1. Semiotics

Semiotics is a qualitative method in studying the use of sign and how meanings are created through signs. There are many definitions of semiotics. One way Branston and Stafford (2003) defines semiotics as the study of “the social production of meaning and pleasures by sign system” (p.12).

The development of semiotics theories is mainly contributed by 2 theorists, Ferdinande de Saussure and Charles S. Peirce. The two developed the two main approaches in modern semiotics. Saussure’s approach is called “semiology” and Peirce’s approach called “semiotics” (Berger,2010, p.4). Saussure focus on the signs in language. His approach defines signs in 2 parts, the signifier and the signified. The signifier is a physical sign while the signified is an immaterial concept. The two have an arbitrary relationship and are subjected to change in time.

Peirce’s theory of signs differs from Saussure’s one as he classified into 3 kinds, symbol, icon and index. The 3 kinds of signs distinguish between the signs and what it stands for (Branston & Stafford, 2010, p. 13).

Symbols are signs that have an arbitrary relationship with what its represent. This means that the symbol has no direct (necessary) relationship between what it represents, the symbol can be changed/ used differently and still stand for the same concept. Language and flags are the examples of it. This arbitrary relationship has to learn in order to relate the sign to what it stands for. Icons are signs that resemble the meaning they stand for. It is by partaking the characteristics of the represented objects (meanings) that it become iconic. It is a universal sign that symbol as icons, like photos and the toilet signs reassemble what real object, not by learning to relate. And indexes are the signs that have causal connections between the signs and the meanings. The sign is the indication of what its representation. For example, the thermometer

An example of a symbol – Lufthansa airline logo

Lufthansa Airlines brand logo consists of an encircled crane in flight. The logo is usually blue or yellow. In is from some research on the design of the logo that one realized that the logo is a crane. It is more generally recognized as a bird.

This brand logo is a sign of a symbol. The relationship between the crane in the logo and the Lufthansa airline it represents is arbitrary because the flying crane does not have an intrinsic relation to the airline. The brand logo has to be learned as one first see it would have no idea how what does this logo stands for. After learning that this is a logo for the Lufthansa company, one then continuous to relate this logo to the company.

There is no causal connection or direct link between the crane and a plane. However, one can see a metaphor here, which the flying crane and the plane are alike on the logo. When one sees the crane on the logo after he learned that it is the Lufthansa brand logo, it is easy to relate the crane as a metaphor to a plane. Thus, the crane can be indexical.

 

Example – index

For the index, the hazard symbol is an example of it. This sign consists of a skull and crossbones. It Is commonly used for the indication of poison and lethal danger. The skull and crossbones can usually be an indexical sign of danger. The causal link between the two can be understood that the poison or danger results in the death of a human.

 

Example – icon

Another example is from this beer advertisement shows icon and indexes. The beer pictured in the middle of the advertisement ironically resemble a beer. The drawing surrounding the beer like the (bird), feather, people that were drawn in mainly green color can be indexes of a tropical feeling when drinking the beer.

Semiotics is useful as a research method can study how signs as a part of the language system as well as many functions in society have given meanings to society. Berger’s example is on understanding semiotics codes in consumer culture. It can as well fit as a method for marketing purpose.

In Branston & Stafford (2003), semiotics can be used to analysis the truthfulness of a photo as in today’s digital media it became harder to tell what is real. It is to understand how signs are constructed.

Media is telling the meanings to its audiences. Semiotics in media study sees the communication media as a construction of the reality. Then it is important to understand how it works in conveying such meanings.

Codes and signs play their important in media as well as society. Meanings are constructed through and conceal behind the signs that we encounter so often. Those messages that are often invisible can be uncovered by semiotics. With different approaches and categories in semiotics, the important end is that we do not fit a certain sign into one category. One should use semiotics as a research method to see through signs and to discover how signs create complex, entangled meanings.

 

Reference List:

Berger, A. A. (2010). The objects of affection: semiotics and consumer culture. London: Palgrave Macmillan. (chapter 1: “The Science of Signs, pp. 3-31)

Branston, G., & Stafford, R. (2003). The media student’s book. London/New York: Psychology Press. (chapter: “Semiotic Approaches”, pp. 11-17)

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