Semiotics Flashcards
1
Q
What is semiotics?
A
The study of signs and how they communicate literal and connotative meanings
2
Q
What is a sign?
A
Comprised of two parts: signifier (indicator) and signified (associated meaning)
Signs are polysemic.
3
Q
Define arbitrary.
A
There is no innate reason for things to have their meaning, but it is collectively agreed upon
4
Q
What is ideology?
A
The knowledge presenting understanding of the world taken to be common sense
- Internalized values and beliefs which social constructions of it is ignored and suppressed
5
Q
Explain first order meaning.
A
Denotative
- Does not carry ideological meaning
6
Q
Explain second order meaning
A
Connotative & mythic
- ideological meaning to symbolize
7
Q
What are the critiques of semiotics?
A
- Fulfills good interpretive theory: qualitative, clarifies, aesthetic appeal, understanding of consumer, wanted to change the world
- Lacks in community of agreement; not always ideological, doesn’t account for resistance to dominant ideology
