SEMIOTI

CS

A METH

OD OF

ANALYSIS

• Read the denotative and connotative levels of meaning within photographic images • Use and understand the key terms used in the analysis of media language (Denotation, Connotation, Signifier & Signified)

LEARNING OUTCOMES

WHAT IS SEMIOTICS?• The study of signs and symbols and their use or interpretation.• Looks at how meaning is made and understood

KEY TERMS • THE SIGNIFIER – The sign: a word, colour or image (i.e. the colour BLUE)• THE SIGNIFIED – The concept/ meaning/associations that the sign refers to (i.e. BLUE is often associated with sadness or the sea etc.)

SIGNIFIER & SIGNIFIED: EXAMPLES• Signifier: Red rose with a green stem • Signifies: a symbol of passion and love - this is what the rose represents• Signifier: Brown cross• Signifies: a symbol of religion, or to be more specific this is a symbol of Christianity• Signifier: Red heart• Signifies: a symbol of love and affection

SIGNIFIER: Blonde HairSignifies:Ideal Woman, Innocence, Looks ‘gold’

SIGNIFIER: Perfume BottleSignifies: Looks Jewel-like, Buried Treasure

SIGNIFIER: JewellerySignifies:Extravagance, Excess, Glamour, Decadence

SIGNIFIER: Word ‘Love’Signifies:Passion, Excitement, Lust

SIGNIFIER: Colour GoldSignifies:Luxury, Riches, Expense, Success, Shimmering

SIGNIFIER: FontSignifies:Dior Logo, Brand Name, Designer

HOW TO READ THE SIGNS AND SIGNIFIERS WITHIN PHOTOGRAPHIC IMAGES • DENOTATIVE LEVEL: (Signifier)What we actually see…The surface meaning• CONNOTATIVE LEVEL: (Signified)What you associate with this image…The deeper or hidden meanings and associations

Denotation: (What you see)

Connotation: (The meaning of what you see)

Use denotation and connotation to analyse this image.

Task

Denotation: (What you see)

Connotation: (The meaning of what you see)

• Half naked, thin and bony girl in her room looking into the mirror. In the reflection there is a well proportioned girl staring back

• Its about anorexia • The girl is sickly thin but sees a

body she is not happy with every time she looks in the mirror

• This suggest that she has low self esteem

TEASAT What is the technique?

E What is the effect?

A What is the effect on the audience?

S What else could it symbolise?

A Consider an alternative viewpoint.

T = What is the Technique?

E = What is the Effect?

A = What is the effect on the Audience?

S = What else could it Symbolise?

A = Consider an Alternative viewpoint.

WHAT HAVE YOU LEARNED?• Semiotics as a method of analysis

• New terminology:

• Signifier = Denotation

• Signified = Connotation

• TEASA

Technique

Effect

Audience (effect on them)

Symbolism (Any thing else)

Alternative view points