3. Sign Systems and Iconicity3. Sign Systems and Iconicity

33 Sign Systems & IconicitySign Systems & Iconicity

3.0 Introducing Semiotics3.0 Introducing Semiotics Semiotics (from Greek Semiotics (from Greek semeîonsemeîon ‘sign’) ‘sign’)

Study of signs: the study of signs and symbols of all kinds, what they Study of signs: the study of signs and symbols of all kinds, what they mean, and how they relate to the things or ideas they refer to. mean, and how they relate to the things or ideas they refer to.

Sign: thing representing something else: something that indicates or Sign: thing representing something else: something that indicates or expresses the existence of something else not immediately apparent.expresses the existence of something else not immediately apparent.

Language is a system of communication.Language is a system of communication. language is a system of signs that expresses ideas.language is a system of signs that expresses ideas. Linguistic sign: the combination of a form and a meaning. Linguistic sign: the combination of a form and a meaning.

[ ‘hand’ – ‘[ ‘hand’ – ‘’]’]

Semiotics: human and non-human communicative behaviorSemiotics: human and non-human communicative behavior FORM and MEANINGFORM and MEANING

3.1 Saussure’s Theory3.1 Saussure’s Theory

3.1. Saussure’s Theory of (Linguistic) Signs3.1. Saussure’s Theory of (Linguistic) Signs A two-part sign system.A two-part sign system.

the signifier (fr. signifiant)the signifier (fr. signifiant) the signified (fr. signifié)the signified (fr. signifié)

The signified: MEANINGThe signified: MEANING The signifier: FORMThe signifier: FORM intimately linked and each triggers the other.intimately linked and each triggers the other.

3.1 Saussure’s Theory3.1 Saussure’s Theory

MEANING = “concept”; FORM = “sound image”.MEANING = “concept”; FORM = “sound image”.

Psychological!Psychological!

Two fundamental characteristics of linguistic signTwo fundamental characteristics of linguistic sign Principle I: the sign is arbitraryPrinciple I: the sign is arbitrary

““The link between signal and signification is arbitrary. Since The link between signal and signification is arbitrary. Since we are treating a sign as the combination in which a signifier we are treating a sign as the combination in which a signifier is associated with a signified, we can express this more is associated with a signified, we can express this more simply as: the linguistic sign is arbitrary.”simply as: the linguistic sign is arbitrary.”

3.1 Saussure’s Theory3.1 Saussure’s Theory

In the typical instance in a language, the connection In the typical instance in a language, the connection between form and meaning is arbitrary. between form and meaning is arbitrary.

Arbitrariness -- the meaning is not in any way predictable from Arbitrariness -- the meaning is not in any way predictable from the form, nor is the form dictated by the meaning. the form, nor is the form dictated by the meaning.

Nonarbitrariness – icons Nonarbitrariness – icons

‘‘big’ – ‘da’ – ‘dai’ big’ – ‘da’ – ‘dai’ [li:] means ‘bed’ in French (‘lit’), ‘meadow’ in English [li:] means ‘bed’ in French (‘lit’), ‘meadow’ in English

(‘lea’), and ‘(‘lea’), and ‘ 李李 , , 梨梨 , , 利利 , , 力力 , , 裡 裡 …’ …’ in Mandarin. in Mandarin. the organizing principle for the whole of linguisticsthe organizing principle for the whole of linguistics The consequences are innumerable.The consequences are innumerable.

3.1 Saussure’s Theory3.1 Saussure’s Theory

The signifier is The signifier is unmotivatedunmotivated. .

Principle II: linear character of the signifierPrinciple II: linear character of the signifier ““The linguistic signifier, being auditory in nature, has a The linguistic signifier, being auditory in nature, has a

temporal aspect, and hence certain temporal temporal aspect, and hence certain temporal characteristics: (a) it occupies a certain temporal space, characteristics: (a) it occupies a certain temporal space, and (b) this space is measured in just one dimension: it is and (b) this space is measured in just one dimension: it is a line.” a line.”

““It is a fundamental principle and its consequences are It is a fundamental principle and its consequences are incalculable. … The whole mechanism of linguistic incalculable. … The whole mechanism of linguistic structure depends upon it.” (Saussure p. 170)structure depends upon it.” (Saussure p. 170)

3.2 Peirce’s Theory3.2 Peirce’s Theory

3.2. Peirce: Threefold of Signs3.2. Peirce: Threefold of Signs A triadic sign model.A triadic sign model.

Peirce’s sign model: a ‘triple connection of Peirce’s sign model: a ‘triple connection of signsign, , thing thing signifiedsignified, , cognition produced in the mindcognition produced in the mind.’.’

(a) the representamen (sign vehicle)(a) the representamen (sign vehicle) the form which the sign takes the form which the sign takes

(b) the interpretant (sense)(b) the interpretant (sense) the sense made of the signthe sense made of the sign

(c) the object (referent) (c) the object (referent) to which the sign refersto which the sign refers

Signs only exist in the mind of the interpreter. ‘Nothing is Signs only exist in the mind of the interpreter. ‘Nothing is a sign unless it is interpreted as a sign.’a sign unless it is interpreted as a sign.’

3.2 Peirce’s Theory3.2 Peirce’s Theory

Semiosis (Semiosis ( 指號過程指號過程 ): the interaction of A, B, and C; the ): the interaction of A, B, and C; the process in which the sign has a cognitive effect on its process in which the sign has a cognitive effect on its interpreter.interpreter.

Ex. (1) the traffic light sign for ‘stop’Ex. (1) the traffic light sign for ‘stop’ A. a red light facing the traffic at an intersection;A. a red light facing the traffic at an intersection; B. the idea that a red light indicates that vehicles must stop;B. the idea that a red light indicates that vehicles must stop; C. vehicles haltingC. vehicles halting

Ex. (2) TREE -- A. [tri:] B. the idea of ‘tree’ C. Ex. (2) TREE -- A. [tri:] B. the idea of ‘tree’ C.

3.2 Peirce’s Theory3.2 Peirce’s Theory

““threefold of signs according to the relation between threefold of signs according to the relation between the signal carrying the sign and the object.”the signal carrying the sign and the object.” Three different types of signs: symbols, indices and iconsThree different types of signs: symbols, indices and icons

Three Types of SignsThree Types of Signs An An indexical signindexical sign, or , or indexindex, points to something in , points to something in

its immediate vicinity.its immediate vicinity. the etymology of the Latin word the etymology of the Latin word indexindex ‘pointing finger.’ ‘pointing finger.’ Ex. a signpost for traffic Ex. a signpost for traffic raising one’s eyebrowsraising one’s eyebrows a knock on a doora knock on a door a smoke from a windowa smoke from a window

3.2 Peirce’s Theory3.2 Peirce’s Theory

An An iconic signiconic sign, or , or iconicon, (from Greek , (from Greek eikoneikon ‘replica’) ‘replica’) provides a visual, auditory or any other perceptual provides a visual, auditory or any other perceptual image of the thing it stands for. image of the thing it stands for. An iconic sign is similar to the thing it represents..An iconic sign is similar to the thing it represents.. Some road signsSome road signs

A A symbolic signsymbolic sign, or , or symbolsymbol, does not have a natural , does not have a natural link between the form and the thing represented, but link between the form and the thing represented, but only has a conventional link. only has a conventional link. Some traffic signsSome traffic signs Greek word Greek word symbolonsymbolon ‘a token of recognition’ ‘a token of recognition’

3.2 Peirce’s Theory3.2 Peirce’s Theory

Three Subtypes of Icons:Three Subtypes of Icons: images, diagrams, metaphorsimages, diagrams, metaphors 1. Image –1. Image –

achieves similarity by partaking of some of the simple achieves similarity by partaking of some of the simple quality of its object (e.g., a portrait or a photograph.)quality of its object (e.g., a portrait or a photograph.)

Visual image (e.g. a portrait)Visual image (e.g. a portrait) Auditory image (e.g. an onomatopoeia)Auditory image (e.g. an onomatopoeia) Olfactory image (e.g. perfume)Olfactory image (e.g. perfume) Gustatory image (e.g. flavor extracts for cooking purpose)Gustatory image (e.g. flavor extracts for cooking purpose)

2. Diagram –2. Diagram – exhibits a structure analogous to the structure of its object exhibits a structure analogous to the structure of its object

(e.g. maps and floor plans).(e.g. maps and floor plans).

Fields of Specialization in HumanitiesFields of Specialization in Humanities

HumanitiesHumanities

LiteratureLiterature LinguisticsLinguisticsHistory & History &

AnthropologyAnthropologyPhilosophy Philosophy & Religion& Religion

History ofHistory ofPre-modern ChinaPre-modern China

History ofHistory ofModern ChinaModern China

CulturalCulturalAnthropology &Anthropology &Social HistorySocial History

3.2 Peirce’s Theory3.2 Peirce’s Theory

a greater degree of abstraction.a greater degree of abstraction. The interpretation of a diagram is rule-governed.The interpretation of a diagram is rule-governed.

Metaphor –Metaphor – represents a parallelism in something else. represents a parallelism in something else. ““A metaphor states that something is equivalent to another A metaphor states that something is equivalent to another

thing which is not usually associated with it. (Two unlike thing which is not usually associated with it. (Two unlike notions are implicitly related, to suggest an identity notions are implicitly related, to suggest an identity between them.)” between them.)”

““Friendship is a sheltering tree. (John Milton)”Friendship is a sheltering tree. (John Milton)” ““A woman without a man is a fish without a bicycle. (an A woman without a man is a fish without a bicycle. (an

anonymous feminist)”anonymous feminist)”

3.2 Peirce’s Theory3.2 Peirce’s Theory

Table I: Main Characteristics of the Subtypes of IconsTable I: Main Characteristics of the Subtypes of Icons

SubtypesSubtypes ImageImage DiagramDiagram MetaphorMetaphor

How similarity is achieved

Partakes of some of the simple qualities of its object

Exhibits the abstract structure of its object

Presents a parallelism in something else

Similarity in Quality Structure Association

Signifier – signified relationship

Immediate mimicry Structural or relational analogy

Representational parallelism

Degree of iconicity

Degree of abstraction

High

Low

Medium

Medium

Low

High

3.2 Peirce’s Theory3.2 Peirce’s Theory

Comparing the Three Types of Signs:Comparing the Three Types of Signs: a hierarchy of abstractiona hierarchy of abstraction

index < icon < symbolindex < icon < symbol a hierarchy of conventionality: a hierarchy of conventionality:

index < icon < symbolindex < icon < symbol SignSign Index Icon SymbolIndex Icon Symbol Image Diagram MetaphorImage Diagram Metaphor -------------------------------------------------------------------------------- degree of abstractiondegree of abstraction

-------------------------------------------------------------------------------- degree of conventionalitydegree of conventionality

3.2 Peirce’s Theory3.2 Peirce’s Theory

Table II: Links in the three types of signsTable II: Links in the three types of signs

IndexIndex IconIcon SymbolSymbol

Link form & meaning Link form & meaning Link form & meaning

Based on contiguity based on similarity based on convention