Semiotics

Question 1

Who’s theory is this?

Answer 1

Saussure

Question 2

What is it?

Answer 2

Is the study of the way meaning is created within a particular culture or society by is various sign system

We are suggesting that anything and everything in the media text can act as a sign which signifies a particular meaning
The producer of the media text needs to know that the audience will understand the signs in their text and what they signify

Question 3

Think of McDonalds logo

there is two types of meaning

Answer 3

Denotation- the literal surface level meaning that a sign can signify e.g. this is a yellow ‘M’

Connotation- the deeper levels of meaning, often influenced by the audiences own cultural context e.g. Mr Sealy things ‘Yum! I love food!’ but a Tibetan monk may not even recognise the logo

Question 4

How is cultural context important?

Answer 4

If the audience do not share that culture then they may not understand the sign and what it signifies—
many signs are significant to a certain culture and not to others