CS203-B Week 3: Representation: Semiotics & Mythology Study Notes

Representation: Semiotics & Mythology

Semantics Definition: Umberto Eco (1932-2016) states, "Semiotics is in principle the discipline studying everything which can be used in order to lie. If something cannot be used to tell a lie, conversely it cannot be used to tell the truth: it cannot in fact be used ‘to tell at all’.” (Eco, 1976)

Father of Modern Linguistics
Contributions to Ancient and Indo-European Languages
University of Geneva (1892-1913)
Published Course in General Linguistics (1916) posthumously by students
Critical View: Rejects previous language theories, such as reflective theories.
Introduced terms: Structural Linguistics and Structuralism.

Objective: Examine laws, structures, and conventions that govern communication in society.
Concepts:
- Langage: Universal underlying structure for linguistic communication systems.
- Langue: The system of rules and conventions scientists study.
- Parole: Actual spoken utterances (e.g., individual speech).
- Synchronic: Study of language at a specific time.
- Diachronic: Study of language change over time.

Sign Composition: Sign = Signifier + Signified
- Signifier: The sound-image.
- Signified: The concept or meaning linked to the signifier.
- Both are termed “abstract mental entities” (Thwaites et al., 1994).

Arbitrary Nature of the Sign
- Based on social convention.
- Fixed by established rules.
Linear Nature of the Signifier
- Structured sequentially by time (oral) or space (writing).
Immutability
- Signs appear fixed, governed by language itself.
- Reflects the “inherent conservatism of language”.
Mutability
- Arises from the arbitrariness, allowing collective change, though often unintentional.
- Changes follow continuity principles (de Saussure, 1989).

Binary Oppositions: Structure of society based on oppositions.
Methodology: Understand meanings in any society through patterns and categories of opposition.
Examples of Binary Oppositions: Human/Non-human; Nature/Culture.
Influence: Major impact on film studies.

Definition of Semiology: "Study of signs" (from Greek).
Defined as the science of communication and sign systems — understanding phenomena and mental organization.
- Reference to Marcel Danesi (1946-).

Language comprises: Langage = Langue + Parole (de saussure).
Key Insights:
- Language is form, not substance.
- Langue: Encompasses rules & conventions necessary for creating meanings.
- Parole: Refers to effective language in use, or utterances.

A linguistic sign is recognized as arbitrary.
Example: The word "c-a-t" signifies the mental concept of a "cat" because it is distinct from other similar phonetic constructs, such as mat, hat, or rat.

Specific meanings arise only when signs are understood in relation to each other.
Codes establish arrangements of signs within particular contexts.
- Examples of codes: traffic light colors, wedding attire, funeral attire.

Paradigm: Refers to the selection of signifiers (vertical), indicating choices.
Syntagm: Refers to a sequence or combination of signifiers (horizontal).
Meaning: Results from the interplay between selection and combination, supported by the underlying linguistic structure (Storey, 1998).

Background in classical letters and multiple disciplines including sociology.
Wrote impactful works on cultural theories merging structuralism & semiotics into post-structuralism.

Mythologies (1957/1972): Comprised 54 mini-essays critiquing French culture (e.g., wrestling, food, toys).
“Myth Today” (1957): Expounds concepts of mythology in contemporary contexts.

Common Definitions:
- (a) A traditional story explaining origins of practices or beliefs.
  - Example: Ancient Greek or Celtic myths.
- (b) A fictional story (Penguin Concise English Dictionary).

Barthes asserts that myth is defined by the method of message delivery rather than its content.
- “Myth is not defined by the object of its message, but by the way in which it utters this message” (Barthes, 1998).
Mythology arises in the 2nd (or 3rd) order of signification.

1st Order of Signification: Denotation
- Literal meaning, how sign says what it says.
- Example: A cat defined as a cat, a red rose as a flower with thorns and scent.
2nd Order of Signification: Connotation
- Associations evoked by the denotative meaning.
- Produces expressive and evaluative meanings (O'Sullivan et al., 1983).

Case Study from Paris Match Magazine (1953):
- First Order: Denotation with direct image reference.
- Second Order: Connotation with contextual political influences.
- Second (or third) Order translates to Myth: a politically charged depiction obscured as natural.

Myths present as natural and eternal but are inherently historical.
"Myth" often serves to back dominant ideology, detaching social realities from the political discourse (Bignell, 2002).
Myths reflect historical shifts and are transformational in nature.

Example: United Colors of Benetton campaign and its interplay with societal issues.
Consideration of modern myths from significant events, such as the Vietnam War representation.

Barthes’ theory posits myths as constructs that mask the historical context of ideas, turning them into perceived truths, thus influencing ideology and social narratives.
Understanding semiotics and mythology is crucial in analyzing media and cultural texts, revealing deeper meanings and societal implications.