> Examines how symbolic, written & technical signs construct meaning
> Saussure (a founder of semiotics) summarised it into this equation...
The sign = signifier + signified
A signifier = the form which the sign takes
The 'signified' = the concept it represents
Denotation & connotation...
Barthes analysed the denotative & connotative level of signs in a media text
He argues that the organisation of signs encodes particular messages and ideologies & that these ideologies can be revealed as constructed through textual analysis.
Research - http://www.slideshare.net/lizmedia/media-language-lesson-2013
Understanding Semiotics...
"Scary Mary" - a trailer made by a YouTube user where by the editing & sound of the original 'Mary Poppins' trailer have been changed to reconstruct the meaning & message.
The actual footage is the same, yet different signs & semiotics can completely change the concept.
Features which have been adapted to make the trailer a 'horror' genre film:
- music - a scary/horror genre track used as background music - creates mystery
- titles - black and white - plus ellipsis adds mystery
- sound effects e.g. howling wind
- fade transitions
Other examples...
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