of signs. Signifier –How we interpret the sign Signified – What we recognise the sign as Semiotics teaches us that reality is a system of signs. Semiotics enables us as humans to understand that information and meaning is not ‘contained’ in the world. It allows us to realise that meaning is not ‘given’ to us, but we as humans actively create it, through complex interplay of codes and conventions that we are unaware of.

Iconic signs – this looks like what it is e. g. a drawing of a cat Iconic signs – this looks like what it is e.g. a drawing of a cat. Iconic signs are understood globally Symbolic signs – Is what we are taught e.g. the word cat. These are understood nationally Music videos are full of codes and conventions. Moreover, language is based around our recognition and our understanding of linguistic codes. Therefore, as audiences we identify these codes through a set of signs and symbols Denotation: (objective view) Signs which can be seen in the media text, which has been ‘denoted’. (setting, props, costumes, design, and framing ect.) Connotation – ( Subjective view) the meaning in the media text which is ‘connoted’. How we interpret what we see. Connotation are the assumption and impression audiences make when ‘reading’ the denoted feature. Example (denotation) A temple is seen as a building ( Connotation) – A temple can be seen as a place of prayer and a place to celebrate festivals for celebration.

‘The pretenders’ by foo fighters. http://www.youtube.com/watch?feature=player_embedded&v=SBj Q9tuuTJQ The video shows two different signs through connotation of colour. White signifies purity and black represents evil. This demonstrates to the audience that the video consist of two different sides. Furthermore, whilst watching the music video, the artist puts on a white wrist band, whilst he is singing. This implies to the audience that something will happen. The police are represented as powerful through the use of costume and props. The polices body language represents authority as well as the fact that they are standing in a straight line. The crashing of red water that flows from behind connotes blood and danger.

Theorist definitions of semiotics: Eco: ‘semiotics is concerned with everything that can be taken as a sign’ Barthes: ‘semiology aims to take in any system of signs, whatever their substance and limits; images, gestures, musical sounds, objects, and the complex associations of all of these, which form the content of ritual, convention or public entertainment…. systems of signification’ Saussure: ‘Semiology is a science which studies the role of signs as part of social life’ Charles Peirce: ‘semiotic’ is the ‘formal doctrine of signs’. “a sign... is something which stands to somebody for something in some respect or capacity.” He stated that “every thought is a sign” John Sturrock: ‘semiotics is concerned with how sign mean’

Representation and stereotypes

What is representation? Representation refers to the construction in any medium, of aspects of ‘reality’ for example, people, place, objects, events and cultural identities ect. Representation can be presented in writing, images or even moving images. Stereotypes refer to a fixed, over generalized belief, it can be an over simplified image or idea of a particular type of person or thing. For example, young people are represented as delinquents. When the London riots were taking place, the news had headline such as ‘gangs of masked youth…’. Which reinforced the construction of youths being delinquent even though it was adults that were mostly participating.

This image tells us representation can be shown in many forms for example, through emotions, gender, culture and social values. Amongst these elements they may have stereotypes associated with them for example, females stereotypically are known to have expressive roles and males stereotypically are represented with instrumental roles. However, it can be argued that stereotypes are not as valid in today's generation as they were in the 50th century as women are now becoming independent. I created a brainstorm showing the basic ideas of representation in music videos and magazines from the top of my head. Having done this, I decided to identify some of the stereotypes associated with these ideas of representation..

This image explains how representation can take place through the mise – en –scene. This consist of a range of elements for example camera angles and editing. Stereotypically a low angle of a women can imply that she is very powerful to the audience. This image tells use that age have stereotypes associated with them, for example kids and babies are known as ‘pure’ whereas teenagers stereotypically are classified as ‘trouble makers’ and ‘uneasy to handle’.

Media producers use stereotypes in music videos so that the audience can quickly understand what it is trying to represent. Music videos usually reflects some aspect of reality and are reshaped to suit current trends in society to make money and gain the target audiences interest. Representation of gender: stereotypes http://www.youtube.com/watch?feature=player_embedded&v=2IH8tNQAz Ss In this video women are represented as sexual objects for men. They all have curvy figures. People that look at these types of videos tend believe this is what makes a women attractive and beautiful. A common stereotypical image in hip hop/rap is women are rewarded for sexual behaviour. At the beginning of Lil Wayne video, the women is tucking money into her bra. Lil Wayne – (male) has power over the women as he ignores them whilst they are checking him out. People that look at these types of videos tend to believe that having a lot of women means there powerful and superior. In my opinion I personally dislike the way music video portray females. The reason for this is because people are easily influenced by music videos and celebrities especially children. In my opinion I think people are beautiful in there own shapes and sizes. Moreover, If young kids start dressing and behaving the way females do in music video’s it would be very devastating.

Here is a link regarding how modern hip hop portray women http://articles.cnn.com/2005-03-03/entertainment/hip.hop_1_hip-hop-black-women-spelman-college?_s=PM:SHOWBIZ Raise your glass – pink http://www.youtube.com/watch?v=XjVNlG5cZyQ In this video stereotypes are challenged. The artist is shown to be powerful through her muscles. Moreover, in this medium angle she is looking directly at the camera this suggest she is superior. The light cutting across this women's face in this image represents freedom. Her hair suggest she is from working class.

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