Chapter 25Semiotics
“The study of the social production of meaning from sign systems;
the analysis of anything that can stand for something else”
By: Shannon Abraham & Brendan Curry Big Bang
November 12, 1915 – March 25, 1980
Studied at the University of Paris, where he took a degree in classical letters, grammar and philology.
Taught semiology at the College of France
Hulk Hogan
Wrestling, violence & entertainment
Signified is the CONCEPT
Signifier is the IMAGE
SIGN WWE (World Wrestling Entertainment)
SignifierSignified Sign
Signs tend to change meaning over time:
1980 Hostage Crisis
Yellow ribbons hung “we want you back theme”.
Sign taken from 1972 song
Persian Gulf War
Yellow ribbons hung carried the same message.
Though presence of shameful acts or forgiveness
Pride in victory
Every ideological sign is result of two interconnected sign systems
First is descriptive –Denotative sign system
Descriptive sign without ideological content
Connotative sidestepKey to transformationSecondary (connotative) system
Connotative sign systemA mythic sign that has lost its historical referent; form without surface
1972 SongForgiveness to stigma
Hostage crisisWe want you back
Persian GulfPride in victory
Post 9/11Support of nationalism
Connotative Sign
“We’re number one” War meant ghastly DEATH
1998 NBA Playoffs Michael Jordan Gatorade Commercial
MJ/Gatorade
“Like Mike”Denotative system
Sell GateradeConnotative system
The ad becomes culturally linkedAfrican American child
Singing “that he is me”Look of yearning
Audience invited to participate in ad.
Commercial functions as a glorification of unfulfilled desireLife Lesson + Their product = strong consumer responseFuels capitalist systemMaintain the dominance of those who hold the reins of commerce and power
Signifier – shoelaces around telephone wiresSignified – hope, POW, Support of Nation
Signifier – Woman escaping AlbaniaSignified – suitcase bomb, destruction, threat.
“A good plan today is better than a perfect plan tomorrow,”
- General George S. Patton- Conrad Brean
“Why change horses midstream?”- Abraham Lincoln
- President’s Campaign Commercial
Barthes’ claims connotative signs reinforce dominant valuesCounterculture connotative systems challenge the status quo.Black ribbons represent death
The Green Lantern1. Hal Jordan
1952Post war26 year old white maleMiddle class
2. John Stewart1972 Post Civil RightsVeteran MarineAfrican-American
3. Alan Scott2011Push for Same Sex MarriageOpenly Gay
BLOODs
CRIPs
• Hand sign• Color• Shirt• Bandana• Hat