2 dia Visual semiotics

Semiotics

The science of science

Goal: to understand how we make sense of the world through images

Refers to how people formulate and interpret the meanings of visual messages and sign systems

Visual semiotics is used to reveal the hidden meanings of science in a variety of genres and formats

prominent names

pierce (triadic model, icon index symbol) saussure (founder of semiology, dyadic model) barthes( myths), umberto eco, john deely, roman jakobson, charles morris, daniel chandler

the symbol using animal

you cannot imagine a world without logos flags numbers etc

Semiotics is about organising and categorising the signs and symbols we encounter in all aspects of our lives

Goal: to reflect and act as we go about making sense of signs and symbols

codification

encoding plus decoding

Of information which is selected or in priorities

E.g.: Spielberg Schindler’s list, scene showing a child wearing a red coat (colour is only used a few times) the the red coat represents an object that is encoded with meaning for the audience to decode

meaning

is based on a shared human interactions, experiences and interpretations

saussure semiology

Language as a self contained system of signs with 2 halfes:

The form the sign takes =signifier

the concept/idea the form takes in our mind= signified

denotative= dictionary primary meaning literal meaning

connotative= second order sign Has an abstract concept attached to it

🥃= signifier, the physical existence of an object which can be word/mage or sound

Signified, the concept the form represents

saussure vs pierce

signification/ creating meaning

Pairing a concept with an image saussure/ focus on the relationship between the science producer and its impact on the interpreter pierce

pierce general theory of signs

Pierce believed a sin is only a sign when we recognise it as standing in for something else

3 signifying elements; sign, object and interpretant

The object becomes a sign once it is interpreted

pierces classes of signs

Icon:🚴Looks like what it represents emoji

Index: halal fej labnyom smoke-casual connection, connected to its object with a cause-affect link

symbol: learned rules/conventional arbitrary, no natural link, social convention- galamb címer stop sign

Visual semiotics in the 21 century

paradigm shift is occurring between our reliance of text and images

Exploring the underlying structure of visuals

Visual semiotics can help people become more visually literate as they come to understand the role visual messages play in everyday life

commercial semiotics

Shapes trends to understand consumer behaviour and to communicate effectively

how to conduct basic semiotic analysis

3 steps

1 analyse were verbal signs (what you see hear)

2 analyse visual signs ( what you see)

3 Analyse the symbolic message ( Interpret what you see)

Signifier, what you see- Signified interpretation

psychological associations of colours

heinz donna karen alma reklam

mit jelentenek a szinek

cultural differences

Certain colours are associated with different qualities and emotions