Summary Chapters 1-8 (Tut2).doc

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University of Toronto Mississauga
Communication, Culture and Technology
Joseph Ferenbok

ChandlerSigns Paradigms SynyagmsUlana Dianne TeeWhat is Semioticssemiotics has tended to be largely theoretical many of its theorists seeking to establish its scope and general principles a tool to flesh out recurrent patterns in the production of meaning withing specific contexts and communities Science of Signs semiotics referred to byScience as we shall see is a historical and contextual system of experimenatation and communication Chandler writesThe termscience is misleading As yet semiotics involves no widelyagreed theoretical assumptions models or empirical methodologiesTheorist St Augustine 3 kinds of signs1Natural Signs 2 Conventional Signs 3 Sacred SignsJohn Poisot Signs were intermediaries between thoughts and things SaussureLanguage is a naming process that has two partsConcept andSound imageWhat is a signtakes form of words images soundsgestures and objectssigns can be drawing painting and photographs words sounds and body languageParts of a signSignifier the form which the sign takesSignified the concept it representsrelationship between signified and signifier is arbitrary learned and dynamic Value of the SignSaussureValue of a sign depends on its relations with other signs within the systemsign has no absolute value independent of this contextThe notion of value shows us that it is a great mistake to consider a sign as nothing more than the combination of a certain sound and certain concept Charles Pierce create signs through resemblance relation and convention 1 Iconic relationalsignifier is perceived as resembling or imitating the signifiedex apple icon2 Symbolicconvention signifier fundamentally arbitrary or purely conventional ex language3 IndexicalresemblanceSignifier is not arbitrary but is directly connected physically or casually to signifiedex smokeStructure two general approachesSemantics the relationship of signs to what they stand forSyntatics Syntax formal or structural relations between signs Paradigmatic The distinctiveness between two signsdifferentiation Syntagmatic the systemic order or rules governing how signs within a system are combine combinationHow do signs relate to others signs1 Oppositionalcontrary Contradictory 2 Associative ChandlerDenotation ConnotationMyth EncodingDecodingMax DanielleDenotation The literal facevalue meaning of a sign The denotative meaning of a rose is a flower However in any given context a rose is likely to have connotative meaning such as romanticism love or loyalty that add social historical and cultural connotative meaning to its denotative meaning Cartwright 438The relationship between the signifier and its signified Denotation is routinely treated as the definitional literal obvious or commonsense meaning of a sign but semioticians tend to treat it as a signified about which there is a relatively broad consensus For Barthes a denotative sign existed within what he called
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