Semiotics

2. Semiotics The study of signs.

3. Semiotics The theory of signs. From the Greek semeiotikos, which means “an interpreter of signs.” Signing is vital to human existence because it underlies all forms of communication. Within semiotics, anything that is used for human communication is defined as a sign: gestures, facial expressions, poetry, rituals, clothes, food, music, morse code, marketing, commercials, film, etc.

5. Think about a heart.

6. What are we actually thinking about?

7. Sort your words/phrases out into literal associations (actually referring to the heart) and connotations (referring to the idea of the heart – what the heart represents) Denotation Connotation

8. Denotations Connotations Heart

9. Denotations e.g. muscle Connotations Heart

10. Denotations e.g. muscle Connotations e.g. love Heart

11. Denotations e.g. muscle Pump Blood Organ Body Connotations e.g. love Heart

12. Denotations e.g. muscle Pump Blood Organ Body Connotations e.g. love Valentines Feelings Romance Sweet Heart

13. Denotations Connotations Spectacles/Glasses

14. Denotations Sight/Vision Optometry Eyes Long/short sighted Lenses Glass Connotations Spectacles/Glasses

15. Denotations Sight/Vision Optometry Eyes Long/short sighted Lenses Glass Connotations Intelligence Scientist Teacher Nerd Physical weakness Spectacles/Glasses

17. Icon The signifier (denotation) is perceived as resembling or imitating the signified (connotation). A pictoral representation, a photograph, an architect’s model of a building, or a star chart are all icons because they imitate or copy aspects of their subject.

18. Index An index had a factual or casual connection that points towards its object. Wet streets are a sign that it has rained recently. Smoke signifies fire. A nest image is an icon of a nest but also an index of a bird.

19. Symbol A symbol has an arbitrary (based on personal whim, random) relationship between the signifier and the signified. The interpreter understands the symbol through previous knowledge and experience—it must be learned and agreed upon. Spoken or written words are symbols. There is no reason that the word CAT should represent a cat instead of a tree. CAT

21. Metasymbol A symbol whose meaning transcends the tangible realm of simple one-to-one relationships. History, culture, and tradition all play a role in creating metasymbols, such as the dove with an olive branch as a symbol for peace. For certain audiences, religious and magical signs and symbols take on these properties.

22. The American flag

23. The American flag in a foreign country.

25. Understanding visual codes in texts Denotation (signifier) Connotation (signified)

26. List the similarities in the denotation of these posters (focus on the image). Think about lighting, posing, costume, props etc.

27. Genre Tropes (or ‘Codes’) A common pattern, theme, or motif within the genre in film (e.g. a spaceship in science fiction films), or, in a culture or subculture such as an emo selfie. Be careful- this is where stereotypes enter into the equation.

31. Identity – the fact of being who or what a person or thing

32. Marker – an object (or image) used to indicate a position, place, or route

35. Culture – the customs, arts, social institutions, and achievements of a particular nation, people, or other social group

36. Culture can (and does) include subcultures.

37. The goal of this project is to create a thoughtful and thought-provoking digital image that visually explores the creative concept of identity markers. What shapes your identity? Who do you identify with? These questions can be answered on a local and/or global level.

38. How do you define yourself? How do others define you? The image you make for this project will be a form of recombinant art that you create by using the strategies of juxtaposition, metaphor, cultural critique and/or personal narrative.