Semiotics 101 [Sixth Lecture]

Today’s class gave a lot of insight into semiotics. We talked about semiotics being based on a system of linguistics. The signs equal language or text. A sign consists of two different things: the signifier (which is a thing, tangible, real) and the signified (which is the mental concept). Different signifier’s can mean different things, depending on their context.

There are three different readings or meanings that a text may have. I remember talking about this in Media Studies in high school, but instead of dominant reading we called it preferred reading. This is usually the reading media companies are trying to sell us, on a face value. Then there is negotiated reading, and oppositional / aberrant.

We also talked about the three levels of meaning:
(1) Denotation
(2) Connotation
(3) Ideology

So for example, a dog’s denotation is canine. That is what it is, by definition. Although a dog may connote a friend, dumb, service animal, dumb, etc. Lastly, the ideology behind a dog may include “[wo]man’s best friend”. This is what we believe to be “dog”. Sometimes it is difficult to understand something’s meaning because it can be different for everyone.

Mark showed us the opening credits for the show Six Feet Under, and said that in regards to semiotics on television, everything is in the opening credits. It seemed to hold very true to the show, which I had never watched or knew about. After watching the opening credits about ten times, I had a good understanding of what the show may be about, and a chat with a friend who does watch the show proved me to be right. It makes sense really, considering the opening credits are like a first impression. Someone’s first impression is crucial to how a person will view him or her. A bad first impression will make a person not want to get to know you or even be around you. The same holds true to television shows.

I started thinking about one of my favourite shows, That 70’s Show. The opening credits tell a lot about the show, such as the setting, the characters, the overall mood. You can see what type of relationships people have with each other, and their own personality types. Even the exact year in the 70s is given, with the final shot being the license plate of the car with a 78’ sticker.

I came up with more ideas for my paper. I decided to scratch the idea of analyzing a magazine, it just seems too overdone. Or maybe it just isn’t appealing to me as much. Either way, I was thinking of analyzing two female characters on That 70s Show, concerning character stereotypes.

I also saw a chocolate commercial on television the other day that just struck me as extremely odd and thought about how I could possibly twist that into a paper. I want to make sure I can find it in the first place though, and I want to watch it again.

Either way, I’m getting a lot more ideas for the paper now! I just need to organize them and decide on which one will suit me best.