This week’s lectorial was all about semiotics, which I find fascinating. I think idea that every action or utterance holds a particular significance is so clever, and I have great respect for those who manage to infuse numerous layers of encoded meaning into their work. I can view these works over and over and continue to find new ways to interpret them, which I really appreciate.

Semiotics is a system made up of signs, signifiers and the associated signified. The main purpose is to encourage people to think about how particular elements work together to produce a whole, and this starts even from the smallest of creative decisions. Essentially, semiotics is a method of analysis that delves into the creative decisions encoded in specific works and how these decisions deliver (or fail to deliver) intended meanings (sometimes a number of meanings).

Brian explained in the lectorial that to study semiotics, we need to understand the following terms:

• Sign: a core element of the text/creation
• Signifier: a mark of this element (e.g. words, sound, etc.)
• Signified: (subconscious) reactions and connections to signifier
• Denotation: first order meaning (objective, simply what is there)
• Connotation: second order meaning (subjective, connections we make (varies from person to person and may be affected by culture, experience, etc.)

Acclaimed semiotician Roland Barthes was incredibly influential in this field, even developing his own terminologies for breaking down creative works – the studium (that which is constructed with technical skill to generate audiences’ interest) and the punctum (the inexpressible quality that certain media works possess; the element that strikes the viewer immediately and captivates him or her). To me, this concept puts into words something that I had experienced but never understood when I interacted with different media. In particular, I find it a very useful ideological construct for explaining why some advertisements affect me, why certain photographs stay ingrained in my mind and why some media pieces just make me want to pay attention.

Semiotic deconstruction is applicable to all media everywhere we look, at some level. I know that I will be walking around with these ideas in the back of my head for a long time to come.

Note: this lecture’s focus on textual analysis formed part of the basis for my group’s work on Project Brief 4