MDSA01H3 Chapter Notes - Chapter 5: Actual Art, Visual Rhetoric, Semiotics
Document Summary
Rhetoric use of symbols to influenc what (and how) audiences think + feel ability to see the available means of persuasion. Sign image invites someone to think of something other than itself. Semiology: science which studies the role of signs as part of social life investigates the nature of signs and the laws governing them. All linguistic signs have two defining traits: arbitrary, linearity not universally fixed, signs is difference, relations of difference. Triadic relation of signs: sign: something which stands for something (image or picture of the dog, object: something that the sign stands for (real dog, interpretant: mental interpretation of something (mental interpretation of the dog) Signifying system: how cultural practices + beliefs are naturalized (made to appear natural) Denotation / plane of expression: first-order signification literal / explicit meaning of word i. e. lion = mental image of large cat.
