Semiotic Theory - Morris and Saussure

The Theory (Science) of Signs

A "Sign" is something that stands for something else

Branches of semiotics

1. syntactics - relationship of signs to other signs
2. semantics - relationship of signs to signified
3. pragmatics - relationship of signs to users

• our analysis will primarily be about coding meanings - how meanings are created by signs
• code = form for transmission in a particular medium - also, choice and arrangement of signs
  

The SIGN has two parts: SIGNIFIER (tangible portion) and the SIGNIFIED (concept or object)

Types of Signs (signifiers)

1. Icon - literal, direct connection of signifier and signified. e.g. photos, drawings
2. Index - signifier "points" toward signified, associated with, suggestive or experiential link
3. Symbol - arbitrary connection between signifier and signified, conventional (e.g. all words)

• a sign can be all three at once or in different contexts, e.g. wedding ring

1. Paradigm - a SET of related (by type or in experience) signs.
2. Syntagm - an arrangement of signs, usually from different paradigms
3. The rules (methods) for forming/interpreting syntagms = the Code.
4. Meaning grows out of comparing:
0. selected from non-selected signs of the various paradigms used, and
1. which paradigms were used.
5. Schemata are patterns we use to interpret a particular coded meaning in a "text". Examples: Nonverbal -- distance, space, touching, eye contact.

• print is -> linear, abstract, symbolic, digital
• video is -> non-linear, concrete, analogic, indexical.
• print is presentational -- clarity
• video is representational -- implicative

• Codes depend on commonality of S & R -- shared paradigms and rules of coding -- very cultural!! British humor uses different codes and paradigms from American humor.  That's why we often don't find it funny.

Types of Schemata

• Large schemes for coding/decoding are needed/used. They tend to call to mind standard plotlines.  They are beyond "truth" and require no verification to work.

1. Myth - large, cultural, schemata (usually story-like) which explains various associations of things - calls up a whole world of related images and concepts. Garden of Eden, Horatio Alger, wisdom of rustics
2. Ideology - explanation of relationships of things and people (esp. politics, economics and power) [ Capitalism, Feminism, Socialism
3. Archetype - a standard or fundamental character type or object type. "evil stepmother, dumb jock, cowboy, corrupt politician, mad scientist, etc."

1. metaphor - something is something else:  "He is a lion."
2. metonomy - Using a term to refer to something related: "a man of the cloth" 
3. synechdocy - whole for the part or part for whole:   "head count"
4. personification - giving human characteristics to the non-human