Semiotics

The theory of signs- Semiotics. It is also called as Semiology which came from the word “semeion” which means sign. It is a theory of the production and interpretation of meaning made by the deployment of acts and objects that function as a sign and we relate to other signs. The sign represents the object, referent or the mind of the interpreter. We call, “interpretant” the representation of the object. These signs may be verbal or nonverbal.

System of signs are constituted by the complex meaning-relations that can exist to one sign and another. Signs are organized through space and time to produce meanings that are constituted by mutually contextualizing relations among their signs. Semiotics studies are in art, literature, mass media, biology, education, and computers.

According to Ferdinand de Saussure (the father of 20-century linguistics), “the sign is the whole that results from the association of the signifier with the signified” where the signifier and the signified are both psychological, he refers only to a concept and not an object. Saussure was focusing on the linguistic sign or the word or speech

For example:

Signifier: the girl figure in from of the restroom

Signified: that the cubicle or the restroom is for girls only

Signifier: the “line down” sign on the ATM

Signified: the ATM line is down for repair, and it’s not available.

According to Charles Sanders Pierce, “Sign is something which stands to somebody for something in respect or capacity”.  Representamen is the form which the sign takes and it is not necessarily material. The object is to which the sign refers and lastly, the Interpretant is the idea or the interpretation of the mind.

The three classes of signs:

1.      Symbol- signifier does not resemble the signified and purely conventional

2.      Icon- signifier is perceived as resembling or imitating the signified.

3.      Index- the signifier is directly in relation in some way to the signified.

Science recognize the role of signs as a huge part of human’s social life. Signing is vital to human existence and it underlies forms or communication. Everything we use for human communication is a sign such as: gestures, facial expressions, objects, texts, rituals, food, clothes, music, codes, films, books, marketing, color, shapes, sounds and more.

According to C. Morris, humans are interpreters of signs and signs have three factors that guide interpretation:

1.      Designative Aspect: directs the interpreter to a particular object

For example: Wifi – Computer, Remote- TV, Pillow- Bed

2.      Appraisive Aspect: highlight the qualities of the object enabling evaluation

For example: Heart - Love, Dove – Peace, Glasses- Smart

3.      Prescriptive Aspect: directs the interpreter to respond in specific ways

For example: “*heart*” – “I love you”

According to Morris, human action involves signs and meanings in three ways:

1.      The Perception Stage: Humans become aware of a sign

Bill saw a “no U-turn” sign while driving.

2.      The Manipulation Stage: Human interprets and decides how to respond

He is aware that he can’t pull a U-turn there so he thought of pulling a u turn after the next available slot.

3.      The Consummation Stage: The person responds

He drove forward to the next open slot and made a U-turn.

These signs are also in-relation to our values and these are:

1.      Detachment: the person perceives autonomy or independence

2.      Dominance:  the person or systems takes over, controls, dominates another person or system

3.      Dependence: the person or system is dependent, controlled by, dominated by another person or system

Semiotics are important in our human existence because it helps us to communicate with one another and to not to take reality for granted and independent of human interpretation Every sign has the potential for multiple meanings and these are socially and culturally influenced. Signs have both denotative and connotative meanings that vary within the mind of the interpreter. Deconstructing the meaning that underlies the signs reveals social realities. Semiotics has been helping in anything involving communication like computer interfaces, cha­­­racters, and icons.