Semiotics

Semiotics comes from the Greek word, 'semeion' meaning 'sign'. It is the study of signs, and what certain signs mean, it's like a physical object with a meaning. For example, the way we look at symbols and know what they mean straight away, like when we see a red light it means stop.
The three areas of study which are studied most when looking at symbols are;

- the sign - the picture, object, sound
- the system into which signs are organised
- the culture within which these signs operate

Saussare was a structuralist and his ideas were based on the association of semiotics. The place of a sign within an overall system gives the meaning, according to his views.

- signifier - the actual image, physical appearance or sound

- signified - the idea or idea to which the sign refers

Roland Barthes developed this theory by including humans' interaction with signs. He proposed two levels which were to do with 'reading' signs;

1. denotation - the obvious meaning. For example, a rose is a pretty looking flower with a strong scent.

2. connotation - the associations created in the minds of those interacting with the sign. For example, a red rose connotes romance and the presentation of a red rose to someone connotes romantic affection. The context can alter the meaning, though a red rose may also now connote a political party.