- Text, Signs and Codes (Saussure)
- Cultural and text interaction (Barthes)
- External reality awareness
NOT ALL CULTURES SHARE THE SAME SIGNS!
FOR EXAMPLE
In America gangs use signs as a means of communication(A sends a message to B) amongst themselves and often these same identical signs carry different meanings to different gangs. The image below shows some of these signs and their meanings.
DIFFERENT FORMS OF SIGNS
- Words
- Textures
- Shapes
WHAT IS A SIGN?
- Has a physical form.
- Refers to something else and not what it is.
- Recongnised by others as a sign.
WHAT DO PHILOSOPHERS SAY?
ROLAND BARTHES - DENOTATION / CONNOTATION
DENOTATION
- Assumes the reference is an objective and value free
- A camera can reproduce this for analytical purposes i.e a flat copy
CONNOTATION
- When a meaning stands for the value system of a culture or person
- Focus, framing, lighting (draws attention)
- Soft focus/sharp focus
- tones of voices
- What nice hand writing
- Typeface i.e Disney
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