1. Semiotics

2. • Semiotics sees communication as cultural
phenomena
• No longer thinking of info content of texts
but meanings
• Meaning arises from interaction between
text and receiver within differing cultural
contexts
• We will look at how we use and respond to
various signs which themselves are part of
codes or meaning systems

3. Codes
•
A code is a system of communication
1. Sign (anything that expresses meaning like
words, pictures, looks)
2. Rules (so that signs go together and make
sense, like grammar)
3. Shared understanding (codes only work when
everyone understands)
In groups, come up with some examples of codes and write
down how they work with all three rules – present to the class

4. Identifying Codes
• Identifying codes in a text is vital –
• Code as organising system of
communication – it is the system that
makes meaning possible but only within
interaction is individual meaning made
• When encoded message is being offered
for decoding there is an invitation to make
negotiated meaning

5. • Denotation – what the thing
actually is
• Connotation – what we
think of when we recall the
denotation
• Different connotations
depending on who you are!
• i.e. a picture of a heart or a
human heart makes us
think of love, romance,
passion, chocholates or…

6. Negotiation
• Active negotiation
between producer, reader
and text
• Meaning is not fixed when
encoded but depends on
context of decoding
• What are the most
important signs in this
image? What is your
reading of it?

8. Anchorage
• Written text that anchors
the preferred reading of
an image
• Often ideological
• This image might have
been advertising make-up
or holidays etc.
Anchorage fixes the
signifiers (girl, chair, sky,
photo)
“Warmer, drier summer on the way”
Guardian 2008

9. How I fought to survive Guantánamo

10. Scott Brown, model politician trumps
Obamas man.

11. Prince in New Zealand and Australia on first overseas tour

15. Task
• Take a picture of an object; show the
picture to your partner. Ask them the
following
- what is the denotation?
- what is their connotation?
- Is your connotation different? Why?
• Swap & repeat