Semiotics and their audience  

We are not viewing texts from a producers point of view, we are viewing them from an audience’s point of view. When we are passive we miss key points that link to the Exam. Today Stage one – To understand the theory of Semiotics Stage two - Investigate how applying Semiotics to analysis enables us to see how different audiences respond differently to texts. Stage three - Apply our skills to tasks to expand and check understanding. The result – Our analysis skills are enhanced, we actively view texts in much more detail, understanding how are texts can be considered polysemic.

The theory of Semiotics is the study of symbols and their interpretation. The theory consists of an equation. The Signifier + the Signified = A Sign

Semiotics

Ferdinand De Saussure

The Signifier and the Signified

CAT The Signifier is an object that carries a meaning. The Signified is the meaning we decode from the Signifier.

The meaning could be carried by any series of random letters.

The Signifier The Signifier is an object that carries a meaning.

BLACKDoes the Signifier represent the Signified?

The Signifier

BLACK The Signifier is an object that carries a meaning.

The Signifier The Signifier is an object that carries a meaning.

Noir The Signifier on its own is nothing, it is our interpretation of it that creates meaning. Interpretations of Signifiers can differ. Is every object a Signifier?

黑色 أسود  Schwarz

Semiotics – The equation The Signifier + the Signified = A Sign This equation allows human thought to occur. The premise of Semiotics allows us to think of content that is not in our current environment.

Task. Write down the meaning that is carried by the following Signifiers.

•  Connotes Perfect in UK/Italy •  Connotes Sex in Mexico •  Connotes Zero in France •  Connotes Aggression in Brazil

Signifiers give people different meanings depended on their own experiences, culture, background

and even class

Are you currently carrying Signifiers?

Semiotics – The equation

The Signifier + the Signified = A Sign

A sign is an object that carries and

then connotes meaning.

The Signifier + the Signified = A Sign

Media Texts are signs that carry huge amounts of signifiers and again our interpretations (the signified) can differ from one another.

Because our interpretations of the media texts (Signs) differ, audiences respond to texts in different ways depending on their own background, morals, culture and beliefs.

Preferred Negotiated

Oppositional

Audience responses

Preferred Response The audience translates the sign as the creator intended

MMMM, that looks nice, I might treat myself.

Negotiated Response The audience acknowledges the intentions of the sign but modifies it to suit their needs

That looks nice, I may get a pack of those, Actually Ill only get one as I think they are a bit fattening

Oppositional Response The audience understands the intentions of the sign but rejects it due to their own culture, morals and beliefs

How ridiculous using that skinny celeb for such an unhealthy product, wont be buying one of those

Tasks -  You will be put into groups -  Different group per task -  15 minutes to complete -  Then you will teach the

rest of class the content you have learnt.

Task 1 Complete the worksheet regarding audience responses to the assigned advertisement(s).

Sarah , Jordan-Megan, Danny

Mccauley, Rose, Jack, Yasmin

Task 2 Complete the worksheet regarding different audience responses to the assigned Mad Men clip.

1 ) Romany – Evie – Leah - Mackenzie 2) Ella, Michael.B, Conor

Task 3 Further research into the theory of semiotics by viewing the assigned video and complete the worksheet regarding Pierce’s extension of Semiotics.

Chloe, Tom, Rhian, Michael. M

Task 3 Symbol

Task 3 Icon

Index Task 3

Task 1

Complete the worksheet regarding audience responses to the assigned advertisement(s).

Task 1

Task 2 Complete the worksheet regarding different audience responses to the assigned Mad Men clip.

Analyse the muted clip and read the signifiers alongside technical conventions to establish the narrative and its target audience

Task Explain and justify the preferred audiences gratifications Explain and justify a negotiated response to Mad Men Give reasons why an audience would gain an oppositional response to Mad Men? All answer should note key sequences and technical conventions from the narrative of “The Other Woman”