2003f Semiotics Representation

8/4/2019 2003f Semiotics Representation

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Representation &

Roland Barthes Semiotics

Structuralism (3)


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Outline

1. Representation Representation and Production of Meaning

Theories of Representation

De Saussure Re-Considered: Contribution & Limitations

2. Semiotics: Major principles in semiotic readings

Sign systems: fashion as an example

Semiotic reading (1): denotation and connation

Semiotic reading (2): first and second-order signification.(literal language and meta-language)

Myth today defined

3. Examples: Images of Nature in some LandscapePaintings and Ads
http://2003f_semiotics_representation_eg.ppt/http://2003f_semiotics_representation_eg.ppt/


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What is Representation?

Not Re-Presentation (,)

Representation means using language to say

something meaningful about, or to represent, theworld meaningfully, to people. (15)

1. Using language (system of representation);

2. To produce meanings (another system of

representation) about (make connections among)things, and

3. To communicate them to some people.


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What are the two systems of

representation we use in representation

(meaning production)?

1. Signs

signifier(e.g. love I)2. Conceptual System (pp. 17-18; e.g. love

romantic love, puppy love, maternal love,

etc.)

frequently inseparable fromthe signifiedof

our languages;

Codes (pp. 21-22)


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Whats hidden in this stereogram

ConceptualSystem

Shapes formed

because of 1) two-eye differences(wall-eyed; cross-eyed);

2) the gestalt laws oforganization (e.g.figure and ground)


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Whats hidden in this stereogram

ANSWER: BUNNY!

http://www.billybear4kids.com/stereogram/bunny.html
http://www.billybear4kids.com/stereogram/bunny.htmlhttp://www.billybear4kids.com/stereogram/bunny.html


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Whats this? What mental image (concept)

does it correspond to?


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Different Perspectives =

Different Conceptual

Systems


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1. Conceptual System = the Context of a sign,

which determines its meaning

2. Sign system image orEnglish letters


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Two Systems at Work in Representation:

What kind of room is this?

A restaurant or a tea house?

Signs: Red color, paper lantern, floor-to-ceiling

windows, sofas, pillows, wood desk, bamboo room, etc.


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What kind of room is this?


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The Lava Room

From Star Nightclub http://www.creamnyc.com/
http://www.creamnyc.com/http://www.creamnyc.com/


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Representation=

Meaning Production

What makes the

difference?Different

Languages

Are these meanings absolute or relational? Why?


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Meaning Essential or Relational?

God Loves Me

I Teach/Contribute to Society

I Fuck/Produce Children

I Shop

Im Happy

I Think

I AMI AMI AM

1. I no essence?

2. Meanings one truer/betterthan the other?produced byourselves or a system?

*Note


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Note: Relativism

Is there an essential definition of our selves?

e. g./

Self(-Definition)not essential nor unchangeable; -- is relational (I am A implies I am not B). (i.e. binarist

thinking may be at work.)

-- is usu. determined by our value systems, if not given toor imposed on us by our society.

-- can be contradictory, with so many conceptual systemswe live in.

Relational view of meaning is not relativism. Relativism: Everything is ok and nothing matters.


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Theories of Representation

Reflective approach Some truth and functions to it (in communication, in

knowledge acquisition)

Representation as Re-Presentation

Intentional approach Can we decide the meaningsof what we say? (p. 25) Representation as Self-Expression ()

Constructivist approach Things dont mean; we construct meanings about them by

using different systems of representation.

Representation as Construction: We dont speak language;language speaks us. (Activity 4)
http://2003f_semiotics_representation_eg.ppt/http://2003f_semiotics_representation_eg.ppt/


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De Saussure: Contribution &

Limitations (pp. 32 35)

Contributions to the Constructionist Theory ofRepresentation

Arbitrary relations between signifier and signified Meanings in language can never be fixed; they are open to

changes by context (historical, social or personal).

Langue vs. parole the social part of language;

Limitations: too exclusive focus on language;

Language is not a closed system. semioticsthe studyof signs (languages in a broader sense)


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Semiotics & Roland Barthes


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Major principles

1. All the cultural products and activitiesread as process or results of signification.No meaning is inherent or natural.

2. There are more than one (arbitrary)relations between signifiers and signified.

(iconic --resemblance, indexical --cause,symbolic -- arbitrary).

3. There are more than one level ofmeanings. denotation andconnotation.


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What kinds of signs are they?

Iconic

= airport

= Church

= crossroad

Symbolic

indexical


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Sign System: Fashion as an

Example Fashion codes (signs + concepts)

(Textbook pp. 37-38)

Fabric: Silk= feminine, denim= masculine,casual, cotton = comfortable, khaki= military,formal.

skirt (+ silk)= feminine; jeans (+ cotton T-

Shirt) =casual or masculine


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Sign System: Rules of Selection and

Combination All social practices as sign-systems and thus are

open to cultural interpretation (or de-mystification).

e.g. the meaning of a jacket defined by its contexts.

e.g. the langue of clothes (selection & combination)

System:

a. blouse, shirt, T-shirt ;

b. skirt, trousers

sentence:

1. blouse + skirt + high heeled shoes X snickers

2. blouse + jeans + snickers X not for concert


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Fashion and Myth: from denotation to connotation;

description to prescription . . . Mist gold, pure gold, and black gold are

all flashing in full glamour since mostcollections are heavily weighted towardevening cloths with an ostentatious dressing

chic.If gold is too much for you, dont worry, for herecomes the backup that makes you in style aswell, the color of camel! As usual, camel has

always been playing its role of warming up thewinter, which has been so elegantly carriedout by the blazing gold as it is this year. (Sophie Ko)


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Fashion: from language to myth

Leather, of course, is something that cant

be left outin each winter.Fur, for sure, is a must, especially for collars,

As for trousers, they really do need to be slim-

fitting and skinny-legged to be chic thisseason!

myth:

(Sophie Ko)


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Semiotic reading (1): Denotation and

Connotatione.g. Panzani pasta

1. Denotation:the real objects in the scene

The signifiers: these same objects

photographed.2. Connotation: half-opened bag spilling

out onto the tablefreshness, thedomestic

3. Italianness (red green white)

4. a total culinary service

5. Arrangement like still life painting


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a signifier + signified =

Semiotic reading (2): Different levels ofsignification: primary signification &

secondary signification

primary signification:

Secondary

signification

sign (full)--denotation

Sign (empty)/

Form

+ content = sign

--connotation


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Signifier + signified =

([home])

Semiotic reading (2): Different levels ofsignification: primary signification &

secondary signification


Secondarysignification

sign (full)--denotation

Sign (empty)/

Form

+ content = sign

--connotation:

Homepage, country cottage, etc.Barthes examples:

rose, black pebble.


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Signifier + signified =Young negro, in uniform, saluting,

With eyes uplifted, fixed

on the tricolor

Myth


Secondarysignification

sign (full)denotation([Black solidersaluting

a French flag])

Patriotism/submission

Sign (empty)/

Form+ content = sign

--connotation: France as a

Great empire, loved by all hersons.

colonialism militariness


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Myth: distortion, naturalizing

The form(on the secondary level) does notsuppress the original meaning, it onlyimpoverishes it, it puts it at a distance...

myth hides nothing: its function is to distort, notto make disappear

Target: Myth has an imperative, buttonholingcharacter: ...it is I whom it has come to seek. ...

For this interpellant speech is at the same timea frozen speech: at the moment of reaching me,

it suspends itself, turns away and assumesthe look of a generality; it stiffens, it makesitself looks natural and innocent

2003f Semiotics Representation

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