CCT210H5 Lecture Notes - Semiosis, Umberto Eco, Semiotics
11 Feb 2014
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How meaning is built into what we see. Are we critical viewers or just passive viewers: selling a lifestyle not a product. What is semiotics: is a study of signs (gestures, objects, images, words etc. ?, umberto eco, daniel chamber : we as human beings are driven to attach meaning to what we see. We expect the person with the most knowledge stand behind the wooden podium: this means that we attach meaning into a podium. Everything, our gestures, words what we see and hear, we tend to want to bring meaning and understanding that is relevant to us: signs have no intrinsic meaning on their own. They only have meaning because we have invested meaning into them. 2 part model: sign is composed of the signifier (form that the sign takes, signified is the concept we get from the signifier, ex: come to a store.
