SEMIOTICS

Introduction

The word semiotics comes from Greek which means sign. In ancient times, the word semiotics is often used under medical circumstances. This is where sign is used to describe symptoms for diagnosis purpose. Later on, it is used in philosophy where verbal and non-verbal signs are used to represent the nature of things. For that reason, semiotics can be defined as the study of sign.

Sign can stand for more than what it seems or mean and it may relates to something else through one’s opinion or culture. For instance, a table is called TABLE. In other culture or country, they may call it differently but have the same meaning. Facial expression, body language and symbols are also part of sign. A Porsche car is often associates with luxury, expensive, class and quality. 

Sign is formed by two parts: signifier and signified. A signifier mean the things or the object itself determined by our five senses: sight, smell, touch, taste and sound. Whereas a signified is the ideas or message obtain from the signifier. A STOP sign at the road is an example of signifier. People know that a STOP sign mean you stop or else bad things happen. An accident may occur. So, this knowledge is called a signified.

Types of Signs

There are three types of sign namely, symbolic sign, indexical sign and iconic sign. A symbolic sign are abstract signs in which the relationship between the signifier and signified is subjective and based purely on principle and cultural practice.  Yin yang symbol is an example of symbolic sign. Indexical sign is where the signifier is caused by signified. For instance, smoke. Fire causes smoke. Thus, whenever one sees smoke, they think there is a fire. And the last sign is iconic sign where the signifier is similar to the signified. A portrait of a person is one good example of iconic sign.

Codes

Codes are one of the terms used in semiotics. It is a set of rules agreed upon by a community. Through codes, signs can be interpret and understand. Without knowledge of cultural codes, the interpretation of the sign cannot be understood by others. Say rupee sign. People with no knowledge of how the rupee sign look like may assume it is one of the Japanese characters.

Denotation

When a person understands sign, they tend to describe literally the meaning of the object. Hence, denotation means the literal description or dictionary definition of the sign. For example, a denotation of a rose might goes like this: Red Petals in a circular cluster is seated on a thin, green stem with leaves.

Connotation

Connotation comes after denotation process. It is a representation and concept generate from the sign. Basically, connotation is all things associate with when one sees or hears a particular sign. For instance, a rose may mean romantic gift in our culture.

Anchorage

When text and image are combined, a set of ideas or message is fixed ahead of the viewers. This is called anchorage. It is part of semiotics tool that shapes how one view or see things. The text ‘anchors’ the meaning of the image where it direct the viewers towards the signified of the image. Without it, the meaning of the image may go wild or differ from what it is supposed to mean.

Conclusion

To sum up, semiotics studies the function of sign in human culture and social interaction. It can play important role in mass media communication, politics and arts. One need to have knowledge on signifier and signified in order to be able to denote and connote the sign. Take for example, a kid. At early stage they are trying to identify several objects or signifier. Then, at later stage, when they start to grow up, they begin to denote and connote signs. Hence, understanding the signs comes first and then follows by denotation and connotation.