Semiotics: the concept and key terms

Semiotics, literally the 'science of signs', are the key terms and concepts for investigating the symbolic encoding of meaning within texts. They are used in media studies when deconstructing a media text and it is important to use the specific terminology. Semiotics is all about identifying significant details and analysing them to help understand why these details were chosen and  how they effect the text.

Here are some key terms:

Signifier and Signified: A signifier is a single detail that we pick out which we think has a symbolic meaning  (the signified). An example of this would be how a low angle shot (the signifier) often signifies strength and power of the person in the shot.

binary opposition

Denote and Connote: denotation is the description of what we see or hear and connotation is the symbolic meaning of these factual details. For example, When we can denote that a male character has facial hair this often connotes that he is a villain.

Binary Opposition: where texts are organised around sets of opposite values such as good and evil or light and dark. 

Polysemy and Anchorage: every media text is essentially polysemic, this means that it has many possible meanings. Our interpretation will be influenced by our knowledge of other texts, genre, our values, cultural background, age, gender etc. Signifiers are embedded within texts to point us towards a particular preferred interpretation. Anchorage is when the signifier has become completely clear, and that is the most likely meaning or reason signified. 

Commutation Test: To always consider what we don't see. For example the choices that the producers may have rejected and why. 

Preferred, Contested and Oppositional Reading: We may be mainly considering what we consider to be the preferred reading (the interpretation that the producers want us to follow) but as texts are all polysemic, they are open to contested or oppositional reading. Contested reading is when you follow some of the inter textual references but equally don't understand some of them. Oppositional reading is when you either consciously or due to lack of knowledge little of the text is followed and by doing this are rejecting the preferred meaning. 

narrative enigma

Narrative Enigma: this is when details of the text are left very much hidden, for example somebody's face isn't shown, this creates mystery and is vital to create drama. 





Intertextuality: Is the meaning of one text tied to another, earlier text. For example if you are watching a spoof movie or a swede you would need to have watched the original film they are referring too to find the spoof funny and understand what they are trying to recreate. This can cause contested reading.