Media, Information and Technoculture 3214F/G Lecture Notes - Lecture 1: Panopticon, Consumerism, Media Studies
8 Nov 2014
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Semiotics: signs, denotative signs, connotative signs, complex sign systems. Sd- signified (what you picture or think of) *there is nothing natural about this, we had to decide what it means* How do we interpret what we are being told? e. g. this is a political sign. We make assumptions e. g. if someone were to identify this sign, we would assume they are gay. This symbol has been re- signified. For example, when we see the word feminist, we automatically think of hairy armpits. You can tell what type of person someone is by the description e. g. granola, trees, sandals, incense, yoga, bicycle = hippie. Complex sign systems: and agreement, arbitrariness, as cultural creations. A sign could mean something completely different to two different people e. g. i <3 you. To person one, it could mean sex, love, relationship, marriage, whereas to person two it could mean expenses, hassle, work. Watch the signified: watch the signified, private signs, public signs, reading the world.
