In its shortest definition,
semiotics is the study of signs. Signs are not only created in the form of
words, but also in the form of images, sounds, gestures and objects. According
to Aarhus (2004) they do not just convey meanings but also represent a context
in which meanings are constructed.
The sign consists of two components.
There are, the signifier (the printed image) and the signified (the idea or the
meaning of the image). According to Bathes (Griffin, 2012) the combination of
the two—the villainous body—is the sign.
Signifier +
Signified = Sign
Let’s take my favorite childhood
movie as an example; Beauty and the beast. The part where Belle wanted to save
her kidnapped father, she had to face the beast in his castle.
From what I understand, sight is one
of the senses which forms the signifier. In this case, from the moment Belle
saw the beast, the fear that she felt is considered to be the “sign.” The beast
is the signifier. Belle’s fear of the beast is the signified. So in this case, Belle's fear of the beast is signified by the subject, which is the wolf.
Another example is the sense of
hearing. The roar of the beast before Belle saw him is considered to be the signifier. This made Belle feel scared and produced a mental image indicating
danger. This is the signified.
This also applies to smell, touch
and taste. For example, Durian. The smell of Durian, the texture of the skin
and the taste of the fruit are the “signifiers.” So, when we smell, touch and
taste the fruit, it sends a message to the brain and we have an image in our
heads; Durian. This is the “signified.” Durian is the “sign.”
Denotation is defined as the literal
description of a sign or a signifier. For example:
Denotation : A beautiful young lady
with dark brown hair wearing a beautiful bright yellow dress exchanges glances
while dancing with a huge, hideous creature with sharp fangs in blue suit.
Connotation is a metaphor or what a
sign represents. For example :
Connotation : falling deeply in love
and the celebration of two lovers.
References :
Aarhus (2004). What Is Semiotics?
Accessed on 7th April 2012 from http://www.sociosemiotics.net/files/whatissemiotics.pdf
Griffin, E. (2012) A First Look At
Communication Theory. Wheaton College : McGraw Hill.
The Theory Behind Media Literacy.
Accessed on 7th April 2012 from
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