Semiotics is a way of how we interpret signs and symbols. This idea can be related to a physical and theoretical being, for example how words as a collection of letters and sounds can relate to a physical object. These signs can be abstract indictors or concepts like sounds, letters and actions and they can work as signifiers as they can in some way be attached or relate to concepts or properties such as colours, shapes memories and patterns.
"There are three main areas that form what we understand as semiotics: signs the way they are organised into systems, and the context in which they appear." - Crow, D. (2016). Visible Signs An introduction to Semiotics in the Visual Arts (3rd ed.). London: Bloomsbury Publishing.
"There are three main areas that form what we understand as semiotics: signs the way they are organised into systems, and the context in which they appear." - Crow, D. (2016). Visible Signs An introduction to Semiotics in the Visual Arts (3rd ed.). London: Bloomsbury Publishing.
Historically, linguists observed that meanings could be found in language and by that logic, the nature of thought could be inferred through observing the origins of a language. They attempted to explain signs as gestures or sensations. By contrast, linguistics scholar and professor Ferdinand de Saussure took a unique approach to the study of this in what is now known as semiotics, undertaking a study in language and how it can be seen as a system of
signs and signifiers which relate to one another within contexts of experience, cultural norms and personal relation.
Saussure's language theory is a system of representation. E.g. The letter 'd' in 'dog' represents a sound and in isolation doesn't evoke any connection to the word 'dog' as a concept. A collection of letters (a word) represents a more fully realised concept. That is to say, the word 'dog' is a signifier and the physical being (tangable dog) is that which is signified (visualised). These two elements are both needed to create what Saussure considers a sign.
the arbitrariness of language
How to say dog in different languages:
- Dutch = hond
- Finnish = koira
- German = Hund
- Hawaiian = ilio, 'iilio
- Hebrew = kelev
- Hindi = kuttA or shvAna
- Hungarian = kutya
- Icelandic = hundur
- Italian = cane
- Japanese = inu
The word 'dog' does not mean the same thing in different languages, even though the signified object or being is a constant. The signifier (the word) can be different, but still retain the common sigified concept, as words are abstract variables and their meanings and values are assigned according to individuals, collectives and societies as the meanings are assigned through both individual and shared experiences.
A good example of how signifiers work is the following painting by René Magritte, with the image of a pipe with text underneath. Our brain sees a juxtaposition when we are presented with a pipe and the phrase "This is not a pipe" in french. This provokes the arbitrary nature of human perception as this is indeed not a pipe. This is a painting of a pipe that is presented as a digital photo of a painting of a pipe. Suddenly the idea that we subconsciously pick up the information of what the object is and not the delivery method of which we see it becomes more apparent. We see the signified object before the signifier that delivers us to the result.
meanings of signs can be interpreted into three different catagories of type:
icon - Actual image. This resembles the sign. Onomatopoeic words could be put into this catagory as it is considered as iconic language such as "meow" or "swoosh".
index - Cat paw print. It is a factual reference to the signified item that links the print to the physical cat.
symbol - the word cat. It is an arbitrary relation to the signified 'thing' as there is no connection between the sign and its meaning. Signifiers in different places could mean different things.
With the idea that different signifiers mean different things to different locations, something we consider to be culturally positive could be considered to have a negative connotation in other areas of the world. A popular example of this would be Richard Nixon in the 1950's visited Brazil, upon arrival he gave the "ok" hand gesture we are all too familiar with to the crowd greeting him, unaware that it is considered a rude gesture on par with flipping someone off. His welcome was short lived.
In most of the English-speaking world, as well as in several other
countries, this hand gesture means that everything is fine, great, okay
and/or perfect. In Brazil, however, it is considered a rude gesture. The
most famous example of this was in the 1950s when Richard Nixon visited
Brazil and flashed the “Ok sign” to a waiting crowd upon arriving in
Rio de Janeiro, who responded with boos!
Context Changes meaning
The more common example would be a cross. A cross can have a different meaning depending on the context it is given.
From left to right: The cross of St. Sebastian. Hazardous chemical.
Current Semiotics
Meanings can also change over time due to social construct. The dictionary has annual new words added as they become more relevent in the modern age. Used commonly by millenials in memes and social culture common words find their way into the online dictionary such as the words fleek, doge and feels. All made popular through culutural exposure. The way words are pecieved also changes through social and political means such as the word 'feminist'.
Due to the mass ammount of negative media coverage around extremeist feminist behaviour or 'feminazi' events and exposure, the word feminist can bring negative connotations to it. Some believe that the act of womens rights to equality is becoming extremist and becoming biased and unfair. This words meaning is not the same as when it was initially used during the initial wave of feminism in the 19th and early 20th century to fight for the right of female voting. Given the way the words meaning has changed can also give people a different opinion on you if you are labelled within' that catagory. The word signifies what the individuals views, outlook and potentially personality may be through stereotype the same way extremist fashion or political views may do.
