MEDIAST 101 Chapter Notes - Chapter 1: German Shepherd, Signifer, Semiotics
24 Jan 2017
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Many tools used to look and are used automatically at times. Conventions are like road signs: we learn their codes for them to make sense, and the codes we learn become second nature. Company logos operate according to the principle of instant recognition, counting on the fact that the denotative meaning will slide into connotative meanings that will boost sales (swoosh=nike) to (swoosh equals quality and coolness) We are trained to read for cultural codes such as aspects of the image that signify gendered racial, or class-specific meanings. Representation of smiles has meant many things throughout history. (mona. Lisa famous in part for smile, which is understood to be enigmatic, hiding a secret. Every time we interpret an image around us whether consciously or not, we are using tools of semiotics to understand its significance or meaning. Semiotics formulated by charles sanders peirce and ferdinand de saussure.
