1. Defining and Introducing Concepts
Semiotics
Defining and Introducing Concepts

2. Semiotics
Semiotics is, simply, the study of signs. As a culture, we see and understand signs all the time: stop signs, open or closed signs, signs telling us which is a male or female bathroom, etc.
Silverman and Rader define sign as “an object or idea or combination of the two that refers to something besides itself, and it depends on others to recognize that it is a sign (6).
In other words, signs get their meanings due to culture, history, experience, etc.

3. Components of a sign
Saussure, one of the creators of semiotics, argued that a sign is composed of two parts: the signifier and the signified.
Together, the two create a sign and that creates meaning.
Signifier: Object that exists
Signified: what it means

4. Example
T-r-e-e being the letters you are physically seeing and the tree being what you mentally picture

5. Denotation
When you describe what you are actually seeing, you are describing the denotation of a text or reading it on a denotative level
This means that you are just reading the surface of a text

6. Connotation
The signified is what you associate with what you are physically seeing
This is usually influenced by your culture, your experience, your memories, your history, where you are, etc.
When you look for the deeper or hidden meanings of a text, you are looking at it on a connotative level
Let’s try some examples of denotation and connotation.

7. Example 1:

8. Example 2:

9. Example 3:

10. Making Meaning
“The world is open to interpretation” (Silverman & Radar 6)
Multiple meanings & interpretations
Different connotations to everything read and observe
Like figurative language (multiple meaning)
Influenced by background
Every text you read, as you interpret, you bring all your knowledge of everything else you read and observe
System of Reading
“We can interpret images, words whose letters are arbitrarily assigned meaning” (Silverman & Radar 8)
Same signified with different meaning: pop, soda, Coke

11. Cat
Different ideas of catness

12. Is there an essential form of catness or Katniss?

13. Semitotic Situations
“When we try to make sense of our surroundings or interpret one aspect of our surroundings based on the signs or texts of our situation” (Silverman & Rader 10).
“Read between the lines” (Silverman & Rader 10).
Why are their beer ads running during tv sports events but a ensure ad during the nightly news?
Reading Starbucks. Reading fonts.

14. The Body as a Text Our body is read as a text
Deciphered to be read according to societal standards.
Look for cultural signs-signifiers (pants, long hair, etc).
Judith Butler
Gender is based on social codes that are indoctrinated
If you are a tomboy, you are judged
Forced social codes to fit certain positions

15. The Body as a Text
Amber Rose and Blac Chyna at the VMAs - Slutwalk

16. Font vs. Font
Steve Jobs: Simplicity of fonts---took a college calligraphy class.

17. ICONS

18. OUTCASTS/(SUB)CULTURES