Media, Information and Technoculture 1050A/B Lecture Notes - Lecture 3: Semiotics

• School: Western University
• Department: Media, Information and Technoculture
• Course: Media, Information and Technoculture 1050A/B
• Professor: Norma Coates

Document Summary

Sign-object relations: relationship between signs and the objects to which they refer. Iconic bears resemblance to a real thing ex) emojis, bathroom signs: signs such as bathroom signs reinforce gender roles/appearances. Symbolic no cause and effect, no physical resemblance, relationship between sign and object is conventional or habitual. Syntagms are: relations of syntax, order of signs creates meaning, similar (but not the same) to grammar in language, can build relationships between otherwise unrelated images. Paradigms are: chain or collection of signs invoke each other because they are culturally related, collection of related associations, ex) paradigm of romance, femininity, wealth, etc. Denotative meaning the surface meaning (without over analyzing or trying to invoke underlying message) Connotative meaning - (aka second order signification) interpreting the underlying messages or themes of an image (sign/signifier) Myth a t(cid:455)pe of (cid:862)super paradig(cid:373)(cid:863) stories, personality types, other associations often told and richly elaborated.