semiotics and symbols (Saussure and Jakobson)

section A :1a

key questions: what is the definition of of semiotics and who are the two theorists? (Barthes and
what is connotation and denotation?

key terms:
signifies, signified
connotation and denotation
polysemic
langue and parole
synchrony and diachrony
syntagm and paradigm

key theorists:
Saussure
Barthes
pierce
Chomsky
Jakobson

semiotics- the study of signs*

SAUSSURE- create understanding of language, signifier+signified=sign
signified-can be sound, word or image
Signifier- mental concept
BARTHES developed Saussure's theory- made it appeal to pop culture
subject position

pink on a magazine- women, make-up, fashion, beauty- it appeals mostly to women
green signifies- nature, envy, money, luck

Signifies+signifier= sign
denotation of green = money = connotation of green = (hidden meaning)

connotation of Marilyn Monroe= pretty, rich, model, star/fame

Signs and cultural differences- how we read signs depending on our culture
Britain (white)=weddings, purity/ China=death and funerals (white)

CHOMSKY
Langue- the rules of signs (grammar)
Parole- articulation of signs (writing)
about codes
langue becomes editing
parole becomes making sense of the editing
synchrony- vertical dimension
diachrony- horizontal dimension

synchrony- a moment in history (pride and prejudice)
diachrony- acknowledged the distance we've travelled between present and then

HEDGES
diachronic- focus on how things change in time
synchronic- is a snapshot of a moment in time
e.g 2006 gay meant rubbish (synchronic) / used to mean happy or homosexual (diachronic)

SAUSSURE
Syntagma- a chain of signs
Paradigm- a class of objects/subjects
e.g the cat (subject) sat (verb) on the mat (object)
JAKOBSON defined this as a combination
paradigm is one choice over another
e.g IRA terrorists (IRA freedom fighters replaces IRA terrorists) overran an army post in Northern Ireland
to change a possibility it could mean that the outcome has a wider effect/change
JAKOBSON defined SAUSSURES work by calling it selection

how does the 6pm news reader start- 'Hello, good evening' they could have started with 'alreet' but needs to be understood by everyone and be professional/ it is also formal.